An essential aspect of any branding initiative is to identify your mission, values, target audience, and more. And one of the most useful and effective ways of connecting with your ideal clientele is establishing the mood and tone of your brand identity and how they relate to your values.

Just like you would choose color intentionally to evoke a certain tone, so too are Brand adjectives necessary. They are the words you use to describe your business and bear weight during the brand strategy phase. 

My philosophy behind By Stephanie Design is that no two brands are the same. Each has a unique mission and guidelines that should be crafted around those ideals. 

With this is mind, refer to the list below and choose 3-5 adjectives to characterize your brand or business. From there you can start to get a picture of the tone and visuals that support these same adjectives. 

---

THE BRAND ADJECTIVES LIST

1. ACCESSIBLE

Definition: easy to approach, easy to approach, reach, enter, speak with, or use. Synonyms: reachable, available, on hand, convenient.

2. ADVENTUROUS

Definition: willing to take risks or to try out new methods, ideas, or experiences. Synonyms: audacious, bold, courageous, enterprising, risky.

3. AUTHORITATIVE

Definition: able to be trusted as being accurate or true; reliable. Synonyms: rule, definitive, factual, dependable, reliable, truthful.

4. ADAPTABLE

Definition: able to adjust to new conditions. Synonyms: compliant, flexible, malleable, resilient, versatile.

5. APPROACHABLE

Definition: friendly and easy to talk to. Synonyms: convenient, reachable, door’s always open.

6. ASPIRATIONAL

Definition: having or characterised by aspirations to achieve social prestige and material success. Synonyms: ambition, desire, dream, passion, ambitiousness, wish.

7. CALM

Definition: tranquil and quiet; soothe. Synonyms: patience, quiet, serenity, tranquility, peacefulness.

8. CASUAL

Definition: relaxed and unconcerned. Synonyms: offhand, spontaneous, by chance, occasional.

9. CHARMING

Definition: very pleasant or attractive or very polite, friendly, and likeable. Synonyms:  alluring, appealing, charismatic, delightful, elegant, graceful, lovable.

10. CREATIVE

Definition: relating to or involving the use of the imagination or original ideas to create something. Synonyms: gifted, innovative, visionary, original, ingenious.

11. CLASSIC

Definition: judged over a period of time to be of the highest quality and outstanding of its kind. Synonyms: simple, typical, usual, vintage, timeless

12. COMPREHENSIVE

Definition: including or dealing with all or nearly all elements or aspects of something. Synonyms: complete, extensive, overall, thorough, absolute, infinite.

13. COLLABORATIVE

Definition: produced by or involving two or more parties working together. Synonyms:  collective, combining, joint, shared, synergetic.

14. CUTTING EDGE

Definition: highly advanced; innovative or pioneering. Synonyms:  forefront, innovation, leading edge, new wave, advancement.

15. DARING

Definition: adventurous or audaciously bold. Synonyms: audacity, fearlessness, grit, braveness, courageousness, daredevilry.

16. DIRECT

Definition: proceeding from a source without being reflected or blocked. Synonyms: blunt, candid, sincere, straightforward, frank, matter-of-fact.

17. DISTINCTIVE

Definition: characteristic of one person or thing, and so serving to distinguish it from others. Synonyms: extraordinary, offbeat, peculiar, special, individual, outstanding, superior.

18. DOWN TO EARTH

Definition: with no illusions or pretensions; practical and realistic. Synonyms: earthy, informal, levelheaded, matter-of-fact, realistic, sensible.

19. ENERGETIC

Definition: showing or involving great activity or vitality. Synonyms:  active, dynamic, enterprising, lively, spirited.

20. ELOQUENT

Definition: clearly expressing or indicating something. Synonyms: articulate, impassioned, smooth-spoken, expressive, touching.

21. ESTABLISHED

Definition: having existed or done something for a long time and therefore recognised and generally accepted. Synonyms: settled, traditional, secure, deep-rooted, unshakeable.

22. FEARLESS

Definition: showing a lack of fear. Synonyms: bold, cocky, courageous, confident, daring, gusty, intrepid.  

23. FORMAL

Definition: done in accordance with convention or etiquette; suitable for or constituting an official or important occasion. Synonyms: ceremonial, precise, academic, polite, proper, explicit. 

24. HEART-FELT

Definition: denoting the most expensive of a range of products. Synonyms: chic, exclusive, expensive, sophisticated, classy, fancy, refined. 

25. HIGH-END

Definition: denoting the most expensive of a range of products.

26. HONEST

Definition; free of deceit; truthful and sincere. Synonyms: authentic, conscientious, forthright, genuine, honourable, sincere, trustworthy. 

27. INCLUSIVE

Definition: not excluding any of the parties or groups involved in something. Synonyms: broad, comprehensive, all-including. 

28. INFORMAL

Definition: having a relaxed, friendly, or unofficial style, manner, or nature. Synonyms: intimate, relaxed, straightforward, unofficial, breezy, easygoing. 

29. IMAGINATIVE

Definition: having or showing creativity or inventiveness. Synonyms: artistic, extravagant, fanciful, ingenious, original, romantic, visionary, whimsical. 

30. INSPIRATIONAL

Definition: providing or showing creative or spiritual inspiration. Synonyms: eloquent, emotional, captivating, exciting, artistic. 

31. INNOVATIVE

Definition: introducing new ideas; original and creative in thinking. Synonyms: contemporary, ingenious, inventive, new, original. .

32. INVITING

Definition: offering the promise of an attractive or enjoyable experience. Synonyms: appealing, attractive, beguiling, charming, delightful, engaging, pleasing, tempting. 

33. KNOWLEDGEABLE

Definition: intelligent and well informed. Synonyms: appreciative, experienced, informed, insightful, intelligent, wise.

34. LOGICAL

Definition: characterized by or capable of clear, sound reasoning. Synonyms: cogent, coherent, intelligent, necessary, relevant, wise. 

35. LUXURIOUS

Definition: extremely comfortable or elegant, especially when involving great expense. Synonyms: delux, expensive, extravagant, fancy, gorgeous, grand, lavish, lush, ritzy, upscale. 

36. LOVING

Definition: feeling or showing love or great care. Synonyms: admiring, amiable, attentive, devoted, doting, earnest, faithful, romantic. 

37. MEANINGFUL

Definition: serious, important, or worthwhile. Synonyms: essential, purposeful, important, relevant, valid, worthwhile. 

38. MINDFUL

Definition: conscious or aware of something or focusing one’s awareness on the present moment. Synonyms: careful, knowledgeable, observant, respectful, vigilant, wary, watchful.

39. MOTIVATED

Definition: desire or willingness to do something; enthusiasm. Synonyms: driven, excite, galvanize, incline, inspire. 

40. MODERN

Definition: characterized by or using the most up-to-date techniques, ideas, or equipment. Synonyms: contemporary, current, present-day, state-of-the-art, stylish. 

41. ORIGINAL

Definition: not dependent on other people’s ideas; inventive or novel. Synonyms: authentic, creative, imaginative, innovative, inventive, sentimental, unconventional. 

42. PASSIONATE

Definition: having, showing, or caused by strong feelings or beliefs. Synonyms: ardent, dramatic, expressive, fervent, fiery, heartfelt, spirited, strong.

43. PROFESSIONAL

Definition: worthy of or appropriate to a professional person; competent, skilful, or assured. Synonyms: competent, efficient, experienced, expert, qualified, skillful, specialist. 

44. PRACTICAL

Definition: (of an idea, plan, or method) likely to succeed or be effective in real circumstances; feasible. Synonyms: constructive, down-to-earth, efficient, functional, rational, reasonal, workable.

45. REFLECTIVE

Definition: relating to or characterized by deep thought; thoughtful. Synonyms: contemplative, deliberate, meditative, studious. 

46. RESOURCEFUL

Definition: having the ability to find quick and clever ways to overcome difficulties. Synonyms: active, adventurous, bright, capable, creative, enterprising, intelligent. 

47. ROMANTIC

Definition: conducive to or characterized by the expression of love or of, characterized by, or suggestive of an idealized view of reality. Synonyms: adventurous, charming, colorful, dreamy, exciting, glamorous, passionate, tender. 

48. SINCERE 

Definition: free from pretence or deceit; proceeding from genuine feelings. Synonyms: candid, earnest, genuine, heartfelt, outspoken, serious, trustworthy. 

49. SOCIABLE

Definition: characterized by friendliness or social interaction. Synonyms: affable, approachable, cordial, good-natured, gregarious, neighbourly.

50. STRATEGIC

Definition: relating to the identification of long-term or overall aims and interests and the means of achieving them. Synonyms: critical, cunning,deliberate, diplomatic, important, planned. 

51. SUSTAINABLE

Definition: able to be maintained at a certain rate or level. Synonyms: continual, continuous, viable, feasible, unceasing, green. 

52. THOUGHTFUL

Definition: showing careful consideration or attention. Synonyms: attentive, careful, considerate, courteous, gracious, prudent, tactful.

53. TRADITIONAL

Definition: existing in or as part of a tradition; long-established. Synonyms: classic, conventional, established, popular, regular, universal. 

54. TIMELESS

Definition: not affected by the passage of time or changes in fashion. Synonyms: abiding, ageless,endless, enduring, immortal. 

55. TRUSTWORTHY

Definition: able to be relied on as honest or truthful. Synonyms: accurate, authentic, convincing, credible, dependable, principled, sensible. 

56. UNIQUE

Definition: being the only one of its kind; unlike anything else. Synonyms: extraordinary, rare, uncommon, unparalleled.  

57. VISIONARY

Definition: thinking about or planning the future with imagination or wisdom. Synonyms: ambitious, dreamer, idealistic, lofty, noble. 

---

A little brainstorming session 

In deciding which of the adjectives above best describes your way of running business, consider filling in the following blanks to really get to the bottom of what makes your business ‘You’

When customers interact with my products or services, I want them to feel ________

When thinking of my brand, I don’t want customers to feel _________.

When I talk to my people, i want my tone of voice to be _________.

---

IN CONCLUSION

By having adjectives defined before starting a branding project, we can work together to create an initiative that’s well-rounded and backed by thoughtful and thorough strategy. One that stays true to your mission and speaks directly to your ideal client. Begin your journey to an intentional transformation today! Contact me and share details of your project!