Inside a two-week brand sprint

Rebrands have a reputation for taking months and producing a logo nobody can explain. Our brand sprint compresses the important decisions into two weeks, with the founders in the room.

Days 1–3: listen

We interview founders, staff and five to ten customers, and review every competitor a customer might compare you with. We look for the words customers use that the company does not.

Days 4–5: decide

Two workshops settle positioning, audience and personality. By Friday everyone can finish the sentence “We are the only … that …”.

Days 6–9: explore

• Three distinct visual directions, each shown on real touchpoints
• Messaging and voice examples for the website and social posts
• Quick tests with customers to see which direction is remembered

Day 10: commit

We choose one direction together and agree on the plan to roll it out, from packaging to the website.

Who should be in the room

The founders, someone who sells, someone who supports customers and one sceptic. Keep it under six people. Decisions made by a small group that includes the final decision-maker survive; decisions made by committee get reopened a month later.

What you leave with

• A positioning statement everyone can say out loud
• A chosen visual and verbal direction shown on real touchpoints
• A rollout plan with owners, dates and a budget

Fernway Coffee started with a sprint like this. Six months later, online revenue had almost tripled.