I can’t emphasize enough how important the Brand Foundation can be for your organization. It will be with you for years to come and it will be an invaluable guide for many, many decisions, both small and large. It is important to remember, however, that in the super early stages when you’re still working on customer development and testing basic product/market assumptions, some elements of the Brand Foundation may need to change. That’s okay, but you should lock it down as early as is feasible and then leave it alone after that.
To be clear, I didn’t invent this. This template is basically a distillation of the Brand Foundation described in “Brand: It Ain’t the Logo” by Ted Matthews, which you won’t read, but you should. It’s a great book. [Go to Amazon and buy it. Buy it now.] The genius is all his.
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