One thing I always ask my clients is, “If someone else describes your brand using one word as it is right now, what would they say?” And sometimes, they just blank.

It’s almost as if every word they’ve ever learned has vanished from their minds (sound familiar?). If only the person we are trying to explain it to could take a peek inside our brain and effortlessly understand precisely what we’re thinking, right? 

Unfortunately, that’s not likely to happen anytime soon, and you’re stuck trying to figure out how to communicate the heart of your brand effectively — and it’s not exactly ‘going well’. So, until your brain stops freezing, you can borrow mine! 

Here are a few of my favourite words to describe a brand when you don’t know what to say:

What Words Describe Your Brand?

Before I share all the words and goodness, I want to add a short disclaimer: while these ‘words’ are separated based on style, you can pick ANY words to describe your brand.

Your brand has the potential to be whatever you want it to be — so take what you need and leave what you don’t.

Words for The Romantic Brand

You’re the Grace Kelly of business owners in a sea of same-ness; the world is your source of inspiration, and your clients are your muse. You’re romantic, poised, and graceful in your branding and business — here are a few words to help you showcase your brand:

Timeless: not affected by the passage of time or changes in style; having no beginning or end. Princess Diana’s revenge dress.

Luxurious: giving self-indulgent or sensuous pleasure; elegant, enjoyable, opulent, and expensive. It’s giving ‘Breakfast at Tiffany’s’.

Warm: having, showing, or expressive enthusiasm, affection, or kindness; open to others. The ‘best friend’ of brands.

Genuine: truly what something is said to be; authentic, truthful, and sincere. May not be perfect, but you’re also not pretending to be (and your community loves you for it).

Words for The Bold Brand

You trust in your instincts and are never afraid to go against the grain. Your brand is effortlessly innovative and expressive, with a hint of editorial flair. Others look to you for inspiration because you ooze magnetism wherever you go. You embrace ease and flow with high-impact results.

Here are some words to describe your brand when you don’t know what to say:

Fearless: without fear; bold and brave. Taylor’s second studio album (and one of my all-time faves), Fearless.

Powerful: having control and influence; compelling, authoritative, and dynamic. You know who’s who and what’s what (Miranda Priestly, anyone?).

Innovative: introducing new ideas; original, inventive, and contemporary. 

Witty: quick and inventive humour; clever and sharp. The Lorelai Gilmore of the group.

Words for The Cheerful Brand

Your energy is magnetising, and your goal is to be a ray of sunshine in the business world. You love pops of colour but appreciate a soft aesthetic — you’re here to show the world that business can and should be fun. Here are some words to help you describe your cheerful brand:

Bright: (of a person, idea, or remark) intelligent and quick-witted; bold and vivid colours. Betsey Johnson’s latest fashion line.

Whimsical: playfully quaint or finical, especially appealingly and amusingly; unusual, playful, and unpredictable. A modern Alice in Wonderland-esque atmosphere.

Joyful: feeling, expressing, or causing great pleasure and happiness; delightful, lighthearted, and upbeat. The Leslie Knope of your industry.

Bubbly: (of a person) full of cheerful high spirits; very lively and excited. Rose of the Golden Girls.

Words for The Editorial Brand

You’re artistic, a master of your craft, and your brand has that edge everyone desperately wants. You embrace your individuality and are never afraid to speak your truth. You love to push creative boundaries at all times — you’re the Editorial brand, and here are some words to help you express it:

Exclusive: an item or story published or broadcast by only one source; unique, private, exclusionary, and limited. Tickets to the MET Gala.

Edgy: at the forefront of a trend; experimental and avant-garde. Your inner Billie Eilish vibe.

Modern: a current or recent style or cultural trend; contemporary, current, and stylish. Dare I say, our very own website templates 😉

Moody: giving an impression of melancholy or mystery; captivating and evocative. Any Lana del Rey song.

How to Change How Your Brand is Perceived

More often than not, the words we choose to describe our brand do not match how others perceive it.

And that’s not a reflection of your branding — your branding could be stunning — it could be in how you’re representing your brand. It could be in your copy, your social media graphics, your content, or even on your website.

In order to change how your brand is perceived, you have to change how you present it to others. Start by strengthening your brand voice and getting more comfortable in how you show up.

Rather than leaning into what you ‘think’ your audience wants, lean into what feels good for you and your brand. You’ll begin to feel more confident in how you show up and connect with your community. Remember, words can only say so much; it’s all about how your brand makes people feel.

Now that you’re equipped with the words to communicate your brand, it’s time to bring it to life in your business. Your first step? Take this quiz to find the website that matches your brand’s personality — Take the Quiz.