Sprinting Towards a Brand
Brands aren't created overnight. Whether it's a new venture or a rebrand, effective branding requires time, space and clarity. At the same time, there is often high pressure: conflicting ideas may be circulating and different stakeholders will have their own needs and expectations. So where does one begin?
Our answer is the Brand Sprint. It's a method for establishing a surprisingly solid foundation for brand design in just one afternoon.
What is a brand sprint?
It is a highly efficient workshop method that originated in the Google universe. It helps to translate ideas into a tangible brand image. Crucially, the outcome is not a new logo or slogan, but rather a shared understanding of the brand and a foundation for future development.
We use this tool with a variety of brands, ranging from newly founded start-ups to well-established companies. And we are always amazed at how much can be achieved in such a short time.
“The outcome of a brand sprint is not a new logo or slogan, but rather a shared understanding of the brand and a foundation for future development.“
What you need for a brand sprint
The setting is simple but essential. The brand sprint will only deliver results if these conditions are met.
- Who: All of the key decision-makers must be present. This includes the CEO, the head of marketing, the head of product, and the head of branding. Someone also needs to moderate the whole thing.
- When: Participants should reserve three hours. This may seem like a lot of time in a busy schedule, but it is much more efficient than multi-day retreats that do not produce clear results.
- What material: Flipcharts or whiteboards, Post-its, pens, and a timer. That's it. Very important: brand sprints are mobile phone and laptop-free zones.
- How: Tasks are first completed individually, then discussed and finally evaluated by vote. This ensures that quiet voices are heard just as much as loud ones.
- What to prepare: There is strictly no preparation. It is important that everyone approaches the workshop with an open mind. The more input, the better. There are no wrong answers and perfection is out of place.
Reaching your goal in six exercises
The Brand Sprint comprises six tasks designed to help you develop a shared vision quickly.
1. A glimpse into the future
The first exercise is to envision where the company will be in 5, 10, 15, and 20 years' time. This is no easy task, because who knows what will happen in 15 years? The aim is not to devise a rigid plan, but to develop a shared, long-term understanding of the brand.
2. The 'What, How & Why'
Simon Sinek's 'Golden Circle' model may not be equally effective for every company. However, the concept remains valuable for this workshop task. We will work our way to the core of the brand by answering three questions:
- What: What does the company offer?
- How: What’s the secret sauce? What sets it apart from its competitors, whether through a particular approach or technology?
- Why: Why does this company exist? Why do we do what we do? Or, more philosophically: Why do we get up every morning?
3. The top 3 corporate values
The challenge lies in limiting ourselves to just three values. After all, we all want to be customer-focused, innovative, sustainable, committed and loyal. The list of options is endless. In the sprint, we force ourselves to focus. Which three values are really the most important?
4. The top 3 target groups
We face the same challenge here as with the values. Our experience shows that brands often want to please everyone. However, if you try to speak to everyone, you often end up not reaching anyone. That's why we define the three most important target groups.
5. The brand personality
To determine a brand's unique personality, we use a fun tool called the 'Personality Slider'. This is a list of pairs of opposing terms, each at opposite ends of a scale. Using the slider, you can identify your brand's current and desired states. In our experience, this tool can be a double-edged sword. It is extremely helpful in giving the brand a personality and making it more tangible and human. However, defining the terms is an ongoing process.
Here's an example from our latest Brand Sprint for Viña de Eufemia. One scale ranged from 'accessible' to 'exclusive'. The brand should appear open and inviting; however, its innovative permaculture cultivation and limited product range inevitably create a certain exclusivity. These nuances need to be worked out together.
6. Keeping an eye on the competition
This is where the good old matrix comes into play. Your competitors are placed on a scale from 'traditional' to 'modern' and from 'expressive' to 'reserved'. Finally, your own brand is positioned within this framework. This familiar exercise can lead to valuable discussions.
What happens after the brand sprint?
After three hours, the flipcharts are full and everyone's brainpower is depleted. A brand sprint is intense and requires a lot of energy. But the real work has only just begun. It is important to document the results clearly. This can be done quickly: just take photos and structure the content – job done!
These results will serve as a compass from now on. They should inform future decisions regarding brand architecture, design, naming and communication, and can serve as a briefing for agencies. They can also help new employees familiarise themselves with the brand's DNA.
A brand may not be created overnight. But we can lay the groundwork for its development in just one afternoon.
