To build a solid brand, you need to know who you are and, more importantly, how to communicate that effectively. Identifying your brand personality is one of the best ways to do that well. The more in tune you are with your brand personality, the more you can break the barrier between your brand and the people you want to connect with.

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Of course, when you’re building a brand from scratch or working on a rebrand, identifying and articulating who you are can seem like a lot of work. This work is necessary though—and we’re here to help. Over the years, we’ve picked up a few tricks to help you hone in on just that.

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If you’re having trouble articulating your personality or need to do it the “right” way this time, we can help. Here, you’ll find some of the best tips to find your brand personality—with less stress.

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But first, let’s go over the basics.

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What Is a Brand Personality?

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Your brand personality is the essence of who you are. It’s the core traits that you can use to describe your brand. Are you premium and luxurious? Rebellious and edgy? Helpful and approachable? Defining these traits is key to build a solid visual and verbal identity that communicates who you are across all touchpoints, from your website to your Instagram bio.

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What Do You Need to Find Your Brand Personality?

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Before you get started, know that your personality is an extension of your Brand DNA (your purpose, vision, mission, and values). Without an intimate understanding of these core elements, it’s difficult to articulate your brand personality effectively. If you haven’t done this work before, start with our Guide to Find Your Brand DNA (and access your free template).

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How to Find Your Brand Personality in 6 Steps

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Once you’re clear on why you exist and what you’re trying to do, you can duplicate our free Notion template and work through these steps.

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Step 1: Revisit Your Brand DNA.

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Before you dive into personality traits, remind yourself of your brand’s purpose, vision, mission, and values. Your personality should feel like a natural extension of these elements—not an afterthought. If you haven’t done this yet, grab our Brand DNA guide and template.

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Step 2: Think of Your Brand as a Person.

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If your brand walked into a room, how would it behave? What would it wear? How would it speak? This personification exercise helps shift your mindset from what your brand sells to how it feels.

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Ask yourself:

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• What three words would people use to describe you?
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• What would you never be?
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• Who do you want to be to your customers?

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Step 3: Use a List of Adjectives to Narrow Down Your Personality.

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Now it’s time to get specific. Use a tool like Hugh Fox’s List of Personality Adjectives and highlight 3–5 adjectives that feel true to your brand. Don’t overthink it—go with your gut.

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Step 4: Define a Synonym and Antonym for Each Trait.

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For each of your chosen adjectives, pick a synonym and antonym to help you articulate your personality with more depth and clarity. This isn’t just a wordplay exercise—it helps you communicate your brand consistently and set clear boundaries for how you should and shouldn’t show up.

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For example, if your core adjective is Bold, you might choose:

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• A synonym: a supporting word you can use interchangeably while staying true to your personality (e.g. Daring)
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• An antonym: a word that captures what your brand is not, to help you avoid language or ideas that feel off-brand (e.g. Timid)

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Doing this makes it easier to brief your team, write copy, and make business decisions that feel aligned. It clarifies not just who you are—but what you’re not.

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Step 5: Distill Your Brand Personality Into a Simple Description.

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Now that you’ve chosen your core traits (and defined synonyms and antonyms for each), pull everything together into a simple, clear description of your brand personality. This could be a short paragraph, a few bullet points, or a statement that captures the essence of who you are and who you’re not.

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For example:

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• We are: Bold, thoughtful, and approachable.
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• We are not: Timid, overly formal, or exclusive.

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This quick reference makes it easy to reflect on your brand personality, acts as a filter to keep you on track, and ensures your brand shows up consistently, no matter the platform or situation.

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Step 6: Consider Your Brand Touchpoints.

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Finally, run your chosen traits through the lens of your existing (or planned) brand touchpoints:

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• Does this personality show up in your website copy?
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• Is it reflected in your Instagram captions, packaging, or email marketing?
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• If not, what needs to change?

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Your personality should be visible and felt across everything you do. This final check helps you see where tweaks might be needed.

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What to Do Once You’ve Found Your Brand Personality

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By following these steps and setting clear adjectives, synonyms, and antonyms, you should have a stronger sense of your personality. The next step is making sure it shows up everywhere your brand does. Keep your brand personality close by and use it as a guide when:

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• Writing copy. From website headlines to Instagram captions, make sure your tone matches your personality.
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• Briefing designers and collaborators. Help them understand how your brand should look and feel.
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• Building your website. Let your personality inform layout choices, colours, photography, and microcopy.
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• Creating social media content. Use your traits to shape the way you engage, caption, and present your brand.
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• Choosing projects, partnerships, and opportunities. Check if they align with who you are and how you want to show up.

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Don’t forget to download our free Brand Personality Notion Template—and if you need help at any stage, hit us up. We’d love to help bring your brand to life.

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