The basics of planning a brand

The reason for this sprint

You care about creating a brand that potential customers will find enticing and that accurately indicates why you and your enterprise are special. Founders need to understand what a brand is and how it is developed and formed.

A brand takes time to develop and cannot be fully formed until your core team is in place and you have introduced your product or service broadly.

Nevertheless, how you think about finding your team, how you design your product or service, how you think about delivering it and pricing it will ultimately play a role in what your brand will become, so it is important that you understand how and when brands evolve and coalesce.

This is not a one and done exercise, as a brand will develop and evolve as your enterprise forms and its products or services are introduced and evolve.

This sprint challenges you to start thinking about this long process so that you do not make any naïve missteps along the way.