I recently shared a Twitter thread sharing how I created the brand strategy (not built, that's years of hard work!!) for https://startupbuilder.mba with a brand sprint.
I think it's something valuable to think and build your startup brand real quick. Thus I want to share it with you all.
Before performing the brand sprint, I ideated a name following the purpose brand principles: create a name and a brand that embraces the "Job-To-Be-Done" + purpose you are making for your customer.
👉 Learn more https://link.medium.com/8HgzkLgKDbb
With this name and almost random brand colors+font I validated StartupBuilder.mba and built it just after having sales.
After 3K$ sold and 70 customers, I decided it was time to work on the brand strategy. So let's start with the branding sprint.
To perform the brand sprint, get into a room with your marketing team or cofounder, or somebody that might help you with a different perspective than yours. Expect 3 hours of the workshop. Let's have a look at the steps with my real outputs .
It's crazy right? No, you are not doing a plan. that's not the point.
This exercise intends is to think long-term to see if the brand you are strategizing can last tens of years.
If you read about these terms, you will find different opinions on the meanings. I've followed the why, what, and how rule framework @simonsinek
Think and write Why (purpose), what (vision), how (mission).
Why - StartupBuidler Purpose
"We believe human progress can and should be accelerated. And we believe we can do that bringing the same opportunities to everybody in the world to innovate."
What - vision
"We will enable at least 10,000 worldwide innovators to accelerate their startup journey via validation and better decision-making."
How - Mission
"To be the most accessible way for innovators to make better, well-informed, and efficient decisions on their ideas. Driving you to success or pivot as quickly as possible."
Brainstorm and pick the top three values.
This will help in the future to align decision-making in your company and build your culture.
Should be something that you really care about!
👉 List with 500 Values to help you think https://www.threadsculture.com/core-values-examples.
Speed, Integrity, Method, Inclusion, Growth-Mindset, Passion
If you've done your homework with the idea validation, you should know it already.
Think about your top 3 customer segments or influencers/references in the market you want to partner with to help you reach your final buyer.
Our output (roughly, as this is not an exercise to deeply define the audience):
Use a whiteboard to position your company’s “sliders” between pairs of brand extremes.
Draw a 2x2 matrix:
Position the competition in the matrix
Position your company in the matrix. Try to do it in a free quadrant or not too close to your competition
Double-check: Look back at the rest of the sprint exercises.
Does this placement make sense for your 20-Year Roadmap, What How Why, Values, Audience, and Brand Sliders?
👉 Here an step-by-step article from the brand sprint inventors @jakek https://library.gv.com/the-three-hour-brand-sprint-3ccabf4b768a
After this process, you should be ready to share your strategy with a designer to help you show this brand personality and strategy with visuals:
In just 3 hours, you've created strategic criteria to drive your company decisions:
Thank you for reading the full thread🙏🙏🙏 If you think it is useful, please help your audience and me sharing the original tweet https://twitter.com/josberco/status/1339217050103898113?s=21
Ask Me Anything in the comments, happy to help with your branding process as a growth foundation.