Brand Identity Descriptors
Use this list of descriptive words to help articulate your brand’s aesthetic and personality.
A
Accessible
Accommodating
Accountable
Action-Oriented
Active
Admirable
Adorable
Adventurous
Affordable
Agreeable
Airy
Alluring
Altruistic
Ambitious
Amusing
Analytical
Antique
Artistic
Assertive
Astute
Athletic
Attentive
Authentic
B
Bargain
Beachy
Boho
Bold
Brave
Bright
Bubbly
Budget-Friendly
C
Calm
Candid
Capable
Captivating
Carefree
Careful
Caring
Casual
Cautious
Challenging
Charismatic
Charitable
Charming
Cheerful
Cheery
Chic
Classic
Clean
Clever
Coastal
Colorful
Comfortable
Comforting
Compelling
Complex
Confident
Conscientious
Conservative
Considerate
Consistent
Contemplative
Contemporary
Content
Contrarian
Convenient
Cool
Cooperative
Corporate
Cosmopolitan
Country
Courageous
Couture
Cozy
Crafty
Creative
Credible
Cultured
Curious
Current
Custom
Cutting Edge
D
Dainty
Daring
Darling
Dashing
Debonair
Decisive
Decorous
Decorated
Deep
Deliberate
Delicate
Delightful
Deluxe
Democratic
Dependable
Detailed
Determined
Dignified
Diligent
Diplomatic
Direct
Discerning
Disciplined
Discreet
Disruptive
Dramatic
Dreamy
Driven
Dynamic
E
Eager
Earthy
Easygoing
Eccentric
Eclectic
Edgy
Educational
Efficient
Effortless
Elaborate
Elegant
Eminent
Empowered
Empowering
Enchanting
Encouraging
Endearing
Enduring
Energetic
Engaging
Enigmatic
Entertaining
Enthusiastic
Ethereal
Exacting
Excellent
Exciting
Exclusive
Expensive
Expert
Exquisite
Extravagant
Extroverted
F
Fabulous
Fair
Faithful
Familiar
Fancy
Fantastic
Fashionable
Fast
Fearless
Feminine
Festive
Fierce
Fit
Flexible
Flirty
Floral
Forgiving
Formal
Forward Thinking
Frank
Free
Fresh
Friendly
Fun
Functional
Funny
Futuristic
G
Generous
Gentle
Genuine
Giving
Glamorous
Glorious
Good
Gorgeous
Graceful
Grand
Grandiose
Groundbreaking
Guilt-free
H
Happy
Hard
Hard-working
Harmonious
Healthy
Heavy
Helpful
High-Tech
Hilarious
Hip
Historic
Holistic
Homey
Honest
Honorable
Hopeful
Humble
I
Imaginative
Impactful
Impartial
Impulsive
Independent
Indulgent
Industrial
Industrious
Influential
Informal
Innocent
Innovative
Inquisitive
Insightful
Inspiring
Instinctive
Intellectual
Intense
Intentional
Intriguing
Intuitive
Inventive
Inviting
Involved
Irreverent
J
Jolly
Joyous
K
Kind
Knowledgeable
L
Lavish
Level
Liberal
Light
Likeable
Lively
Logical
Loving
Low Maintenance
Loyal
Lush
Luxurious
M
Magical
Magnetic
Masculine
Mature
Measured
Mechanical
Messy
Methodical
Meticulous
Metro
Mindful
Minimal
Moderate
Modern
Modest
Moody
Multi-talented
Mysterious
Mystical
N
Natural
Nautical
Neat
Nice
Nifty
Noble
Noisy
No-nonsense
Nostalgic
O
Obedient
Old-Fashioned
Open
Open-minded
Optimistic
Opulent
Orderly
Organic
Organized
Original
Outdoorsy
Outgoing
P
Painstaking
Passionate
Patient
Peaceful
Perceptive
Perfect
Perfected
Persistent
Philosophical
Plain
Plausible
Playful
Pleasant
Poetic
Polished
Polite
Posh
Positive
Powerful
Practical
Pragmatic
Precious
Predictable
Present
Pretty
Principled
Pristine
Private
Productive
Professional
Progressive
Protective
Proud
Punctual
Pure
Purpose-Driven
Purposeful
Q
Quaint
Questioning
Quick
Quiet
Quirky
R
Radiant
Rational
Raw
Realistic
Rebellious
Receptive
Reflective
Refreshing
Regal
Relaxed
Relaxing
Reliable
Resilient
Resolute
Resourceful
Responsible
Retro
Revolutionary
Rich
Righteous
Robust
Romantic
Routine
Royal
Rugged
Rustic
S
Safe
Scholarly
Scientific
Scrappy
Secure
Seductive
Selective
Self-Assured
Selfless
Self-sufficient
Sensible
Sensitive
Sentimental
Serene
Serious
Sexy
Sharp
Silly
Simple
Sincere
Skillful
Sleek
Smart
Smiling
Sociable
Solid
Soft
Soothing
Sophisticated
Soulful
Specialized
Spiritual
Spontaneous
Sporty
Stable
Standard
Steadfast
Steady
Sterile
Stimulating
Stoic
Straight-forward
Strategic
Striking
Strong
Structured
Studious
Successful
Sustainable
Swanky
Sweet
Sympathetic
Systematic
T
Tactful
Talented
Tech-Savvy
Thoughtful
Thrifty
Timeless
Timely
Tolerant
Tough
Traditional
Tranquil
Transparent
Trendy
Trustworthy
Truthful
U
Unassuming
Unbiased
Unconventional
Understated
Unique
Unprecedented
Unusual
Upbeat
Urban
V
Values-Driven
Versatile
Vibrant
Vintage
Vivacious
Vivid
W
Warm
Welcoming
Whimsical
Wholesome
Wild
Willing
Winning
Wise
Wistful
Witty
Wonderful
Woodsy
Worldly
X
–
Y
Young
Youthful
Z
Zany
Zealous