Three-Hour Brand Sprint Template
Turn abstract ideas about your brand into common language.
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.
Use Case Diagram
A use case diagram is a visual tool that helps you analyze the relationships between personas and use cases. Use case diagrams typically depict the expected behavior of the system: what will happen and when. A use case diagram is helpful because it allows you to design a system from the perspective of the end user. It’s a valuable tool for communicating your desired system behavior in the language of the user, by specifying all externally visible system behavior.
When it comes to ideas generated during a meeting, you want quantity AND quality. So why choose? Our meeting organizer template will maximize your meeting’s chances of yielding lots of great ideas. It will give you a simple, efficient way to design any activity (including meetings and daily planning) and make sure remote teammates know just what the meeting aims to accomplish. And you can give your meeting organizer power by connecting Miro to your favorite apps and services: Atlassian’s JIRA, Google Drive, Slack, Trello, DropBox and OneDrive.
Amazon pioneered the working backwards approach based on one of their key principles: celebrating customer obsession. Working backwards is a framework for thinking about a product without a detailed roadmap. Your product team would work back from a mental image of the customer to launch your product in a way that truly serves them. The method requires anyone with a new product or feature idea to articulate its objective as clearly as possible.. If the idea presentation impresses leadership, the next step is to map out what the team needs in order to get to the product or feature launch.
Work Breakdown Structure
A work breakdown is a project management tool that lays out everything you must accomplish to complete a project. It organizes these tasks into multiple levels and displays each element graphically. Creating a work breakdown is a deliverable-based approach, meaning you’ll end up with a detailed project plan of the deliverables you must create to finish the job. Create a Work Breakdown Structure when you need to deconstruct your team's work into smaller, well-defined elements to make it more manageable.
A SIPOC diagram maps a process at a high level by identifying the potential gaps between suppliers and input specifications and between customers and output specifications, and thereby defines the scope of process improvement activities. The acronym SIPOC stands for Suppliers (sources), Input, Process, Output, and Customers. SIPOC identifies feedback and feed-forward loops between customers, suppliers, and the processes, and jump-starts the team to think in terms of cause and effect. Use this visual tool to document the working process from beginning to end.
Voice of Customer
Identifying the voice of the customer is a crucial part of any customer experience strategy. Your Voice of Customer is simply a framework for understanding your customers’ needs, wants, preferences, and expectations as they interact with your brand. Evaluating your Voice of Customer allows you to dive into what your customers are thinking, feeling, and saying about your products and services, so you can build a better customer journey. Use the Voice of Customer template to record answers to key questions about your customer, including: What are they saying about our product? What do they need? How can we fulfill that need? And who is this persona?