Why we chose a Brand Sprint: Q&A with Russell’s Head of Brand

Q: Why did Russell choose to do a Brand Sprint with Continuous?

A: We saw it as an opportunity to put everything under the microscope.

We wanted to really look at who we are as a company, what we do, our products and ultimately our identity. There’s so much noise in the world today, so how do we cut through that and develop something that helps us connect with our clients while also creating a stronger culture within the company?

We’d tried to do some of this internally over the years, but we didn’t always have the knowledge and expertise to ask the right questions.

We do a lot of talking, but sometimes you need someone to come in and say: OK, start from zero. What do you know? How would you build Russell today? What would the ultimate version of this business look like?

That external perspective was really important to us.

Q: What appealed to you about the Sprint approach?

A: ;Time is a luxury.

The time pressure of a Sprint forces you to work to deadlines and concentrate on what actually matters. Rather than talking and talking, you get to a point where you have to say: OK, you’ve heard everything. What is it that you actually want?

For us, that creates clarity.

There can be a jumble of different reasons, ambitions and ideas. The Sprint helps take all those ‘whys’ and find one simple connection between them.

Q: How important has it been to bring the wider team into the process?

A: It’s been really important.

In the past, we’ve had these discussions with the same individuals, and it can feel quite top-down. This feels much more bottom-up.

Everyone is working together and getting aligned around the same direction.

For me, success is one team going for one goal. Everyone on the same page and everyone working together.

Q: What difference does being outside your normal environment make?

A: It gives you fresh ideas.

You’re away from the normal day-to-day environment, so you can think differently. And being in Liverpool has been great too.

But the biggest difference is that things have started to become tangible.

We’re no longer just talking about the brand conceptually. We’re looking at ourselves alongside our competitors and starting to see where our differentiation really sits.

It’s beginning to feel like this is Russell.

It’s more tangible, more relatable and more human, which is important to us. Ultimately, it’s about emotions and connecting with people.

Q: What has surprised you most about the process so far?

A: The speed at which things become tangible.

You start with lots of different thoughts and ideas, and then quite quickly you begin to see how they connect. You can look at the business, your competitors and your customers in a different way, and start to understand what makes you different.

That’s when it starts to feel real.

Q: What would you say to another business considering a Brand Sprint?

A: Come with everything on the table.

Don’t have any preconceived notions and just trust the process.

If you trust the process, you’ll get the outcomes that you want.

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