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Brand Sprint team & proces

Brand Sprint team

The Brand Sprint is designed to fit into a day part (morning or afternoon) and consists of a team of about six participants. They have to be company executives. Many startup teams don’t think of themselves as “executives.” If it sounds funny to you, try “decision-maker” or “stakeholder”. Bottom line: Your Brand Sprint needs to include people with authority and ownership of your company’s identity.

 

Must have in the room:

  • CEO
     

And at least one or two of these:

  • Co-founder

  • Head of marketing

  • Head of product or design
     

One participant must be the “Decider” — the company’s true decision-maker about your brand. In most cases, the Decider is the CEO, but in some cases the Decider could be a co-founder or CMO.

Brand Sprint 3-part process
Company
Motivation
Values &
Audiences
Relative
Category Position

Each part plays a significant role and holds exercises from the Brand Sprint protocol. One of the advantages of a Brand Sprint, as in fact with any Sprint type workshop, is team alignment.

 

After the workshop exercises with the team you’ll have a set of diagrams in a brand cheat-sheet that you can use to make decisions. It’s not a replacement for a branding agency, but the cheat-sheet will create your baseline for the briefing when hiring one!

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