Every organisation should be brand-led and market-informed. Minimum Viable Brand (MVB) concept can ensure that hypotheses are grounded in strategic intent and market insights. A framework for defining and developing a MVB based on 5 pillars & 6 What’s.
Minimum Viable Product criteria = MVB:
It has enough value that people are willing to use it
It demonstrates enough future benefit to retain early adopters
It provides a feedback loop to guide future development
MVB / Lean Brand checklist:
Purpose | Brand story
what we stand for – our brand essence
what we believe in – our defining values
Output: Mission Statement, Pitch Story
People
what people we seek to engage – our target audience(s)
Output: User Interviews, Use Cases, User Journeys, Personas, Market Sizing
Proposition
what distinguishes us – our key differentiators
Output: Value Proposition
Product
what we offer – our overarching experience
Output: Information Architecture, Onboarding, Dashboard, User flows
Personality
what we say and show – our logo, look, and lines (messaging)+visual assets
Output: Naming, Storytelling, Brand identity & Design System, Voice & Tone, URL, SEO
Process stages overview:
Brand Identity Fuels Recognition, Amplifies Differentiation, and Makes Big Ideas and Meaning Accessible.
Lean Brand Foundations / MVB Visual Assets:
Logotype
Typography
Color palette
Visual direction
Touchpoints / Templates Design
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