Three-Hour Brand Sprint Template
Turn abstract ideas about your brand into common language.
About the Brand Sprint template
A brand sprint is a three-hour meeting comprising 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 cheat sheet that will help you communicate your branding philosophy and work more seamlessly in-house or with a branding agency.
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
Why do businesses use a brand sprint template?
Businesses use a brand sprint template 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.
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 as 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?
How do you define brand strategy?
A brand strategy is a long-term plan for developing a brand, and the ultimate goal is to have your consumers identify with it and choose your brand instead of others. Businesses and organizations run brand sprints to set the stage for their brand strategy.
How do I know my brand personality?
Running a brand sprint is a great way to discover your brand personality. You can find out about your brand attributes after doing a Personality Slider exercise that invites you to position your organization between brand extremes such as Friend and Authority, or Mass Appeal and Elite. Using adjectives and mood boards will help you and your team identify your brand personality during your branding sprint.
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.
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