Brand Deck

As seen in:

Who are you? Who are you not?

Whether you’re aligning your organization internally or kicking off a project with a client, Brand Deck can help you gain valuable insights into how you want to be perceived and understood.


This little exercise will identify your brand’s characteristics.

To play, round up a few people who understand your brand best. Each person sorts the cards into the different piles (You are, You are not, and Does not apply), discussing the choices along the way. Now, here’s the important part: the cards should describe how you want to be perceived by your audience. Once all the cards have been placed in the piles, focus on the ‘You are’ pile and narrow it down to 1 - 6 cards - these will be your brand’s characteristics. Ready? Let’s go.

choose your deck