Brand Deck tips and tricks

Here a few tips and tricks that have helped me over the years when I'm using the brand deck:

• It's absolutely us: the brand deck has a category that says: "You are". I like to reframe it in "It's absolutely us, our service or our company everyday". Because otherwise you'll end with way too many elements in that category.

• Dot voting to reduce: if you work with several people then a little dot voting session can help to reduce very quickly the elements in the categories "You are" and "You are not".

• Go for three: I personally find it easier to brief creatives with just three "You are" traits and three "You are not" traits that are in priority 1 to 3

• Bonus, do it asynchronously: if you use the digital version of the brand deck, you can easily ask your client to do a first pass of the brand deck exercice by themselves in advance. And then during the workshop you review the results and prioritize them.