After many years in the creative industry, we know one thing for sure: Culture, technology, marketing and business are ever-changing. And to launch and develop brands in times of uncertainty and change can be challenging. The concept of Minimum Viable Brand Development aims to efficiently establish and build a brand easier, while staying responsive to changes.
Start small to grow big.
Minimum Viable Brand Development is a straightforward-getting-the-brand-out-there-kind of approach. And instead of spending time and resources to build a fully polished and perfected brand image, it’s all about creating an essential and functional brand that can start attracting and engaging people. Because even though you might not have all the answers from the beginning, you can start going in the right direction. No nonsense, in that sense.
Step by step towards the vision.
By breaking down the branding process into smaller, more manageable tasks and iterations, the brand can quickly adapt to changing conditions and develop as it grows. The starting point could be to create a simple, but clear enough, brand platform that defines the brand’s purpose, values, personality, and point of difference. The next step could be to design core brand identity elements (instead of creating a whole design system), and to apply the new identity and story to the brand’s products and services. Or to try out a concept that brings meaning to the brand’s purpose. Adapt an agile mindset and work in sprints, step by step towards the vision.
Launch, learn and grow.
Minimum Viable Brand Development is all about starting now, rather than spending too much time on figuring out how. Because no matter how smart the thinking or brand strategy is – no brand has ever thrived in a PowerPoint-presentation. A brand is born the second real people in the real world get a chance to experience it. And only then the brand will get valuable insights for further development. Get the branding out there. See how it resonates with people. Test. Learn. Iterate and grow.
Concept and iterative storytelling
Through Minimum Viable Brand Development a brand can evolve, while staying responsive to changing conditions. Embrace the change, rather than getting run over by it. And while a strong visual brand creates brand recognition and brings consistency in all touchpoints, a brand concept and messaging aims to raise curiosity, to add a deeper meaning and make the brand’s personality to life. Through iterative storytelling the brand’s narrative can change over time. A good starting point to try out messaging, concepts, to share values and achievements, and to foster a deeper connection with people, is through its own channels.
An agile and collaborative way of working.
The Minimal Viable Brand Development-approach can be a catalyst for success. By adapting an agile mindset, testing, and iterative storytelling, businesses can establish a strong brand presence while staying responsive to the ever-changing world around us.
With a highly collaborative and iterative way of working, we have successfully helped start-ups, scaleups and established brands to the next level. Brand identity, strategy, communication and digital development. BARBRO is all senior talent, 100% dedicated to the work.