Brand Personality Cards: Who The Deck Are You?

Check-ch-check-check-check-ch-check it out, what-wha-what-what-what’s your brand about? 😉 If your brand is having a midlife identity crisis or isn’t sure who it is yet, you better check this deck before you wreck…ah, nevermind.

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Brand Personality Cards: Who The Deck Are You?

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About the Brand Personality Cards: Who The Deck Are You?

If you’re launching a new brand, you probably will ask at some point, what really makes you, you? This simple question can lead to countless hours of your team debating about how your brand should sound. Ain’t nobody got time for that. 

Cutting to the chase, a brand personality is different from a human personality. Humans organically form their personalities as they experience the world around them and grow. Brands, however, aren’t human (sorry!) and require some personality crafting in order to come alive (so to speak). 

We designed this deck with the intent to breathe as much humanity as we possibly can into your brand. If you feel as if your brand personality is uninteresting or you need to make sure your team understands how your brand should sound, then you gotta get this deck. 

More Details:

Brand personality is insanely important. Competition is fierce and you have to stand out more than ever. We looked at loads of popular “brand personality” exercises out there, and honestly, we were a bit disappointed by how vague they were. (What the heck does being an “experimental” brand mean as a personality trait?) We designed this deck to take out the guesswork.

This deck contains:

  • 330 high-quality cards with traits, definitions and examples that will help you craft your brand’s personality
  • One card box that protects your deck
  • One set of instructions for how to play
  • Guidelines for how to bring your ideas down to earth
  • You’re launching a brand and need to have a unique voice
  • Your brand is having an identity crisis and you need some guidance
  • You’re hiring and need to make sure the new team understands how your brand should sound
  • You feel as if your brand voice is a little “generic” or uninteresting
  • You have a brand voice, but it’s not connecting with your audience
  • Fits on a bookshelf or in a briefcase
  • An excellent tool for workshops with clients and in-house teams
  • Great for playing around a boardroom table (bye, boring brainstorms)
  • Gives you a framework so all your departments can collaborate
  • Working with a new brand, team or client? Start with a game – this one!

To play, round up a few team members. Separate the cards by color, placing them in separate piles. Then, sort the cards according to the instructions below, discussing your choices along the way.

  1. Pick ONE type of humor
  2. Pick FIVE tones that represent you / FIVE tones that are opposite of how you want to sound Pull out ONE-TWO tones for different times
  3. Pick TEN-FIFTEEN safe traits that describe who you are / any number of negatives that say who you are NOT
  4. Pick TEN-FIFTEEN polarizing traits that describe who you are / any number of negatives that say who you are NOT
  5. Take a look at what you’ve chosen and ask:

    • Why did you pick the cards that you did? Discuss your choices.
    • Do they align and make sense together? (humor, tone, traits)
    • Would your overall tone of voice align with your audience? Would they relate?
    • Have you created a distinct tone of voice? Or are you playing it “safe”?
    • Now, come up with some examples for each.