How to Design a Personality for Your Website

If you're a really good copywriter, probably you can take on a personality and write that way. But I'm not sure it's that easy. The practical application of this is hard. You don't have the same person working with all those different systems. So you need some sort of guideline. This is the personality we want to have. And then you come into difficulties because do you employ people who have that personality or do people become actors?