#10 — The three-hour Brand Sprint

Why it matters: Your brand is everything—what you build, how you build it, who you build it for, and how you work. This simple three-hour exercise will help you make better decisions about your startup's identity.§

The big picture: Created by Google Ventures, the Brand Sprint squeezes essential branding exercises into just three hours, making it accessible for busy founders who need clarity without the expense of hiring a full-scale branding exercise.§

When to do a Brand Sprint

Timing is everything: Only run a Brand Sprint when you have a trigger event like:§

• Naming your company
• Designing a logo
• Hiring a branding agency
• Writing a company manifesto

Who needs to be there:§

• CEO (mandatory)
• Co-founder(s)
• Head of marketing or design
• The true decision-maker (the "Decider")

The six exercises

1. 20-Year Roadmap (15 minutes)§

• Draw a timeline with 5, 10, 15, and 20-year markers
• Have everyone write predictions for each milestone
• Let the Decider choose the final vision for each point

2. What, How, Why (30 minutes)§

• What: Define what your company does in one sentence
• How: Identify your unique approach or technology
• Why: Articulate the deeper purpose that drives your work

Reality check: Companies with a strong "why" like Apple and Nike have maintained their core purpose for decades, creating stronger brands that customers connect with.§

3. Top Three Values (30 minutes)§

• Generate a list of potential company values
• Narrow down to just three, in ranked order
• Your #1 value becomes your north star for decisions

4. Top Three Audiences (30 minutes)§

• List all possible audiences who matter to your business
• Prioritize the top three in order of importance
• This clarity helps focus your messaging and product development

5. Personality Sliders (30 minutes)§

• Position your brand on four spectrums:
  • Friend vs. Authority
  • Young & Innovative vs. Mature & Classic
  • Playful vs. Serious
  • Mass Appeal vs. Elite

6. Competitive Landscape (30 minutes)§

• Plot competitors on a matrix of "Classic to Modern" and "Expressive to Reserved"
• Place your company on the same matrix
• Ensure your position aligns with earlier exercises

The bottom line

This simple slide deck of whiteboard photos becomes your "Super Simple Brand Guide"—a powerful tool for making decisions, onboarding new employees, and staying true to your vision as you grow.§