The document discusses developing brand basics such as a product name and logo. It recommends first listing brand words to define how customers should feel about the brand, creating a mood board with images to represent the brand's mood or tone, and selecting a limited color swatch that evokes the desired mood. Doing this preparatory work provides clarity before deciding on a name and logo to create a brand that satisfies the identified attributes. Examples are given of brand words for Amazon, Uber and Freshdesk and how colors can communicate moods for different brands.
13. List down a set of words that
customer should feel/think
about when they see your
brand.
14. e.g. what should a customer think of when he sees
the Amazon brand?
A: “A-Z”, “reliable”, “fast”, “quality customer care”,
“wide selection”, etc.
15. So write down that answer first,
and then work backwards to create
a brand that satisfies all those
answers.
16. More examples:
Uber: “professional”, “slick”, “fast”, “good service”,
“reliable cars”
Freshdesk: “fresh”, “new”, “different”, “the opposite of
boring”, “not business as usual”
17. Note: you can only do this after you’ve
decided the 1 customer segment you
should focus on for the Alpha launch.
See “Identify Customer Segment for
Alpha”
29. These colours are intended to
evoke a certain mood:
“Friendly”, “Young”, “Cool”,
“Bright”
30. As an exercise, look at the primary
colours of other brands you use. For
e.g. why does Uber primarily use
Black?
31. So this is what you have to do:
1) List down brand words
2) Create a mood board
3) Pick a colour swatch
32. Submit attachments with all this information.
1) A list of brand words
2) A link to the mood board
(on Pinterest or somewhere else)
3) A colour swatch