This document discusses lean branding, which is a rapid brand development process for UX teams. Traditional branding takes a long time and costs over $1.4 million, while lean branding emphasizes empowering collaboration, simplification, listening, and adjusting. Lean branding involves focusing on the brand purpose, personality, and customer. It also involves developing a unique brand focus statement about how customers feel when using the product. The process builds the brand through testing, learning, and adjustment in an iterative way inspired by lean startup methodology.
54. @writebeard
BRAND focus: A single, UNIQUE sentiment
“When I use {product},
I feel _______.”
empowered
LOVED
TOUGH
GEEKY
SMARTER
In-the-know
SPECIAL
ENTERTAINEDUNDERSTOOD
Quick
BEAUTIFUL RELAXED
Handsome
SEXY
Privileged
UNIQUE
everyone can understand.