A brand personality is how you would describe a brand as if it were a person. For example, if Coca-Cola were a person, someone may describe it as lively, youthful, and vibrant. These adjectives are Coca-Cola’s brand personality.

How to choose brand personalities from a list of adjectives? My co-founder Hua Shu created a workshop kit to help your team pin down brand personalities in 3 fun & easy steps. It is best to do this workshop as a group exercise with your cofounders.,c_limit,f_auto,q_auto:good,fl_progressive:steep/

First, let’s do a little arts and crafts project to prepare brand personality cards. Make sure to print out the card sheets double-sided. The front side has the card’s designs. The backside has cut lines and fold lines.,c_limit,f_auto,q_auto:good,fl_progressive:steep/

We need to cut through the solid lines first. You can use scissors or a knife.,c_limit,f_auto,q_auto:good,fl_progressive:steep/

I, on the other hand, cut with magic, so easy…,c_limit,f_auto,q_auto:good,fl_progressive:steep/

Now, onto the folding…

Our workshop is open for business! I will create brand personalities for an imaginative company that provides post-retirement travel tours. This creative prompt is inspired by a reader’s question from yesterday. Step 1: choose 10 cards from the pile that matches your brand:,c_limit,f_auto,q_auto:good,fl_progressive:steep/,c_limit,f_auto,q_auto:good,fl_progressive:steep/

Step 2: flip the cards to side B, where you will see logo examples of that brand personality, use them as visual clues to see how each brand personality translates to logos, and then narrow down from 10 cards to 7 cards:

Step 3: switch the cards to side C, where we have hand-picked a few typefaces that express that brand personality.

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