How to articulate adjectives
As we read in the section brief, a way of defining the look, speak and behave for your brand is by understanding the tipping point:
I am [adjective] but I am not [qualifying adjective]
These adjectives define your brand personality, positioning and help you differentiate your brand from others.
For this, selecting the right adjective is important. You can ask these questions to identify the right adjective for your brand:
- What is your brand going to spark in people? What is the first thing that they're going to think about when it comes to your brand? Think about it. Think about how you want people to perceive your company.
- How and in what circumstances would people be compelled to turn to your brand?
- What the customer should feel after using the product/service
- What the customer should expect after using the product/service
Here is a list of adjectives you can use:
Determined | Resolute | Surprising | Courageous |
Precise | Energetic | Refined | Organic |
Nostalgic | Curious | Subtle | Complex |
Simple | Progressive | Traditional | Welcoming |
Assertive | Experimental | Conventional | High-end |
Casual | Historic | Realistic | Honest |
Practical | Sincere | Friendly | Approachable |
Prudent | Unpretentious | Steadfast | Spirited |
Conscientious | Encouraging | Hopeful | Family-oriented |
Down to earth | Wholesome | Sentimental | Corporate |
Exciting | Unique | Imaginative | Independent |
Contemporary | Secure | Intelligent | Leaders |
Confident | Glamorous | Charming | Outdoorsy |
Tough | Fresh | Academic | Elegant |
Mischievous | Industrial | Reliable | Mature |
Cheerful | Luxury | Fun | Economical |
Formal | Discreet | Homemade | Ground breaking |
Classic | Loud | Bright | Heritage |
Exotic | Irreverent | Collaborative | Cooperative |
Resourceful | Adept | Capable | Limitless |
Sensible | Focused | Thoughtful | Passionate |
Accomplished | Basic | Exclusive | Niche |
Mass-market | Rigorous | Effortless | Modern |
Vintage | Rugged | Visionary | Trusted |
Current | Timeless | Adventurous | Vibrant |
Dynamic | Sophisticated | Serious | Savvy |
Respectful | Raw | Radical | Rational |
Playful | Relaxed | Disciplined | Dependable |
Open-Minded | Opinionated | Intuitive | Optimistic |
Calm | Ordinary | Reserved | Analytical |
Laid-back | Humble | Brash | Momentous |
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