Your Brand is More Than Just a Pretty Face

Personality, Perception, Purpose

People don’t just fall in love with the way a brand looks; they fall in love with its personality and purpose. The words you choose to describe your brand shape how others perceive it. From your visuals to your messaging, client experience to core values—your brand should evoke a feeling that sticks. That’s the power of an impactful brand.

Just like in relationships, it’s not just about the surface stuff. Looks fade, but personality endures—and that’s exactly what makes brands memorable. Think of the first time someone encounters your brand—it’s like meeting someone new. The key to building that emotional connection over time is showing up consistently and authentically. That’s how brands cultivate customer loyalty and become the go-to choice in their industry.

So, if your brand were a person, who would it be?

Let’s look at some examples:

Patagonia: sincere, adventurous, honest, down-to-earth
Harley-Davidson: rugged, tough, exclusive, masculine
Red Bull: exciting, daring, spirited, energetic

To help you get there, here are three ways to define your brand personality and stand out from the crowd. No right or wrong answers here—just dig deep, be honest, and don’t compare your brand to anyone else.

Start with Your Core Values

Your core values are at the heart of what your brand stands for and how your business shows up in the world. They shape the “non-negotiables” of your brand personality. To uncover them, ask yourself:

What do I want my brand to be known for?
What do I never want my brand to embody?
How do I want to handle client interactions and projects?
What’s something I would never compromise on?
What does success mean to me?

Look at your answers and see which values translate into traits that define your brand.

Think About Your Ideal Client

Your brand isn’t just about you; it’s also about your community and your dream clients. Understanding their needs helps you connect and resonate with them. Ask yourself:

When I speak to my ideal client, I want to sound ___________.
When someone comes across my brand, they would describe it as ___________.
When someone engages with my brand, I want them to feel ___________.

Make a List and Group Your Adjectives

Once you have your foundations, it’s time to get creative. Set a timer for 2-3 minutes and jot down all the words that come to mind when you think of your brand. Once you’ve got a list, see if you can group them into 4-6 categories, then pick the word that stands out most in each category. For example, “trustworthy, transparent, honest” could fall into one group, while “knowledgeable, resourceful, informed” fits into another.

Brand Adjectives to Get You Inspired:

The list goes on because every brand has its own unique flair that sets it apart. When a brand knows who it is, why it exists, and who it serves, it naturally stands out in a crowded market. While every business might have a similar “what,” it’s the “how,” “why,” and “who” that make the difference.

And if you’re looking to unlock that magic for your brand, we’re here to help with brand strategy intensives that bring clarity, confidence, and impact to your business. Let’s make your brand unforgettable.