When the brand bomb drops

Why defining your brand personality changes everything 

I was relatively new to an organization when my boss asked me to design a Code of Ethics brochure for the Board of Directors and the Board of Managers. Ethics was a hallmark of this association (the good old days!) and they wanted the piece to stand out. So I pulled out all the tricks: a wide layout, great typography, visual elements that reinforced the structure. It looked good — solid, professional, and credible. When I proudly showed it to my boss, I could tell she was fighting the urge to wrinkle her nose. 

“It’s a good effort,” she said, “but is it welcoming, proud, savvy, and friendly?” 

Did you hear that sound? That was the brand bomb going off.  She was right: it looked fine, but it didn’t feel like us. Bummer for me — back to the drawing board — but in that moment, I understood something foundational: brand personality is the connective tissue between the words, the design, the photos, and the heart of the organization. 

Why brand personality matters 

Before that project, I had never worked for an organization that had bothered to define its brand personality. Most had logos, colors, and fonts but no words to describe how they wanted to sound or feel. 

Without that, design becomes decoration, and messaging becomes guesswork. With it, every decision — tone, color, layout, word choice — has a compass. 

The great test for everything you create 

A clear brand personality gives you a simple test for every communication: 

• Verbal: Does this sound like us? 

• Visual: Does this feel like us? 

• Emotional: Would our audience recognize us in this moment? 

If the answer is no, you know where to focus your edits or your next design. That’s clarity — and it’s liberating. One of my favorite examples is AARP’s brand personality: 

“Wise friend. Fierce defender.” 

It’s warm and bold, equal parts approachable and strong. You can feel it in everything they do — their visuals, their headlines, their advocacy. That phrase gives their entire brand team a shared gut check. It’s not just copywriting; it’s culture. 

The takeaway 

Defining your brand personality isn’t a cosmetic exercise. It’s an alignment tool. It gives your team permission to be consistent, confident, and creative — all at once. 

So when the next “brand bomb” drops, don’t panic. Listen closely. That sound might be your clarity coming into focus.