Day 5 - Positioning
“If I had more time, I would have written a shorter letter.” This exercise is often the most difficult and the most rewarding. In our final session, we’ll narrow everything Seed + Mill stands for down to one, concise brand statement of ten words or fewer!
Day 4 - Customer Persona
Demographics, while important, are a one-dimensional way of thinking about your ideal customer. What if you could describe your ideal customer the way you’d describe your best friend? This sprint paints a picture of who you speak to when you write copy, who you cast in a photoshoot, and who your customer truly is.
Day 3 - Competitive Frame
In this session, we’ll practice going against the grain. When most of your competitors are swinging right, we find it easier to stand out by going left. By the end of this exercise, we’ll put Seed + Mill on a map that determines their brand voice.
Day 2 - What, How, Why
What, How, Why is an exercise for anyone who’s met a kindergartener. By asking ourselves “why” half a dozen times, we’ll uncover Seed + Mill’s reason for being in business. Along the way, we will decide what business they’re in and what sets them apart from everyone else.
Day 1 - Vision & Brand Values
Starting from today and looking at the next 20 years, we’ll determine Seed + Mill’s long-term vision for the brand and vote on the growth milestones that will guide them down that path.
Our brand values exercise takes rapid idea generation to new levels. As patterns emerge from the dozens of sticky notes, we’ll decide, as a team, which three values represent Seed + Mill. These brand values will become the filter through which all brand collateral are passed through.