Brand Persona

Brand personas are your personality attributes—and if you’re an entrepreneur or solopreneur and have created a business, then they’re the qualities that can define your corporate brand as well.

There is a long list of brand personas right below, along with descriptions of what they mean for you and how these characteristics might show up in your everyday life.  Most people are a combination of multiple personas—and no, that doesn’t mean you have a split personality, just that you’ve got a lot going on ; ).

These brand personas were developed and defined several years ago by William Arruda, one of the pioneering personal brand strategists, who also created the 360 Assessment, which was the first “to-do” on the list under the “What Is My Personal Brand” section.

Understanding your brand personas can help you (and us) create a more authentic, unique, and “on brand” website for you. We often help Shoppe customers select color palettes or even fonts based on their personas since both of those choices can reveal a great deal about a person or organization.  Beyond being instrumental in building a better website, knowing your personas can also help you better understand yourself—and who couldn’t use that?

Below are over 40 brand personas.


Achievers are accomplished. They crave success and have a way of making things happen for themselves and the project at hand. They are often referred to as ‘accomplished’ or ‘overachievers.’ They wear the title “most likely to succeed.” Their achievements are visible to those around them.

Ambassadors are diplomatic by nature. They know how to get along with others and seek to find common ground. Sometimes they can be seen as political – understanding how to work the system to get things accomplished.

Assertors are bold. They are willing to say what they think. They can sometimes be thought of as brash, when in fact, they are just confident and direct. Assertors will often tell you what’s on their mind without you having to ask and they are usually willing to ask for what they need without hesitation. Many respect their assertive nature; but others can be turned off by their bold or blunt approach.

Athletes are typically healthy and physically fit. They are health-conscious and fit healthful activities into their workday – whether going to the gym, eating healthfully or talking about health and fitness. They see their success having some relation to their physical energy.

Backgrounders are humble. They reject praise and prefer not to be visibly recognized for their achievements. They are often high-achievers but prefer to give credit to others rather than take credit for themselves. They are modest and their modesty is quite attractive to those around them. Sometimes their modesty can prevent them from getting the advancement they deserve.

Believers are spiritual. They can be religious in the traditional sense or just have faith in things larger than themselves. They often call on their faith as a way to bolster their confidence and belief that things will work out.

Calmers have a sturdy zen-like nature. They are often the calm in the storm and are almost unshakeable. They are easy-going in nature and although they understand the serious side of challenges, they’re rarely ruffled by it. Because they keep a level head even during stressful times, they are valuable members of teams.

Caregivers think of others, often before themselves. They are supportive, loving and empathetic. They enjoy taking care of others and ensuring that those around them are cared for. Caregivers are usually very tuned in to how people around them are feeling and are quick to help out those in need.

Charmers have a way of making everyone like them. They have an innate ability to ‘charm’ those around them. They are generally likable characters who can fit into almost any situation.

Comedians keep everyone around them laughing. They are quick-witted and have a great sense of humor. They like to entertain people with their wit or sarcasm. Comedians are often comfortable in a crowd, but some prefer audiences of one.

Competitors often get their drive and energy from the outside. They like to be one up on their peers or colleagues. They strive to achieve and like to win. Many competitors enjoy professional sports or roles in the business where it is essential to out-compete to survive. They crave highly competitive or cutthroat environments.

Confidence emitters are comfortable in their own shoes. They are self-assured. They exude confidence and often gain the respect of those around them just from the way they are in the world. They are willing to make mistakes. They are often the first people to ask a question or contribute a comment. Confidence emitters are typically very self-aware and are happy with who they are. This is not to say that they are not ambitious or that they are not interested in self-improvement.

Connectors know how to bring people together to solve a problem or accomplish something great. They have a natural tendency to connect those they know with others. Rather than work alone, they prefer to collaborate. They see working with a partner or a team as more fun and productive.

Creators like ideas. They like to invent new things or concepts. They enjoy refining or adapting things that exist to deliver something new. Creators often live in the future – in what is possible. They have a natural ability for coming up with new and interesting ideas. Some are good at turning these ideas into reality, others rely on more tactical, down to earth people implement their ideas.

Diamond Cutters are exact. They are precise. They often like detail and speak in specific terms. They are not prone to hyperbole or inaccuracy. They speak and act with accuracy.

Discerners are picky. They typically have strong preferences and are able to make choices quickly. They are selective and don’t like to waste time with people/things they don’t believe in or agree with. They are usually loyal to the things and people they respect or admire.

Drivers are ambitious. They like to get things done. They are driven to achieve a goal. Drivers enjoy directing others to accomplish tasks that are necessary for success. Once they achieve a goal, they are already working on the next goal. Some drivers are driven by competition, others by personal ambition and yet others by common goals.

Entrepreneurs are self-starters. They often know what they want to do and find ways to make it happen. Entrepreneurs are usually connected to the right resources. They are enterprising and like new ideas or concepts. They live to turn ideas, concepts, and plans into action.

Evangelists exude passion and enthusiasm. They quickly inspire those around them with their fervor. They are typically very loyal to people, brands, ideas, etc. Evangelists can ignite a fire under those around them – compelling them to act. Evangelists’ passion is contagious and they have the ability to get those around them just as excited and energized as they are.

Experts are often referred to as bright, intelligent or brilliant. They can be expert in a certain area, but can also be knowledgeable about a lot of things. People respect them for their intellect.

Extroverts are true ‘people’ people. They are outgoing and seek to be in the company of others. They are often most successful when working with or around others. Extroverts can become depressed if they are alone for too long. They derive their energy from others. Extroverts often excel at networking, delivering presentations and hosting events.

Fans are loyal to people, organizations or causes. They are devoted. It is hard to shake their commitment. Fans are therefore very reliable. You can see their connection and commitment to everything they do.

Givers are generous. They derive more pleasure from giving than from receiving. They are typically very thoughtful and considerate of others. They are often generous not only with gifts but with praise, their time and their advice or mentoring.

Gymnasts are flexible. They can often see multiple sides to the same story. They are adaptable and can often change their style to be relevant to the task at hand. Gymnasts are typically comfortable in change and can easily switch gears when necessary.

Judges are ethical. They are trustworthy. You can always count on them to do what they say they are going to do. They often believe in what is just rather than what is fair.

Motivators have a natural talent for energizing those around them. Like Evangelists, they have internal passion and enthusiasm. Their main purpose is to inspire others. Great leaders often have this talent of being able to inspire people with a dream or idea.

Movers are energetic, dynamic people. They seem to have limitless energy. For some, their energy comes from within. For others, it comes from being around others. Movers rarely sit still. They have little patience for slow, drawn-out meetings. They usually embrace change.

Muses like to work behind the scenes. They are typically shy and often get their energy from within. Groups can intimidate or exhaust Muses. They often prefer to work alone and don’t like to have the spotlight shone on them. Their contributions are sometimes overlooked because they are not comfortable sharing their successes.

One-of-a-kinds are individualists. It is hard to describe them because they have a very special way of being. People often use words like as quirky, unique or colorful to describe them. They usually stand out from everyone else you know and are typically comfortable being themselves and don’t feel the need to conform.

Optimists are positive people. They see the glass as always being half-full and often see the potential for it to be overflowing. Optimists are ‘can-do’ people who do not like hearing ‘it can’t be done.’ They can be seen by some as unrealistic or naïve, but their optimism is often one of their keys to success.

Performers have a natural talent for drama. They have big personalities. They can be prone to hyperbole. Sometimes they can be melodramatic. When a performer walks into the room or participates in a meeting, everyone notices. They have a way of taking on the lead role and often have the star quality to them.

Persuaders are convincing. They have an uncanny ability to make you see things their way. Some use facts, other reason, others analogies. But they all are gifted in their ability to convince those around them. They are often so talented at the art of persuasion that they can get someone to make a 180-degree turn.

Philanthropists are part of the bigger community. They have a social conscience and believe it is important to contribute to a cause. Their giving usually extends beyond financial contributions. They are often volunteers and can become associated with the cause they strongly support.

Rocks are always there for you. You can always count on them. They have high intentionality and will do what they say they are going to do. Reliability is a core attribute of theirs.

Sages are wise. This wisdom may be innate or it may have built over time. Sages are savvy. They know how to make things happen and can often predict the outcomes of events.

Self-starters have the energy and drive within themselves to make things happen. They usually don’t wait for direction from others. They are pro-active and self-motivated. They usually don’t need or ask for permission or approval. They often make things happen – for themselves, for others or for the project at hand – without having to be asked or told what to do.

Smilers are naturally happy people. They have a positive outlook on life and are can often see the good side of any given situation. They have a smile for everyone they meet. Smilers are rarely down and their cheerfulness can be contagious.

Sophisticates are refined individuals. People refer to them as sophisticated. They are cultured and often have interests in the arts and cosmopolitan environments.

Sparks have natural energy. They are spirited. People refer to them as sassy. They often light up a room and can have a bold aspect to them.

Structurers are organized and methodical. They like things that are linear. They prefer to work in an organized environment. They are analytical and have the ability to arrange things in neat and structured ways.

Thrill-seekers are adventurous. They like to take risk and abhor the status quo and things that are mundane. They are open to – and like to try – new things.

Traditionalists are typically conservative. They can be more formal or prefer things how they were. They can be weary of change or things that are innovative or new. They are more rooted in the formality of the past.

Truth Tellers are honest. You can count on their sincerity. When they speak, those around them know they can trust what they say. They are less prone to hyperbole or sugarcoating. Some truth-tellers are very frank and direct; others are more diplomatic. In either case, you can always rely on what a truth-teller says.

Visionaries can always see the big picture. They are energized by what is possible. They look into the future, not the past. Visionaries are strategic. They typically prefer concepts and ideas to facts and details. Visionaries excel at innovating and can become frustrated around more analytical types.

Wonderers have an innate curiosity. They often don’t accept things at face value. They are interested in many things and want to know more about them. They can ask lots of questions to learn more about that which surrounds them.

World Citizens are part of the bigger world. They are not deeply rooted where they live, but often have connections to – and interest in – different parts of the world. They have an affinity for people and things that come from other regions, cultures, cities, etc. People refer to them as global or international. Many world citizens have lived abroad; speak multiple languages or work/travel internationally.