Be Passionately
Curious

CREATE YOUR OWN DESTINY BY DEFINING IT.

As a team, identify the words you want your business to be associated with. These ideas will help you define your brand identity.

What to do:

❶ Ask each member or small group to think of the words they want the brand to be associated with. Members should list these words along one edge of their piece of paper.
❷ Ask everyone to circle the single most important word from their list.
❸ Next, everyone should underline the 2–3 words that are honourable mentions in terms of importance.
❹ Cross out any remaining words that are not critical to the brand’s desired reputation.
❺ Now, ask everyone to make a word cloud. Write the first word you circled in the middle of the page. The underlined words should be dispersed around that core word in their own, slightly smaller circles.
❻ Any remaining words that you did not cross out can be written, smaller still, toward the outer edges of the page.
❼ Discuss and record why people chose the core words they did and what thoughts led to removing any words from their list.