MVB: what is it and how do you build your Minimum Viable Brand?

What Is MVB, or Minimum Viable Brand?

MVB: Definition

The MVB expression refers to the terms Minimum Viable Brand. It's a technique for developing the first elements of a brand.

You might also be familiar with the "Minimum Viable Product" concept. In tech jargon, this means releasing a technology product to get initial customer feedback while deploying minimal effort. This method is perfect for testing an app idea or launching a website.

As you'll understand from this parallel, the MVB is the branding equivalent of the MVP (minimum viable product).

Thanks to the minimum viable brand, a company launching its brand can create a real branding strategy with a well-defined brand identity. The goal is to minimize costs and internal resources to create these initial brand elements.

For a company, startup, or even a freelancer just starting out, the minimum viable brand is a highly effective and inexpensive concept!

The objectives of the MVB approach are to create a brand quickly to interact as early as possible with future customers and prospects to verify that the concept works.

To do this, you simply follow an MVB canvas or template that guides brand creators through each step.

When to Use the Minimum Viable Brand Model?

The MVB model is particularly suited to launching an entrepreneurial project. After studying project feasibility, notably through a business plan, thinking about branding can begin.

Often, in a team project that brings together several members, adopting the minimum viable brand concept allows everyone to communicate around the same brand principles. For example, teams can share information about the brand such as its tone, colors used, or the first version of the logo.

A developer working on the application can thus get an idea of the design colors to integrate. Sales teams can work on their sales pitch taking into account the work done during the minimum viable brand phase.

This doesn't mean this will be the brand's final image, but it's a way to exchange ideas with the same foundation. Indeed, the minimum viable brand isn't necessarily revealed to the public first—it can be unveiled internally and to initial test customers only.

MVB Template: Steps to Follow

Step 1: Purpose and Reason for Being

To succeed with your Minimum Viable Brand, you can rely on the MVB template. The first phase of work consists of being clear about your company (knowing its reason for being) and the direction you want to take it.

For this, brand creators must question themselves. The objective, at the end of the exercise, is to have defined:

1. The company's "Why" (purpose): that is, its reason for being

2. The "How" (method): it determines the brand's mission

3. The "What" (deliverable): all the value propositions that will allow the company to respond to this why and how (in other words: the solutions and products offered)

The Why

First phase, therefore, involves reflecting on the company's "Why." Here are some leads:

• What need, what problem will the brand help solve? Is this problem obvious, can you define it?

• Who are the target customers/people the brand will help?

The How

The second phase will be thinking about how the company plans to act to solve the problem. Thus, you'll need to question:

• What is the company's mission?

• What are the brand's strengths in facing this mission?

The What

To finish with this first step of the minimum viable brand, you must then define the means to deploy so the company succeeds in its mission (the offers and services proposed).

The concrete result of this first work step can be a manifesto or mantra, like a battle cry.

Step 2: Brand Values and Expression Style

The second step for following the minimum viable brand method relies on reflection around the brand's personality.

For this, the exercise must allow you to personify your brand. If it had personality traits, what would they be?

Next, you should take time to define this brand's values. These are the company's ethical and moral foundations. They respond to the beliefs and mission engaged by the brand.

Examples of values for a company: authenticity, excellence, transparency, creativity...

Quick tip: Just rely on a list of fundamental values and select three main ones. From these key values flows how the brand can express itself—that is, its tone.

Let's look at an example! A brand that has boldness as a core value should naturally present bold, different discourse and certainly not be discreet!

A brand can have a tone that's: accessible, educational, elitist, warm, simple, enthusiastic...

Step 3: Visual & Graphic Expression

The third step to creating a coherent minimum viable brand consists of translating everything highlighted previously through a graphic identity.

The objective of graphic identity is to align the brand's mission, values, and personality and amplify them.

At the end of this third step, the company will have:

• A logo: This is the centerpiece of a brand's identity. It must be memorable and easily identifiable. It can illustrate the company's reason for being through a figurative representation of the mission

• Its colors: These must match the brand's personality

• Its typography: This is good support for emphasizing the brand's personality. The font, its scale, weight, and layout will have an impact

• Graphic elements like visuals or iconography

What to Do After the Minimum Viable Brand?

Brand Positioning Proposal Following MVB

Once the minimum viable brand exercise is completed, the company can move to another equally strategic step. We're talking about brand positioning.

Brand positioning logically emanates from the Minimum Viable Brand: it's the brand's expression among its competitors.

Determining positioning means placing yourself in your market, facing your competitors. Here are the points to consider:

• What type of consumers does the brand want to reach (= the target)? You must establish a very specific segment to develop a marketing strategy that specifically targets these audiences. In today's marketing, the more precise you are, the more relevant you can be.

• Who are the competitors, what are their brand elements? What is their branding (values, mission, visual identity, weaknesses, advantages...)? By clearly identifying market trends, it's easier to propose something that integrates well, or conversely, that stands out.

• Write your brand positioning: This means precisely clarifying who the target consumer is, defining the market, writing a brand promise, and writing proof.

• When reading the brand positioning statement, you should question its effectiveness and truthfulness. The company's values and mission must be transparent. You should also be realistic and authentic.

Conduct a Brand Perception Survey

Brands that have the financial capacity and time to conduct a brand perception survey can get concrete feedback from outsiders.

Yes! Imagine, a brand works hard on its minimum viable brand and positioning. Certainly, many minds are often involved. But this doesn't mean the brand hit the mark: Is it capable of seducing its target? What is strangers' perception of this project?

The brand perception survey is precisely here to ensure we've done good work! This survey can be done in different ways: spontaneous survey, assisted survey, awareness barometer...

It's best to get feedback from as many people as possible: people who are part of the target but not only, employees, partners, etc.

A worldview, a mission, and solid foundations thanks to a well-established brand identity. That's what you'll be able to create thanks to the minimum viable brand!