Before you dive into Lean Brand development, it's important to have an accurate picture of what assets you have and which ones you don't. If you haven't done any intentional branding yet, feel free to skip this question. If you have, simply take account of what you have.

1. List any existing brand elements (story, artifact, invitation) you already have. (For example, do you already have a website? A logo? A mission statement? Etc.)
2. Do you know which ones are working and which aren't? How do you know?
3. What metrics have you used in the past to measure your branding success or failure?