If your brand walked into the room...

Feeling Stuck? Find suggestions below:

  • If You Get Stuck…

    1. Say it out loud first
    Before you write anything, pretend you’re explaining your brand archetype to a friend over coffee.
    No pressure. No polish. Just talk.

    • What would you actually say?

    • Where do you stumble?

    • What feels forced?

    2. Strip it down
    If your paragraph feels stiff:

    • Cut adjectives in half

    • Remove buzzwords

    • Shorten your sentences

    Clarity beats clever every time.

    3. Make it human
    Ask yourself:

    • Would a real person say this?

    • Does this sound like me, or like a website?

    • Can I picture someone actually saying this out loud?

    If not, rewrite it.

    4. Use ChatGPT as a thought partner
    Not to write it for you—but to help you hear yourself more clearly.

    Paste your paragraph in and have a conversation.

    Here’s the prompt to use:

    I’m working on describing my brand using my brand voice.

    Here’s a description of my Brand Archetype:
    [PASTE YOUR PARAGRAPH]

    I want this to sound like a real person introducing the brand to a friend—natural, clear, and conversational.

    Please:

    1. Rewrite this in a more human, conversational tone

    2. Point out any parts that feel generic, vague, or overly “marketing”

    3. Ask me 3–5 questions that would help make this more specific and personal

    Do not make it sound polished or corporate. Keep it simple, grounded, and real.

    5. Refine, don’t replace

    When you get a response:

    Don’t copy and paste blindly

    Pull what feels true

    Adjust the rest

    You’re shaping a voice—not outsourcing it.

  • If You Get Stuck…

    1. Change the scene
    If “a party” feels abstract, swap it out.

    • A backyard BBQ

    • A dinner party

    • A trade show

    • A farmer’s market

    • A late-night kitchen conversation

    Pick a setting that feels natural for your product. The clearer the environment, the easier the person shows up.

    2. Start with one detail, not the whole person
    Don’t try to build the full character all at once.

    Start small:

    • What are they wearing?

    • What’s one thing in their hands?

    • What’s the first thing they say?

    One detail unlocks the next.

    3. Borrow from real people
    Think of someone you know, or even a public figure.

    • Who has a similar energy?

    • Who would your brand get along with?

    • Who would they avoid?

    You’re not copying—you’re anchoring your instincts in something real.

    4. Focus on contrast
    If everything feels vague, define what your brand is not.

    • Loud or quiet?

    • Polished or rugged?

    • Playful or serious?

    • Rebellious or traditional?

    Clarity sharpens when you force a choice.

    5. Put yourself in the room
    Imagine you walk in and see them.

    • Do you feel comfortable?

    • Curious?

    • Intimidated?

    • Excited?

    Your reaction tells you more than a perfect description ever will.

    6. Use ChatGPT to push your thinking
    Again—this is a conversation, not a shortcut.

    Have it help you see more clearly.

    Use this as a prompt:

    Describe what this person looks like (clothing, posture, details)

    1. Describe their energy and how they interact with others

    2. Suggest the type of environment or “room” they would naturally be in

    3. Ask me 3–5 questions to make this more vivid and specific

    Keep it grounded and human—not exaggerated or cartoonish.

    7. Don’t aim for perfect—aim for clear
    You’re not writing a character for a movie.

    You’re creating a reference point.

    Something you can come back to and ask:

    “Would this person say this?”
    “Would this person design it this way?”

    That’s the goal.

  • If You Get Stuck…

    1. Start with frustration
    Beliefs are easier to find when you start with what bothers you.

    Ask:

    • What’s wrong with this category?

    • What do competitors do that feels off?

    • What would annoy your brand if they walked into a store?

    Frustration reveals standards.

    2. Think about your customer’s world
    Your brand doesn’t exist in a vacuum—it’s reacting to your customer’s life.

    • What is your customer tired of?

    • What do they wish existed?

    • What do they quietly care about but don’t always say?

    Your brand should care about those things too.

    3. Finish these sentences
    Don’t overthink it—just react:

    • “We believe that…”

    • “We can’t stand it when…”

    • “It matters to us that…”

    • “We’ll never…”

    • “We’ll always…”

    There’s your raw material.

    4. Push past the obvious
    If it sounds like something any brand could say, it’s too safe.

    • “We value quality” → everyone says that

    • “We care about people” → doesn’t differentiate

    Ask: How does that show up differently for us?
    Get specific or throw it out.

    5. Look for tension
    Strong brands take a stance.

    • What would your brand politely disagree with?

    • Where do they go against the grain?

    • What would they defend, even if not everyone agrees?

    If there’s no tension, there’s no identity.

    6. Use ChatGPT to sharpen your thinking
    Not to invent beliefs—but to pressure-test them.

    Use this as a prompt:

    I’m defining what my brand stands for.

    Here’s what I have so far:
    [PASTE YOUR IDEAS]

    Help me refine this.

    Please:

    1. Point out anything that feels generic or could apply to any brand

    2. Rewrite these to be more specific, clear, and distinct

    3. Identify any opportunities to create stronger contrast or tension

    4. Ask me 3–5 questions that would help uncover deeper, more meaningful beliefs

    Keep the tone grounded and human—not corporate or overly polished.

    7. Keep it real, not aspirational
    Don’t write what you wish your brand stood for.

    Write what it actually stands for—right now.

    Because this becomes your filter:

    • What you say

    • What you design

    • What you refuse

    If it’s not true, it won’t hold.

  • If You Get Stuck…

    1. Shrink the decision
    Don’t try to design the whole package.

    Pick one element:

    • Color

    • Typography

    • Material

    • Front-of-pack message

    Ask: What would this person choose here?

    One decision builds momentum.

    2. Turn personality into preferences
    Go back to the person you created and translate traits into choices.

    • Quiet → minimal layout, fewer elements

    • Bold → high contrast, strong hierarchy

    • Warm → softer colors, approachable type

    • Rugged → raw textures, simple structure

    If you can describe the person, you can guide the design.

    3. Define what they would reject
    Sometimes it’s easier to see what doesn’t belong.

    Ask:

    • What would make them cringe?

    • What would feel fake or forced?

    • What would they refuse to put their name on?

    That line in the sand creates clarity fast.

    4. Compare against your category
    Now bring it into the real world.

    • What does everyone else in your category do?

    • Would your brand follow that… or push against it?

    Remember:

    If they zig, you zag.

    But do it with intention—not just to be different.

    5. Run the “Would they approve?” test
    Look at any packaging reference (yours or someone else’s).

    Then ask:

    • Would this person design it this way?

    • Would they feel proud of it?

    • Would they change anything?

    This turns your brand into a decision-maker.

    6. Use ChatGPT to translate ideas into design direction
    Not to design for you—but to help connect the dots.

    Use this as your prompt:

    I’m translating my brand personality into packaging decisions.

    Here’s how I’ve described my brand as a person:
    [PASTE YOUR DESCRIPTION]

    Help me apply this to packaging.

    Please:

    1. Suggest how this personality would influence colors, typography, and overall design style

    2. Identify what this brand would likely avoid or reject

    3. Highlight any design choices that would feel “off-brand”

    4. Ask me 3–5 questions to help make these decisions more specific

    Keep it practical and grounded in real packaging decisions—not abstract ideas.

    7. Remember the goal
    You’re not decorating a package.

    You’re giving your product a point of view.

    Something consistent. Recognizable. Clear.

    So when it lands on the shelf, it doesn’t just look good—

    It feels like someone made it on purpose.

  • If You Get Stuck…

    1. Start messy, then refine
    Don’t aim for one perfect line right away.

    • Write 3–5 versions

    • Let them be rough, even awkward

    Clarity comes from shaping—not guessing.

    2. Use a simple structure
    Give them a backbone to work from:

    • “I’m the kind of brand that…”

    • “I make ___ for people who ___.”

    • “I’m here to ___, not ___.”

    This keeps you from drifting into fluff.

    3. Focus on what matters most
    You can’t say everything.

    Ask:

    • What’s the one thing you want people to remember?

    • What would your brand care most about saying first?

    Cut the rest.

    4. Make it sound like a person
    Read it out loud.

    • Does it sound natural?

    • Would someone actually say this in a conversation?

    • Or does it sound like a tagline?

    If it feels scripted, simplify it.

    5. Remove anything generic
    Be ruthless here.

    If your line could apply to 10 other brands, it’s not done yet.

    • Get more specific

    • Add a point of view

    • Sharpen the language

    6. Let your personality show
    This is where your earlier work comes through.

    • Is it confident?

    • Playful?

    • Direct?

    • Warm?

    The tone matters just as much as the words.

    7. Use ChatGPT to tighten it up
    Think of it like a final polish—not a rewrite.

    Use this as a prompt:

    I’m writing a one-line introduction for my brand, as if it were a person introducing itself at a party.

    Here are a few options I’ve written:
    [PASTE YOUR LINES]

    Help me refine these.

    Please:

    1. Make them more natural and conversational

    2. Point out anything that feels generic or unclear

    3. Suggest 2–3 improved versions that feel distinct and specific

    4. Ask me 2–3 questions to help sharpen the direction if needed

    Keep it simple, human, and true to the personality—not like a tagline or ad.

    8. Know when it’s done
    You’re not looking for perfection.

    You’re looking for a line that makes someone say:

    “Oh—I get it.”

    That’s the signal.

    Clean. Clear. Human.

  • If You Get Stuck…

    1. Trust the friction
    If something feels off, don’t ignore it.

    • Where do you hesitate?

    • What feels forced or unnatural?

    • What part are you trying to “convince” yourself of?

    That tension is pointing to the truth.

    2. Put your customer in the room
    Shift the focus away from you.

    • Would your customer feel drawn to this person?

    • Would they trust them?

    • Would they care?

    If the answer is unclear, you may need to adjust the personality—not polish it.

    3. Compare it to your product
    Now ground it.

    • Does this personality match what you’re actually selling?

    • Would this person realistically create this product?

    • Does the tone fit the experience of using it?

    If not, something’s misaligned.

    4. Simplify, don’t overhaul
    You don’t need to start over.

    • Keep what feels true

    • Remove what doesn’t

    • Adjust one piece at a time

    Small corrections lead to clarity.

    5. Go back a step
    If this feels foggy, revisit earlier work:

    • The archetype description

    • The person in the room

    • What they care about

    There’s probably a disconnect somewhere upstream.

    6. Say it out loud
    This catches things fast.

    • Does it sound like you?

    • Does it feel natural when spoken?

    • Would you stand behind it in a real conversation?

    If not, keep shaping.

    7. Use ChatGPT to pressure-test your thinking
    Not for answers—but for perspective.

    Use this as a prompt:

    I’m doing a reality check on my brand personality.

    Here’s what I’ve developed so far:
    [PASTE YOUR DESCRIPTION]

    Help me evaluate this.

    Please:

    1. Point out anything that feels inconsistent, forced, or unclear

    2. Identify where this might not connect with a real customer

    3. Highlight anything that feels especially strong or clear

    4. Ask me 3–5 questions that would help me refine or rethink this

    Keep it honest and practical—not overly positive or vague.

    8. Remember the goal
    You’re not locking this in forever.

    You’re building awareness.

    A tool you can come back to and ask:

    • Does this feel like us?

    • Does this serve our customer?

    • Does this move us forward?

    That’s how brands are shaped—over time, with intention.

    And this is just the beginning.