Word Cards

Use this set of 135 ideation cards to define the components of a brand’s personality, including archetype, tone of voice, personality traits, and style characteristics. These cards help teams articulate brand identity, explore language, and align on how a brand communicates and expresses itself.

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€60

(print)

Buy digital version at Bloomerangas.

This collection of ideation cards enables you to define the characteristics of a brand's personality quickly and effortlessly.

Use these cards when crystallizing your brand's identity or facilitating your brand strategy workshops. Add more play to your work!

WHAT'S INCLUDED?

12 Brand Archetype Cards
39 Tone of Voice Cards
40 Brand Personality Cards
37 Style Characteristics Cards

What's included?

Brand Archetype Cards

Explore the brand’s archetype or personality type through the brand archetype cards. Each card’s verso contains an explanation and real-life examples. Discover the types that best suit your brand. It will be much easier to define the brand’s tone of voice and style later on.

Tone of Voice Cards

Sculpt your brand’s tone of voice through these examples designed to help you shape your brand’s personality and speak to your audience. For each tone of voice, you'll find an example of a brand quote.

Personality Traits Cards

Your brand isn’t just a product or a service, it’s also a story of who you are and why you are. The pillars of every brand story are the principles that define a brand’s personality. These hand-picked personality cards will help you define your brand’s core principles.

Style Characteristics Cards

Define your brand's style using the style characteristics cards. Each card gives you a design concept that's explained on the back of the card. Learn the design language, educate your client, and make your communications smoother.

"Word Cards are perfect to guide the customer in the right direction. The questions are meaningful and help steer the workshop into the right brand strategy for the client. The box is beautiful and the cards are printed on high-quality paper. Just perfect!"

— Eva Storm, Brand Strategist & founder of the “Rise, Launch and Shine” program for the coaches 🇧🇪

Frequently Asked Questions

What are the Word Cards?

The Word Cards are a set of 135 ideation cards designed to help you define the core elements of a brand’s personality—its archetype, tone of voice, personality traits, and style characteristics. They're great for sparking ideas, aligning your team, and adding a layer of play to your branding process.

Who are these cards for?

These cards are ideal for brand strategists, designers, creatives, facilitators, and entrepreneurs working on brand development or visual identity—especially those seeking a more intuitive, engaging way to define a brand’s character.

How do I use the Word Cards?

For a complete walkthrough of how to use the Word Cards—both online and in-person—check out this article: Introducing the Word Cards. It explains how to structure your sessions, use the Brand Canvas, and guide your team or client through defining brand archetypes, tone of voice, personality traits, and visual style.

How can I use the Word Cards in brand strategy workshops?

The Word Cards are a powerful tool for facilitating brand strategy workshops, whether you're working in-person or remotely. Each card serves as a prompt to explore key aspects of a brand’s identity—such as archetype, tone of voice, personality traits, and visual style.
In workshops, present one category at a time and guide participants in selecting cards that feel aligned with the brand. The process encourages reflection, opens up creative dialogue, and brings clarity and consensus to the group.
When working online, you can use the digital version to drag and drop cards onto tools like the Brand Canvas or virtual whiteboards. This adds structure, keeps the session visual and interactive, and helps participants co-create a coherent brand identity from anywhere.

Is there a video tutorial on how to use them?

Yes! Watch the tutorial here.