Aaker Brand Personality
Excitement
Daring, spirited, imaginative, up-to-date.
What this voice does
Excitement brands turn up the volume. They lead with novelty, momentum, and the feeling that the future is unfolding now. Where Sincerity reassures, Excitement energises.
Voice cues
- energetic
- daring
- imaginative
- current
When to pick this voice
- Launch or relaunch moment with real momentum behind it.
- Younger audience that values being early.
- Category needs disruption-energy to take attention.
- Product story includes a genuine paradigm shift.
Pitfalls to watch for
- Reads as hype-driven when claims aren't backed up.
- Hard to sustain over time — momentum fades.
- Conservative buyers feel excluded.
- Lots of imitators in this space.
Voice examples — same fictional email client, three contexts
Subject line
“We just shipped the wildest thing.”
Landing hero
“Email built for how we actually work now.”
Error message
“Whoops — that broke. We're on it (live).”
Brands that embody this voice
- Notion (early years) — Every release felt like a moment, not a changelog.
- Figma — Turned design tooling into something people felt early on.
- Loom — Leans on the energy of “see, don't read”.
Archetypes that often choose this voice
The conventional pairings — these archetypes pick Excitement more often than chance. Useful as a starting point, not a rule.
The Explorer
“Don't fence me in.”
The wanderer who maps new territory and brings back the road.
The Outlaw
“Rules are made to be broken.”
The rebel who names the rotten system and tears it down.
The Magician
“I make things happen.”
The transformer who turns insight into change you can feel.
The Jester
“You only live once.”
The trickster who tells truth sideways and gets away with it.
The Creator
“If you can imagine it, it can be done.”
The maker who brings the unseen idea into the world, fully formed.
Like this voice?
Add Excitement to your skill — combine it with an archetype and a company brief to generate the SKILL.md.
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