Get your own deck of all 36 Brand Personality Cards, each featuring two “opponent” traits—one on each side.
The Brand Personality Cards are a simple tool—a game of sorts—to help you or your clients think about, deliberate, decide on, and articulate a brand personality.
When creating a brand personality, it’s important to avoid clichés and “empty” adjectives. Rather than selecting a handful of favorite adjectives, use the Brand Personality Cards to force choices between opposing traits. Each deck contains 36 cards (2.75” x 2.75”) with a trait on each side (72 traits total), and a simple box for storage.To use the cards:
- Give each member of the team a deck
- Spread the cards out on a table
- Flip cards until the face-up traits are the best fit for the brand’s personality
- Take pictures of face-up traits
- Compare and contrast, discuss, and debate
By forcing choices and prompting debates, the cards help teams align on the best brand personality traits.
Brand personality traits on the cards are informed by the brand personality framework developed in Dr. Jennifer Aaker’s “Dimensions of Brand Personality.”
The goal is not to select traits directly from the deck, but to run an exercise to inform the final brand personality.