Defining Your Brand Personality


One of the most important things to consider when creating a company, brand identity or even a business plan, is your brand personality. Forget about financial reports and market research. Who are YOU and what are YOU here to say? Having a strong and consistent brand presence helps customer trust your business and can aid in creating a loyal following. Without a consistent voice (and imagery) you won't effectively be able to communicate your why; if your customers cannot pick up on your why, why should they care?

What makes your business different is you, your voice, and your personality, so let's shout it out to the world! To get you started on this road, we've created 3 simple steps that will guide you in creating a personality profile.

defining your brand personality


First up, we're going to select a few focus words that explain who your business is. Really think about the personality of your company, and how anyone interacting with your company will feel. Throw in as many additional keywords as you like and make a nice long list of all them. Think about the voice and atmosphere you want your brand to have. Here are some examples to get you started!

My brand is (i.e your business):

  • friendly

  • fun

  • energetic

  • quiet

  • calm

  • luxurious

  • mature

  • vibrant

  • kind

  • educational

  • bubbly

  • loud

  • positive

  • supportive

  • honest

  • bold

  • classy

  • warm

  • inviting

  • professional

  • organized

  • reserved

  • peaceful

  • glamorous

  • advocating

  • imaginative

  • creative

  • academic

  • formal

  • passionate

Make a list of the adjectives that resonate with you most and then create a new list with just the top 3-5 that really sum up your brand personality. These lists will act as a great reference for various uses (think: writing Instagram captions, emails, blog posts, etc.) but will also help you create a brand language and determine what words and style of language you should be using for your business. For instance, if you’ve chosen formal as a main brand personality, you’re not necessarily going to be crafting messages that have a lot of colloquial terms scattered throughout.



With your top 5 keywords in mind, we're going to head to Pinterest, your magazine collection, anywhere you can locate groups of images (see: Google) and make a mood board! Pull any and all images that you gravitate to first, then refine and curate as you go. Choose images that compliment each other, and look visually appealing, as well as those that simply express your personality. Don't worry about the categories you find these images from - fashion, interiors, design, cooking, everything and anything goes here! You’re trying to create a… vibe, a feeling. So there’s no right or wrong way to curate a mood board.

This board helps you to visualize the words you just listed above and create a fully fleshed personality. Once you’ve created your mood board you should look at your visuals (Instagram, website, brand, etc.) to see if what you’ve been creating so far matches it. If it’s pretty far off you know now that you’ve possibly got a bit more work to do moving forward!



By now, you have a collection of words and images that show how your company feels, looks and acts. But what’s also important to consider is what you, as a business, are here to do and say. This last step might take a little bit more in-depth thought, but it’s well worth taking the time to do this! Think about what it is you really want to say to your audience/ new customers and how you’re going to be helping them. What are you passionate about as a business? What problem(s) are you trying to solve? List these out and if possible, create a sentence that sums it all up!

Ok! So you’ve got the adjectives that describe your business, you’ve got a visual style reference and you know what you’re brand is here to say. What I suggest you do next is put all the items together - whether that’s in a simple Google Doc or something more fancy, it doesn’t really matter! What you want is one place you can refer back to time and time again to double check all the hard work you’ve just done. You want to be able to confirm that the language and voice you are using is true to your brand personality, and being able to refer to it in the future will be crucial to help you doing so. Consistency is key and this is how you’re gonna be consistent!

Got questions about this? We’ve got a brand personality worksheet you can download here to get you started!