How do you choose a font when you know the brand personality—but not the font?

One thing I've noticed about choosing brand typography is that we often approach the problem backwards.

We open a font library, scroll through hundreds of typefaces, save a few that look interesting, and then try to decide whether any of them actually fit the brand.

But most founders and designers already know something far more useful than the font name.

They know the brand should feel modern, trustworthy, elegant, bold, playful, minimal, friendly, luxurious, or some combination of those traits.

That got me thinking: what if font discovery started with the brand personality instead?

That's the idea behind Brand Font Finder, a free tool I've been building for Fontish.

You choose the traits that describe your brand, optionally add some context, and the tool recommends fonts that fit those characteristics. The goal isn't to replace a designer's judgment—it's to give you a much better starting point than endlessly scrolling through font libraries.

I'm launching it here on Product Hunt on August 25, and I'd love to learn from people who make these decisions regularly.

When you're choosing typography for a new brand, where do you normally start?

Do you begin with brand personality, references, a specific font category, competitor research, or simply browse until something feels right?

I'm especially curious about what you find most frustrating about the font-selection process.