The new version of the Brand Personality Cards is a full deck of standard playing cards.
Like the original Brand Personality Cards, the Brand Personality Playing Cards are a simple tool to help you or your clients think about, deliberate, and articulate a brand personality. This version doubles as playing cards you can use to play your favorite card game.
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 Playing Cards to force choices between opposing traits. Each deck contains 52 standard-size playing cards (2.48" x 3.46" or 63mm x 88mm) with two traits on the front (104 traits total), a fold-out instruction manual, a tin case for safekeeping, and two “joker” cards with an additional 60 trait ideas each.To use the cards:
- Give each member of the team a deck, or deal one deck out to everyone
- Spread the cards out on a table
- Rotate cards until the right-side-up traits are the best fit for the brand’s personality
- Take pictures of right-side-up traits
- Compare and contrast, discuss, and debate
The playing cards come with a small fold-out containing information about the cards, instructions, and additional brand personality advice.
Brand personality traits on the cards are informed by multiple sources, including classic brand archetypes and the brand personality framework developed in Dr. Jennifer Aaker’s “Dimensions of Brand Personality.”