first step we choose brand nouns :
what is the meaning of that!
it means that i start my work with a brand research to create a story and words that represent the brand
i create between 15 - 20 brand nouns that resonate the best with the brand message and we have a discussion together to select the ones me and my client accept together
for fitank nouns:
karate - Movement - powerful hit - sports - human - kick - jump - dynamic