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Brand Sprint Workshop

Brand Sprint Workshop

Invited to execute a brand sprint workshop for the startups at Beehive Accelerator. Presented at the University of Cebu. Thank you Ms. Sheryl Satorre for the invite! 🦄✨

Francis Alturas

May 23, 2019
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  1. W A Z Z U P F O L K

    S Hello! P R E A M B L E
  2. N I C E T O M E E T

    Y O U Francis Alturas P R E A M B L E
  3. b e f o r e w e p r

    o c e e e d D I S C L A I M E R
  4. b e f o r e w e p r

    o c e e e d D I S C L A I M E R Let’s keep it casual Take everything with a grain of salt
  5. i n t r o What is a Brand? B

    E F O R E W E S T A R T
  6. Unique design, sign, symbol, words, or a combination of these,

    e A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.[ Wikipedia A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Legal protection given to a brand name is called a trademark. Investopedia The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the current meaning of the word “trademark.” Forbes Trademark, a mark of identification and differentiation The sum of all experiences associated with an organization and its offerings Strategic Brand Management, Kevin Lane Keller a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand. American Marketing Association
  7. Marty Neumeier, The Brand Gap A brand is a person’s

    gut feeling about a product, service, or organization.
  8. n i c e t o m e e t

    y o u 3 Hour Brand Sprints L E T ’ S T A L K
  9. 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.
  10. a b s t r a c t d e

    s i g n c o . But, first, choose a decider 3 H O U R B R A N D S P R I N T S
  11. a b s t r a c t d e

    s i g n c o . Now that’s settled 3 H O U R B R A N D S P R I N T S
  12. a b s t r a c t d e

    s i g n c o . Let’s get started! 3 H O U R B R A N D S P R I N T S
  13. A c t i v i t y 1 helps

    you think long-term. 20 Y ear Roadmap 3 H O U R B R A N D S P R I N T S
  14. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 4. Each person looks at the post-its and quietly vote on their favorite answers using the dotted stickers. 3. No argument or discussion yet. 2. Going around the room, each person reads their answers aloud and puts them on the whiteboard. 1. Each person quietly writes down his or her own prediction for all four dates on a post-it.
  15. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 7. Take a photo of the whiteboard and put it into a new slide deck called “Super Simple Brand Guide”. 6. The Decider chooses her favorite item for each future date. 5. Discuss and argue for about five minutes (use a timer to keep it to five minutes!).
  16. A c t i v i t y 2 reminds

    you why your company exists What, How, Why 3 H O U R B R A N D S P R I N T S
  17. A c t i v i t y 2 reminds

    you why your company exists What, How, Why 3 H O U R B R A N D S P R I N T S
  18. A c t i v i t y 2 reminds

    you why your company exists What, How, Why 3 H O U R B R A N D S P R I N T S
  19. A c t i v i t y 2 reminds

    you why your company exists What, How, Why 3 H O U R B R A N D S P R I N T S
  20. What does your company do? A phrase or sentence describing

    your primary business for the next five years. Examples: “Make toothpaste”, “fix cars”, etc. How do you do it? What’s your secret sauce? What technology or approach sets you apart from the competition? Examples: “Made with all-natural ingredients”, “best-in-class friendly service”, etc. Why? You can think of the why as the reason you get out of bed in the morning and go to work. The why should reflect the core reason your company exists, and it won’t change much over time. You may pivot the business, launch new products, and enter new markets, but your why remains the same. Examples: “Promote healthy living”, “help people get where they need to go”, etc.
  21. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 4. Each person looks at the post-its and quietly vote on their favorite answers using the dotted stickers. 3. No argument or discussion yet. 2. Going around the room, each person reads their answers aloud and puts them on the whiteboard. 1. Each person quietly writes down his or her own prediction for all four dates on a post-it.
  22. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 7. Take a photo of the whiteboard and put it into a new slide deck called “Super Simple Brand Guide”. 6. The Decider chooses her favorite item for each future date. 5. Discuss and argue for about five minutes (use a timer to keep it to five minutes!).
  23. a c t i v i t y 3 Top

    3 Values makes your why more specific 3 H O U R B R A N D S P R I N T S
  24. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 4. Each person looks at the post-its and quietly vote on their favorite answers using the dotted stickers. 3. No argument or discussion yet. 2. Going around the room, each person reads their answers aloud and puts them on the whiteboard. 1. Each person quietly writes down his or her own prediction for all four dates on a post-it.
  25. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 7. Take a photo of the whiteboard and put it into a new slide deck called “Super Simple Brand Guide”. 6. The Decider chooses her favorite item for each future date. 5. Discuss and argue for about five minutes (use a timer to keep it to five minutes!).
  26. a c t i v i t y 4 Top

    Three Audiences helps you prioritize the target for your brand 3 H O U R B R A N D S P R I N T S
  27. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 4. Each person looks at the post-its and quietly vote on their favorite answers using the dotted stickers. 3. No argument or discussion yet. 2. Going around the room, each person reads their answers aloud and puts them on the whiteboard. 1. Each person quietly writes down his or her own prediction for all four dates on a post-it.
  28. 3 h o u r b r a n d

    s p r i n t 20 Y ear Roadmap Note & Vote 15 MINS 7. Take a photo of the whiteboard and put it into a new slide deck called “Super Simple Brand Guide”. 6. The Decider chooses her favorite item for each future date. 5. Discuss and argue for about five minutes (use a timer to keep it to five minutes!).
  29. a c t i v i t y 5 Personality

    Sliders defines the attitude and style of your brand 3 H O U R B R A N D S P R I N T S
  30. 3 h o u r b r a n d

    s p r i n t Personality Sliders 30 MINS 2. Give everyone a printout of this diagram: 1. Draw a diagram on the whiteboard with four ranges: - “Friend” to “ Authority” - “Y oung & Innovative” to “Mature & Classic” - “Playful” to “Serious” - “Mass Appeal” to “Elite”
  31. 3 h o u r b r a n d

    s p r i n t Personality Sliders 30 MINS 5. Discuss any diagram where people disagree about where the company should be. For example, if Andy put a dot right by “Mass Appeal” and Beatrice put a dot right by “Elite”, they should explain their positions. Time this discussion—it needn’t take longer than five to ten minutes. 3. Each person marks their printout to indicate where they think the company sits on each range. 4. Everyone takes turns marking the whiteboard with their sliders, then labeling each one with their initials.
  32. 3 h o u r b r a n d

    s p r i n t Personality Sliders 30 MINS 6. At the end of the discussion, the Decider makes the call. She should be given a few minutes to quietly plot her final choices on the whiteboard. 7. Take a photo of the whiteboard and add it to the slide deck.
  33. a c t i v i t y 6 Competitive

    Landscape helps you prioritize the target for your brand. 3 H O U R B R A N D S P R I N T S
  34. 3 h o u r b r a n d

    s p r i n t Competitive Landscape 30 MINS 3. Each person chooses the one or two most important companies on their list. 1. Draw a 2x2 matrix: a. “Classic” to “Modern” on the x-axis b. “Expressive” to “Reserved” on the y-axis 2. Each person writes down a list of other companies in the same space or industry. 4. Going around the room, each person reads their choices aloud and the facilitator writes the company names on sticky notes (one name per sticky).
  35. 3 h o u r b r a n d

    s p r i n t Competitive Landscape 30 MINS 7. Finally, plot your own company on the matrix. This should be fairly easy — after all, you’ve just been doing brand exercises for 150 minutes. 5. One at a time, place the sticky notes on the matrix. Quickly discuss where it should go. Repeat. 6. Once all the sticky notes are up, the facilitator should ask the Decider if she’d like to move any of the notes. 8. Double-check: Look back at the rest of the sprint exercises. Does this placement make sense for your 20- Y ear Roadmap, What How Why, Values, Audience, and Brand Sliders?
  36. 3 h o u r b r a n d

    s p r i n t Competitive Landscape 30 MINS 9. As always, the Decider makes the final call. 10. Take a photo of this whiteboard and add it to the slide deck.
  37. Taken together, these six diagrams are a powerful, concrete representation

    of your company’s brand. When you’re faced with a big decision  —  about naming, identity, marketing, or even company policy  —  you can use these diagrams as a guide. And if you decide to hire an agency, you can start your relationship with them by walking through your new brand guide. It’ll give you a giant head start.
  38. a b s t r a c t d e

    s i g n c o . 3 Hour Brand Sprints O U T R O
  39. N I C E T O M E E T

    Y O U Francis Alturas O U T R O
  40. a b s t r a c t d e

    s i g n c o . Thank you! O U T R O
  41. c r e d i t s Jake Knapp: The

    Three-Hour Brand Sprint Google Ventures: The Design Sprint The Futur - Identity Design: Branding The Brand Gap - Martry Neumeier R E S O U R C E S