Getting started with the Brand Cards

The Brand Cards are a visual brainstorming tool for brand strategists, designers, and creative teams to generate mood boards and transform their ideas into tangible brand or design concepts.

You can use these cards during the Brand Personality Discovery session to help you effectively articulate what the brand is all about. They are here to give you ideas for defining the personality, tone of voice, and look and feel of a brand.

brand cards

The Brand Cards box contains 3 sets of cards:

  1. The Brand Personality Cards (52) – this set has 12 Brand Archetype cards and 40 Personality Trait Cards;
  2. The Tone of Voice Cards (20);
  3. The Style Cards (200).

If you’ve purchased the complete Brand Strategy Kit, the workbook included in the Kit contains precise instructions on when to pull in these cards during the Brand Strategy sessions. Please follow the steps within the workbook, starting page 23.

If you’ve only purchased the Brand Cards, here’s a bit more on how to use them.

1. Lay the cards on the table

When running a workshop, you can pull the sets out of the box and lay them on the table. The sets could be stacked or the cards could be freely arranged on the table calling for play and exploration.


2. Questions to ask your participant

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If you are running a workshop for one participant, then ask him/her to select 3-5 cards that s/he thinks best describes the 1) brand personality 2) tone of voice 3) look and feel of the brand.

Here are the questions to ask:

  • Which brand archetype(s) are the most suitable for this brand to embody?
  • Which archetype(s) are the least suitable for this brand to embody?
  • Which personality traits should this brand embody?
  • Which personality traits are on the opposite of the spectrum of what this brand is all about?
  • Which tones best reflect the feel of this brand? Which ones would resonate with the target audience?
  • Which tones don’t resonate with this brand at all and would never resonate with the target audience?
  • Have a look at the style cards. Each card has an image that sends a particular message. Which images best reflect what this brand stands for? Which images would best resonate with the target audience? Shortlist those cards. Feel free to create a mood board if you feel like it.
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If you are running a workshop with multiple participants, then the workshop should be orchestrated around understanding each participant’s point of view and then finding common touchpoints between them. Everyone should be more or less OK with the final cards that were chosen to represent the future brand identity.

Lay the cards on the table and ask people to gather around it. The moderator should ask the questions mentioned above.

Your role will be that of a moderator. After each question, listen to the answer of every participant to understand all the nuances. Help him/her to better articulate his/her feelings about the question and the answer.

What can you expect at the end of the workshop?

The outcome of both workshops should look something like this:

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I hope this walk-through has been useful.