Brand development

How are your customer and potential customers comparing you with your competitors? Where are you in this matrix?

What separates you from established competitors and future challenges? Use the blue sticky note for competitors and the orange one for future challenges.

Think about your organization and your brand and the qualities your organization exhibits? What values do you and your team live by? Choose one to ten brand values. Tip: Each participant can choose or add their own.

Which are your top three qualities and values? Why? Is your team and other collaborators selecting other values? Are they similar values? Would that make you change your answer?

Go back to the brand values list. What value would you select or add if you were looking for an aspirational value? What value would you select or add if you were looking for a commercial value? What value would you select or add if you were looking for a practical value?

Schedule a meeting or a call 📅 and discuss all the answers for 10-15 min. Come up with a final list 🖊 and define your brand values below.

Select 3-5 personality traits.

Think about a famous person that could personify your brand. How do they look? How do they answer questions? Are they analytical, friendly, a doer, or the star of the party? What type of words do they use to communicate? Are their answers short or long? Be as specific as you can. This step will help you to complete the board.

Suggest characteristics that define your tone of voice. Use adjectives such as casual, confident, neutral, joyful, optimistic, friendly, urgent, analytical, respectful, formal, etc.

What characteristics will influence how your organization communicates, behaves, appears, socialize, etc.? 👉 What voice, words, graphics, and behavior would you standardize?

What does the company do? Keep it short.

Describe your service and products and include a positioning statement - how are you different from your competitors?

What is your competitive advantage? And how does the customer perceive it?

Why do you exist?

Include a link to all your logo documentation. Include the illustration file and the logo for white and black backgrounds, if applicable.

What styles do you use for the following areas: What font style and size do you use for titles? How do you highlight text? Do you use bold? Do you use a different color? What background colors do you use? What type of illustrations do you recommend? Can you provide a package? Add as much information as you think would be necessary and will reduce the number of mistakes and design reviews.

Use this board to discuss and evaluate your color, design, illustration, and product usability before defining it in the next steps.

Be specific. Email campaigns, Facebook, Instagram, etc

Casual, Confident, Neutral, Joyful, Optimistic, Friendly, Urgent, Analytical etc.

Create a list of words that are vital for your communication strategy. For example, at Nova, we tend to use the following words: Creative, visionary, alternatives, innovative, open, communicative, visual, original, testing, revolutionary, friendly, reveling, impactful, successful, development, launching, team, disrupting, explorers, visualize, feel, possible, opportunity, challenges, investigate, accelerate, different, playful, fun, discussion, open conversation, technology-oriented, future, flexible, experiential, competitive edge, to uncover, dynamic, in-depth discussion, engaging, connecting, synchronicity, new thinking, powerful, customer’s desires, insights, full potential.

Review and add additional information about this session in the Session Goals / Instructions. Add any additional constraints or ideas that come to mind, or include additional links for the team / stakeholders. For example, you may be designing a logo, a piece of furniture, or a piece of software etc. If you have details about product requirements or constraints, make note of them in the Session Goals so that the team can keep them in mind during the session.

Find the Portrait Card deck and pick a card. Tips: You can add one or more cards creating different brainstorming columns. You can prepare the board and add the cards beforehand or use the "random" button to add cards while your brainstorming session is active.

Finish the following phrase based on the topic you chose in the previous step: If [SUBJECT] was [CARD TOPIC] the [SUBJECT] would be [X] because of [Y]. For example, if you were trying to design a new type of chair, and the card topic was ‘color’, the phrase might be: “If this chair we are designing was a color, it would be white because you should feel like you’re sitting on a cloud.” Or if you receive the card topic ‘emotion’: “If this chair we are designing was an emotion, it would be pride because when you sit in it you should feel like a king.” You may already see how the evolution of ideas could take place using this tool. Respond with at least one answer, but should come up with as many ideas as possible within the time limit. Remember that giving [X] reasons is important because it helps generate valuable ideas to build from, and the team can play off one another's ideas.

In this step, discuss each other's answers from the previous step.