We developed the Brand Deck at Simple Honest Work to fill a need for a tool that helped clients articulate their brand's attributes. The deck consists of 100 adjectives; simple, complex, surprising, dependable, etc. When doing the exercise, you and your team are forced to decide on a maximum of six words that define your brand. The conversation that takes place when trying to agree on those six words is where the magic happens. Assumptions are tested, conflicting goals are exposed, agreements are celebrated, and ultimately you come away with a stronger vision for your brand.