The Good Brand Checklist - Personality Adjectives

Here are some sample adjectives to get you started. You can use these to help build a description of your brand’s personality.

+ Positive Adjectives

adaptable, adorable, agreeable, alert, alluring, ambitious, amusing, boundless, brave, bright, calm, capable, charming, cheerful, coherent, confident, cooperative, courageous, credible, cultured, dashing, dazzling, debonair, decisive, decorous, delightful, determined, diligent, discreet, dynamic, eager, efficient, enchanting, encouraging, enduring, energetic, entertaining, enthusiastic, excellent, excitable, exuberant, fabulous, fair, faithful, fantastic, fearless, frank, friendly, funny, generous, gentle, good, happy, harmonious, helpful, hilarious, honorable, impartial, industrious, instinctive, jolly, joyous, kind, kind-hearted, knowledgeable, likable, lively, lovely, loving, lucky, mature, modern, nice, obedient, painstaking, peaceful, perfect, placid, plausible, pleasant, plucky, productive, protective, proud, punctual, quiet, receptive, reflective, relieved, resolute, responsible, righteous, romantic, sedate, selective, self-assured, sensitive, shrewd, silly, sincere, skillful, splendid, steadfast, stimulating, talented, thoughtful, thrifty, tough, trustworthy, unbiased, unusual, upbeat, vigorous, vivacious, warm, willing, wise, witty, wonderful, zany, zealous.

- Negative Adjectives

abrasive, abrupt, abusive, aloof, ambiguous, angry, annoyed, anxious, arrogant, awful, bad, belligerent, boorish, boring, callous, careless, clumsy, combative, confused, cowardly, crazy, creepy, cruel, cynical, dangerous, deceitful, defective, defiant, depressed, deranged, disagreeable, disillusioned, disturbed, domineering, draconian, embarrassing, envious, erratic, evasive, evil, fanatical, fierce, finicky, flashy, flippant, foolish, forgetful, frantic, fretful, frightened, furtive, greedy, grieving, grouchy, gruesome, grumpy, guarded, gullible, helpless, hesitant, horrible, hurtful, ignorant, irresolute, jealous, jittery, lacking, lazy, lonely, malicious, materialistic, mean, mysterious, naive, nasty, naughty, nervous, noisy, obnoxious, outrageous, over, zealous, panicky, pathetic, possessive, quarrelsome, repulsive, ruthless, sad, scary, secretive, selfish, silly, slow, sneaky, snobbish, spendthrift, squeamish, stingy, strange, sulky, tacky, tense, terrible, testy, thick-skinned, thoughtless, threatening, tight, timid, tired, tiresome, troubled, truculent, typical, uptight, vague, vengeful, venomous, volatile, voracious, vulgar, wary, wasteful, weak, wicked, worthless, wretched.