The Three-Hour Brand Sprint

"Who qualifies as an “audience”? Customers, for sure, but you can think more broadly by asking this question: Whose opinion do you care about? "

" You need to know why you’re in business — and talk about it. When a company has a strong motivation and that motivation shines through, customers buy the product."

Finally, you’ll position your brand relative to others: Personality Sliders defines the attitude and style of your brand. Competitive Landscape compares your brand to other companies.

Next, you’ll add detail: Top 3 Values makes your why more specific. Top 3 Audiences helps you prioritize the target for your brand.

20-Year Roadmap helps you think long-term. What, How, Why reminds you why your company exists.

First, you’ll think about your company’s motivation:

The Brand Sprint consists of six exercises. 

The point of these exercises, it turns out, is to 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 — and all subsequent squishy decisions about visuals, voice, and identity become way easier.