THINKING – Sprint 20
How to name and differentiate your brand
The reason for this sprint
After having defined the feelings you want to evoke in your customers, you will need to get a better understanding of how your brand will fit into their lives.
Every entrepreneur needs to be acutely aware of what other brands their customers invite into their lives, why and how to set themselves apart from other brands.
This sprint walks you through how you get this deeper understanding and can then intentionally make decisions to differentiate your brand in the market.
First, we teach you how to create a visual brand map that will help you developed the detailed knowledge of other brands you’re competing with. Then we walk you through how to pick a great name for your brand.
Sprint exercises
We first ask you to read or listen to “How to name and differentiate your brand.”
Then work through these 2 foundational brand building exercises:
Create a visual brand map specifically focused on your target customer persona.
First brainstorm as many ideas for brand name as you can come up with. Then assess your name ideas based on the criteria laid out in our article. And finally write down a short list of 3–5 names that meet all the criteria we lay out in our article.
Your visual brand map and your short list of names are the foundational building blocks for future sprints and for hiring people to help you further develop your brand.