What is a Minimal Viable Brand (MVB?)

A Minimum Viable Brand (MVB) refers to the essential assets and tools needed to differentiate your brand in the market, without overcomplicating the strategy. It consists of five main parts:

Target Audience

We have been lucky enough to work with many very successful and inspirational founders, but you would be surprised how many founders fail to spend enough time to really understand their target audiences in the early stages. Identifying the target audience is fundamental, utilizing demographics and psychographics to effectively communicate and connect with them.

Benefits

Similarly, enthusiastic entrepreneurs often forget the basic sense-test questions of what problem we are solving and are we doing it better than the competitors? Brand benefits should articulate the rational reasons the product meets a market need, serving as the foundation for brand communication and future offerings.

Values

The subject of brand values can sometimes be considered wishy-washy brand speak, but the truth is that brand values can act as a frame and a simple guide to how your brand behaves, both when things are good, but also when challenges arise. Brand values connect emotionally with the audience through reasons to believe (RTBs), providing differentiators from competitors.

Vision

From our experience, we have always found that founders having and clearly articulating their vision to all stakeholders can very simply mean the difference between success and failure.

A clear vision outlines the brand’s aspirations beyond profitability, guiding its overarching purpose and sharing it with all stakeholders.

Brand Personality

We think of the brand personality as the voice — crafting the right brand personality is an opportunity to differentiate your brand from the rest and greatly improves the efficacy of all marketing spend. Brand personality embodies traits that communicate the brand’s message; using brand archetypes, brands can portray consistent and relatable personas.

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