Branding 101

In the fast-moving world of tech startups, there is a thing called Minimum Viable Product, or MVP. This absolutely brilliant concept was developed by Eric Ries, who many consider to be a genius/demi-god – at least in Silicon Valley.

An MVP goes like this: build your product, launch it, and iterate on customer feedback. It forces a startup to get their idea out there quickly and turn it into something people want, need, and use. It’s brilliant, because instead of mulling over an idea and tweaking it for months and years on end, you just shove it out there and see if it sinks or swims.

Well, the same framework can be applied to your brand. Just as a company’s product will evolve over time, so too will your brand. A minimum viable brand, or MVB, is a good jumping off point. It forces you to avoid hand-wringing over getting your brand to “perfect” before launching, and it leaves you with plenty of room for growth.

First, let’s talk about brand strategy, because a cohesive strategy is a must if you want your customers to understand who you are. It need not be complicated, but at a very high level, it must communicate what your customer can expect from you.

Numerous elements can go into a brand of course. A MVB really helps you focus in on the elements that are at the core of your brand, thus allowing you to clearly communicate what your brand is.

I found the “6 What’s” in this great article that beautifully sum up what to include in a MVB:

1. What we stand for: Your philosophy and why you exist
2. What we believe in: Your values
3. What people we seek to engage: Your target market
4. What distinguishes us: Your differentiators
5. What we offer: Your products and services are actually secondary; focus instead on the experience you offer
6. What we say and show: Your logo, “look,” and messaging

Take five minutes right now and jot down these six elements of your brand (when you get to number six, write down what you “look” like and your value proposition). Ask your team to do the same, and then share your answers in your next team meeting.

If there are any disconnects, it could be that you are not clear on a certain element of your brand. Work with your team to define that element and then share it with a core group of loyal customers for their feedback.

There is one final thing I’d like to talk about quickly, as it will make your break your overall brand. All six of your MVB elements need to do something: Create an emotional connection. Emotional connections lead to genuine, meaningful, and sustained customer relationships, something every great brand has in spades.

Thinking about your brand from a MVB angle, what is the core of your brand? What makes you really stand out?

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