What does the brand represent?
The co-founders had a clear idea of what this brand represented so to take full advantage of this I ran a short workshop with both of them to get them to explore Simple’s vision, purpose, mission. We left the meeting with me setting homework for both co-founders and requiring them to fill it out. This homework asked each co-founder to come up with a set of adjectives for what the brand was and another set for what the brand wasn’t
In the next session we dug deeper into the homework and refined those adjectives into a set of 4 for what the brand was and 3 for what the brand wasn’t. This was an important part that would help us define the brand’s tone and personality.