Brand Sprint Template
Turn abstract ideas about your brand into common language to describe what your company is about and create a “brand cheat sheet.”
A brand sprint is a three-hour meeting comprised of six different activities that are designed to align your team around your motivation, values, audience, personality, and competitive landscape. After completing the brand sprint, your team will have a simple brand cheat sheet that will help you communicate your branding philosophy and work more seamlessly with a branding agency (if you choose to).
About the Brand Sprint template
What is a Brand Sprint?
Brand-building is a high-stakes task. Organizations live or die on how customers and potential customers respond to their brand. Whether your company is building a brand from the ground up or revamping an existing brand, a brand sprint is a valuable tool.
A brand sprint is an exercise that allows you to distill your disparate ideas about your brand into a comprehensive profile. By answering a series of questions about your brand, you can illuminate your brand’s mission statement, roadmap, and much more.
Where did the Brand Sprint originate?
The brand sprint was popularized by the team at Google Ventures and written about in detail by Jake Knapp in the book Sprint. The ideas included in the brand sprint come from a range of sources including Steve Jobs’s 1997 internal meeting at Apple, Stewart Butterfield’s essay We Don’t Sell Saddles Here, Simon Sinek’s TED talk How Great Leaders Inspire Action. Want to learn more about the nuts and bolts of running a brand sprint? Our CMO Barbra Gago shares how Miro went through this process with a remote team in this blog post.
Why do businesses use a Brand Sprint?
Businesses use a brand sprint to build out a profile for the organization. Brand sprints enable you to think about your roadmap for the future, your values, your audiences, and why your company exists in the first place. These exercises help you define the attitude and style of your brand and compare your brand to companies operating in the same space.
Read how Miro utilized the Brand Sprint template and process when undergoing a rebrand.
How to run a Brand Sprint
Step 1 - Gather your team. You should generally aim for two to six people, including your CEO. You should also have your co-founder, head of marketing, or head of product in the room. Designate someone the “decider” and find one or two facilitators.
Step 2 - Schedule a block of time in which you can work uninterrupted. Most brand sprints take about 3 hours.
Step 3 - Start with your 20-year roadmap. Have each participant write down their own version of that roadmap, then invite everyone to share. Of course, these don’t have to be exact or precise; no one has a time machine! But this exercise should get you to think about the lifetime of your brand.
Step 4 - Do the “What, How, Why” exercise. The “What, How, Why” framework consists of three concentric circles. The outside circle is labeled “what,” the middle circle is “how,” and the inside circle is “why.” Go around the room and ask everyone to answer three fundamental questions: What does your company do? How do you do it? And why?
Step 5 - Build out your company’s top three values. Rank the decision-making principles that matter to you.
Step 6 - List your top three audiences. Have everyone in the room write down their own answers to this question, then bring everyone together to share.
Step 7 - Now it’s time to start thinking about your brand’s attributes. The Personality Sliders exercise invites you to position your company’s attributes between brand extremes, such as Friend and Authority or Mass Appeal and Elite.
Step 8 - Finally, analyze your competitive landscape. What other organizations are operating in your space? What are they doing right? What can you do differently?
When should you run a brand sprint?
The Google Ventures team recommends only running a brand sprint when you have a trigger event such as naming your company, designing a logo, hiring an agency, or writing a manifesto.
Easy to use
Save time by using our pre-made Brand Sprint template instead of creating your own from scratch. Get started by signing up for free to update it with your own information.
Invite your team members to collaborate on your new Brand Sprint template. Miro enables you to engage co-located and remote teams on a virtual whiteboard, without constraints.
Need to share your Brand Sprint template with others? Miro has multiple exporting options, like saving to PDF.
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