How would you describe your brand if it was a person? The Brand Personality tool gives you a series of choices — in bracket format —to help you get to your brand's personality traits. The first “round” of choices is generally a set of opposites from which to choose; it also includes spaces for you to insert your own descriptors.
As rounds proceed, you'll find yourself choosing between both opposite and similar descriptors until two to four final personality traits are identified. (Don't be afraid to revisit a trait that was eliminated in a close matchup in an earlier round.) This is an especially fun exercise to do with your team.