Startup founders go through a lot of obstacles to validate their product in the pressure of time and money, and oftentimes, they neglect their brand in favor of the product, but you may be thinking now, what's a Brand Sprint?

Similar to the Design Sprint, the Brand Sprint is a new 3-hours process created at Google Ventures for startups that haven't yet defined their brand. It consists of a set of tools called exercises that help moving fast through the decision making, with the design and client teams, and coming to something concrete very fast.

Brand Sprint vs the old Branding process

Design agencies and designers usually use branding processes that take more than one month, sometimes even six or more, to design the clients' company branding. While we used to run the same types of processes, we quickly found out that these don't apply to startups that struggle with different kinds of problems than an established company does.

We now use Brand Sprint 2.0 - our own updated version of the one mentioned above. Let's now explore the benefits of such a process.

1. Very fast process with high-end results

The biggest goal of the Brand Sprint is to support startup founders to make big decisions regarding their brand in a short amount of time, without decreasing their brand's quality in the long run.

2. The client gets to contribute to every decision that's taken

Instead of designers taking decisions while working and then giving some kind of presentation that lets the client choose one path, the client gets to see how these decisions are formed and pick the ones that suit them the best.

3. The brand is validated too by the customers themselves

You can't know for sure if a brand is going to appeal to the customers, or what their reaction to it will be when launching. So, in Brand Sprint, at the end of each week the brand gets validated by 5 real customers. This is especially important for startups who need support from their brand when launching their product.

4. The company's motivation & brand messaging is ready in one day

Both teams work together so that the startup's motivation is quickly discovered through the exercises. When that's done, brand messaging is created immediately afterward so that the customers can understand what you do and why you do it.

5. The brand gets to have a personality on its own

With so much competition it's hard to differentiate from the other startups, and to make customers remember you by your brand identity alone. This process allows the brand to develop a personality on its own.

Lastly,

It is called brand 'sprint' because it's fast, the startup stakeholders get a say in the decision making right before implementing anything (eliminates most of the back-and-forth revisions), they won't have problems coming back and changing things because something doesn't fit the audience, and it's so high quality that the brand gets to have a personality on its own.

March 4, 2020

Andreea Encutescu

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Brand & Web Designer