Clarifying your Brand Personality

This is part 2 of a series of articles on 'How to Build Your Brand' so that it has a solid foundation. Last week I talked about the significance of your Brand Story and broke down how to write it in a way that would resonate with your customers and clients.

This week I'll be discussing how to clarify your Brand Personality and will be providing instructions and a worksheet to help.

What is a Brand Personality?

Your Brand Personality is an extension of the service or product that you offer and plays a key role in attracting like minded customers, as your attitude and values will resonate with them.

By having a personality that is distinctive and consistent, your brand has the ability to stand out from the competition and live longer in the mind of the consumer as by choosing you, that choice becomes an expression of who they are and what they stand for. 

This can been normally seen by the choices people make when it comes to what clothes people wear, what coffee they drink, what car they drive etc.

Clarifying your brand personality

If your brand is going to convey a convincing and appealing personality, it will have to be communicated is several ways, most specifically visually.

The worksheet included is there to help you clarify your brand personality by helping you come up with a list of words that represent it accurately. Those words are then used to create a brand board that will be used to design your branding (logo, colours, typography etc).

Words to describe your brand:

This is the stage where you will have to choose the words that describe your brand personality and represent your brand. In order to help, I have compiled a few questions to consider:

  • What 3 words best describe you?
  • What 3 words best describe your business?
  • What 3 words describe how you want to leave / the effect you want to have on your clients?
  • From your words selection, choose your final 5 words.

Aim for your final 5 words to be descriptive, different from one another and able to communicate a feeling.


Next week I will breakdown the difference between Brand Values and Brand Beliefs and will be helping you define yours with another easy to follow worksheet.

Thad CoxComment