I am a huge fan of Guy Kawasaki and i tried to think about some suggestions he give for startups
https://www.youtube.com/watch?v=Mtjatz9r-Vc1. make meaning
examples:
Company Meaning
Apple wanted to democraties Computer
Google wanted to democraties Information
ebay wanted to democraties Commerce
BitShares want to democraties Banking
2. Make a Mantra with 2 or 3 words
examples
Company Mantra
Nike Authentic athletic performance
FedEx Peace of mind
BitShares Banking anybody