A Lightweight Branding Exercise for Startups

The Basic Idea

1. Brainstorming Attributes

2. Yeses and Nos

Yes, no, and a tiny bit of maybe. You might notice how the concentration of magenta stickies on the no side. That was my color, and I deliberately suggested ideas which didn’t fit or where simply controversial, to spur discussion.

3. Surfacing Patterns

What your affinity map board might end up looking like. Note the different handwriting above each group: everyone is participating.

4. Distilling into Values




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