The document outlines the discovery phase process for brand development, emphasizing that a brand is more than a logo; it encompasses customer perceptions, values, and experiences. It discusses defining brand goals, identifying customer profiles, and synthesizing user stories, while also providing a structured approach to prioritize ideas and features. The aim is to create clarity and emotional connection, ultimately improving user engagement and brand efficacy.

1. DISCOVERY
PHASE
PROCESS OVERVIEW

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SO WHAT IS A
BRAND?

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MARTY NEUMEIER. “THE BRAND FLIP”
A LOGO IS NOT A BRAND—IT’S ONLY A
SYMBOL FOR A BRAND. A BRAND IS
MUCH MORE THAN A LOGO.

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A BRAND IS A PERSONS GUT FEELINGS
ABOUT A PRODUCT, SERVICE OR
ORGANIZATION. IT’S NOT WHAT YOU SAY
IT IS. IT’S WHAT THEY SAY IT IS.
MARTY NEUMEIER. “THE BRAND GAP”

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THE “ONLYNESS”
TEST

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“Our brand is the only ____ that ____ .”

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Twitter is the only social
media service based on
140-character messages.
Disney is the only entertainment
company dedicated to magical
family experiences.
Cirque Du Soleil is the
only circus with
broadway sophistication.

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Listen Synthesize Document
Brand
Goals User
Understand & Prioritize Documenting live

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AGENDA ALIGN AGREE
BRAND
USER
GOALS
USER
STORY
AUDIT
SYNTHESIZE DOCUMENT REVIEW
1. 2. 3.
4. 5. 6.
7. 8. 9.

10. GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,
GENERATE LOTS OF IDEAS, THEN PRIORITIZE,

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Features
Ideas
Goals
Needs
Prioritized

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PRIORITIZE
(CONVERGENT)
BRAINSTORM
(DIVERGENT)
TIME

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1. CUSTOMER
PROFILE

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Joe Hudson
Soulful Forward Thinking Caring Conquerer
1.1/Customer profile

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Joe Hudson
Pains
Gains
Customer
Job(s)
1. Jobs-to-be-done
2. Pains
3. Gains
In order of importance ↓
Organize colors for
each season (division,
year, theme etc.)
Upload my own colors
Have a library of colors
to pick from when
needed
Input colors each
season
Have an organized,
beautiful colorway
library to share with
others
1.1/Customer profile

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Pains
Gains
Customer
Job(s)
1. Jobs-to-be-done
2. Pains
3. Gains
In order of importance ↓
Organize colors for
each season (division,
year, theme etc.)
Upload my own colors
Have a library of colors
to pick from when
needed
Not knowing what has
been recently
updated/added
Color library can be
hard to manage/
digest
Which colors are
approved or not
Input colors each
season
I might forget the
color name/code
Can the system help
me find the right
color?
Joe Hudson
1.1/Customer profile

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Pains
Gains
Customer
Job(s)
1. Jobs-to-be-done
2. Pains
3. Gains
Organize colors for
each season (division,
year, theme etc.)
Create palettes for
each season
Upload my own colors
Have a library of colors
to pick from when
needed
Not knowing what has
been recently
updated/added
In order of importance ↓
Color library can be
hard to manage/
digest
Which colors are
approved or not
Easily choose colors
while creating a
product/component
Input colors each
season
I might forget the
color name/code
Can the system help
me find the right
color?Easily update colors
through multiple
products or just one
Manage palettes
(Duplicate, Archive)
Quickly add color for
one season or
multiple.
Joe Hudson
1.1/Customer profile

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User Story. JoeHudson
How Does He Find Out? What Makes Him Engage? What Makes Him Return? Why Does He Recommend?
• Joe was invited by a friend
• Signs up for a newsletter
• Gets farmers almanac
email
• Clicks on ‘book a Trip’
• Sees ‘Exclusive Pictures’
• Gets a ‘Register to see
more’
• He puts in name and
email
• Lands on ‘Welcome home
Joe’
• He sees ‘Plan your next
trip’
• He puts in dates for his
trip
• Sends his itinerary to 5
friends
• 2 Friends respond that
they can make it
• He proceeds to book a
trip for his selected dates
• Joe gets a ‘Welcome
Package’ email
• He is invited to ‘Fill out
his profile’
• It has his ‘Preferences’
such as diet already in it
• He updates his diet to
exclude hi sugar items
• It prompts him to upload
last year’s pictures and
email them to friends
1.2/User Story

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BRAND
ATTRIBUTES

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Attributes
Culture1
Customers2
Voice/Tone3
Feeling4
Value5
2.0/Brand Attributes

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1. Culture.
Innovative
How would your community describe you?
Approachable
Trailblazers
Fun-loving
Authentic
Intelligent
Engaged
Big thinkers
Irreverent
Creative
Empathetic
Customer centric
Open minded
Innovative
Trailblazers
Customer centric Customer centric

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2. Customers
Innovative
How would you describe your ideal customer?
Approachable
Trailblazers
Fun-loving
Authentic
Intelligent
Engaged
Big thinkers
Irreverent
Creative
Empathetic
Customer centric
Open minded
Innovative
Trailblazers
Customer centric Customer centric

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3. Voice/Tone
Innovative
How do you sound to others?
Approachable
Trailblazers
Fun-loving
Authentic
Intelligent
Engaged
Big thinkers
Irreverent
Creative
Empathetic
Customer centric
Open minded
Innovative
Trailblazers
Customer centric Customer centric

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4. Feeling
Innovative
How others feel after interacting with you?
Approachable
Trailblazers
Fun-loving
Authentic
Intelligent
Engaged
Big thinkers
Irreverent
Creative
Empathetic
Customer centric
Open minded
Innovative
Trailblazers
Customer centric Customer centric

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5. Value
Innovative
What value do you give to your customers?
How do they feel after experiencing your brand?
Approachable
Trailblazers
Fun-loving
Authentic
Intelligent
Engaged
Big thinkers
Irreverent
Creative
Empathetic
Customer centric
Open minded
Innovative
Trailblazers
Customer centric Customer centric

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BRAND
STATEMENT

27. © 2018 Proprietary and Confidential.
3.0/Brand Statement
______ provides _________ to ______ users
Brand Name
in a _______ environment with a _____ voice.
Helping them feel ______ and ______.
Product/Service Customer
Culture Voice
Feeling Value

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GOALS

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VALUE VS. COMPLEXITY

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Implementation Complexity
BusinessValue
High Value, Low Complexity High Value, High Complexity
Low Value, High ComplexityLow Value, Low Complexity
HighLow
LowHigh

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Term Description Desirability Doability Total
S Create Linkedin Page 10 8 18
M Create Website 10 6 16
M Facebook Ads 8 5 13
S Email marketing 9 8 17
L Partnerships 6 8 14
Awareness

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Term Description Desirability Doability Total
S Create Business Plan/Rev Model 8 7 15
S Create product XYZ 10 8 18
Revenue

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Efficiency
Term Description Desirability Doability Total
S Create Business Plan/Rev Model 8 7 15
S Create product XYZ 10 8 18

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TAKE COMPLEX AND CONFUSING AND ORGANIZE IT.

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BY DOING THE DISCOVERY
SESSION YOU CUT YOUR
ITERATIONS DOWN
SUBSTANTIALLY!

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AT THE END, IT’S ABOUT
CREATING EASE, CLARITY
AND EMOTION!

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THANK YOU
Alex G.
Strategy & Design for growth-stage SaaS companies
https://30kstrategy.com