Minimal Viable Brand

Minimum Viable Branding (MVB) –
a lean branding process for startups.

Katja Wenger
by Katja Wenger

With our lean branding approach, we develop minimal viable brands (MVB) for startups, product and corporate initiatives. The cost-effective and focused minimal form of a corporate identity allows young companies to quickly define their brand, clarify corporate cultural issues and find their self-image. As a first step, it is important for start-ups, but also for innovative initiatives in established companies, to convince stakeholders, potential employees and investors. An MVB helps here.


The starting point:
the brand personality.

In the initial workshop we develop the brand personality together with the company founders. We define the behaviour of the brand towards customers and employees, examine the role in the market on the basis of brand archetypes and develop the aesthetic positioning. We take a pragmatic approach, because in this early phase of a company's development, analysis and strategy only reflect a moment in its development.
A central component of the strategy is to define the behavior of the brand from the brand personality. In the workshop, we ask the question: "What would my brand be like if it were a person? The personality is documented by us live in text and drawing. The analysed character traits and attributes are later clustered and transferred into so-called brand filters.


From Moodboard to

Based on the brand filters, we develop 2-3 moodboards, i.e. visual collages that correspond to the strategic target position in various forms. The moodboards are used for comparison with the client. In this way we can take the founders and initiators with us on the way to their brand image. In the second step, colours, typography, illustration style and logo are defined and tested at 2-3 selected touchpoints. Only then is the set of rules formulated and, if desired, concrete applications such as a landing page, an app or PowerPoint slides for the startup pitch deck are created.