How to Define Brand Style and Brand Tone: 40 Descriptive Words for Each to Get You Started
If you’ve ever struggled to describe your brand’s vibe, you’re not alone. Words like “style” and “tone” often get used interchangeably, but they actually refer to two different (but equally important!) parts of your brand identity.
Brand Style vs. Brand Tone: What’s the Difference?
Brand style is all about visuals—your logo, typography, color palette, layout, photography, and design choices. It’s what people see when they land on your website or scroll your Instagram. This is what a designer like me will prioritize.
Brand tone, on the other hand, is about how your brand sounds and feels. It shows up in your copy, your messaging, your voice, and the emotional atmosphere of your brand. Think of tone as the personality behind the visuals—what gives your brand its voice, mood, and magnetism.
Together, your tone and style work hand in hand to create a cohesive and memorable experience.
Why does it matter?
In my onboarding process, I always ask clients to describe what they’re drawn to (aka describe their style). However, I often find words that more accurately describe how they want to communicate (i.e., the tone).
Defining both is important. And understanding the difference will lead to a more effective, strategic, and successful brand!
40 Words to Describe Your Brand Style
(words to describe the look of your brand)
Now let’s talk visuals. Whether you’re working on a rebrand, designing your website, or creating a new logo, having clear words for your brand style will help guide the process and keep things cohesive.
Here are 40 descriptive words you can use to define your visual style:
Artistic
Athletic
Bohemian
Bold
Casual
Chic
Classic
Clean
Coastal
Colorful
Contemporary
Eclectic
Elegant
Exotic
Futuristic
High-tech
Industrial
Luxurious
Minimalist
Modern
Natural
Organic
Playful
Professional
Quirky
Refined
Retro
Rustic
Sleek
Sophisticated
Sporty
Subtle
Textured
Tough
Traditional
Transitional
Urban
Vibrant
Vintage
Whimsical
Pick 3–5 that feel like your brand’s visual home base. Bonus tip: ask yourself if your current website or branding actually reflects those words. If not, it might be time for a refresh.
40 Words to Describe Your Brand Tone
(words to describe the sound, feel, and attitude of your brand)
To help you get clear on your tone, here’s a list of 40 descriptive words you can mix, match, and build from. These are especially helpful when writing copy, brainstorming content, or working with a designer or strategist.
Ambitious
Approachable
Authentic
Authoritative
Bold
Casual
Collaborative
Compassionate
Confident
Conversational
Creative
Disruptive
Dynamic
Elegant
Empathetic
Energetic
Engaging
Excitable
Formal
Friendly
Humorous
Informed
Innovative
Inspirational
Minimalist
Optimistic
Playful
Professional
Quirky
Reassuring
Rebellious
Refined
Relaxed
Sassy
Sincere
Sophisticated
Transparent
Trustworthy
Warm
Witty
You don’t need to pick just one—your brand can be warm and high-end, or relaxed with a dash of bold. Choose a few words that feel most aligned with how you want people to experience your brand.
Quick Tips for Defining Brand Tone and Style
Start with your gut. Take note of the words that stand out to you. Which ones feel right for your brand?
Think about your audience. What tone and style will resonate with the kind of clients you want to attract?
Cross-check your content. Does your messaging and design reflect the words you’ve chosen?
Use these words as a filter. Moving forward, run everything—copy, photos, layouts—through your tone + style lens.
Want a Quick Vibe Check?
Not sure your current branding reflects the tone or style you’re aiming for? Try this simple fill-in-the-blank:
“Vibe check my brand. These are the words I want it to embody:
Tone: ______, ______, and ______
Style: ______, ______, and ______
Is that coming through?”
Or send your words to a brand designer you trust (👋 hi!) and get an outside perspective.