notes on building a bold brand

Brand Personalities

Which personality does your brand lead with?

Brand personalities are the twelve core characters a brand can lead with, like the Rebel, the Sage, and the Caregiver. Each one comes with its own motivations, strengths, blind spots, colors, and way of making a community feel.

Knowing which one you lead with makes it easier to choose a voice, visuals, and offers that feel consistent with who you already are. Each post below breaks down one personality, plus the family of related personalities within it.