Your brand is the core promise of your product. Branding is one of the ways you express your brand, but your logo and name are not the brand. We're also going to touch a bit on positioning. Positioning defines your competition, your unique value, who your ideal customer is and the market you intend to win.
Today we're going to make a series of decisions together. Those decisions will help drive us forward—making the same thing, for the same people, for the same reason.
Remember that people make decisions because of the way they feel. Today's decisions will help us understand and control how people feel about our company.
(To that end, the “Decider” role exists within this exercise to make final choices or break ties. This has to be one person, and it’s usually the CEO.)