The Three-Hour Brand Sprint
https://library.gv.com/the-three-hour-brand-sprint-3ccabf4b768a
Objectives
- Make the abstract idea of “our brand” into something concrete. After doing the exercises, the team gets a common language to describe what their company is about . So when you are faced with a big decision — about naming, identity, marketing, or even company policy — all subsequent decisions become way easier.
- The simple brand guide you will create can also help new employees understand what your company is about.
Attachments
- 20 Year Roadmap timeline.png
- Competitive landscape matrix example - from Google Ventures.jpeg
- Personality Sliders example.jpeg
- What - How - Why.png
Instructions
This process puts practical brand exercises into a sprint-like process that any team can use.
However, a word of caution from the author: only run a Brand Sprint if you really have to. If you won’t use the results right away, wait for a trigger event. Good triggers are naming your company, designing a logo, hiring an agency, or writing a manifesto.
You are going to need buy-in from the company’s leaders to run this session, since a Brand Sprint needs to include people with authority and ownership of your company’s identity.
Who can facilitate it?
You run this workshop with your own team, without needing any special expertise.
At the end, you’ll have a set of diagrams that you created during the workshop — a simple brand cheat-sheet — that you can use to make decisions related to your branding and marketing. It is not a replacement for a good branding agency, but it’s much better than nothing. And if you do hire an agency, the cheat-sheet will make you a better, smarter client.