These five branding exercises are for startups that need a clear brief before identity work. They are narrower than a full brand strategy. The goal is to make the first hard choices visible.
The five exercises
| Exercise | Output |
|---|---|
| Audience split | Buyer, user, influencer, non-customer |
| Category sentence | A plain one-line description of what the product is |
| Promise and proof | The core claim and the evidence behind it |
| Competitor contrast | What the startup refuses to look or sound like |
| Voice sample | A short paragraph in the tone the brand should use |
How to use the output
Turn the output into a one-page brief: audience, category, promise, proof, tone, visual cues, and open questions. If the brief is not clear, do not start visual identity yet.
Related reading
For the fuller exercise set, read branding exercises for startups. For startup branding, see 14 simple branding tips for startups.
Sources
Y Combinator: Startup library
Interbrand: Best Global Brands 2025
FAQ
What branding exercises should startups do first?
Start with audience, category, promise, proof, competitor contrast, and voice. These shape the brief before visual identity work.
How many branding exercises does a startup need?
Five focused exercises are enough to start if they force clear choices. More exercises do not help if the team avoids decisions.
What should come after branding exercises?
Turn the outputs into a brief, then move into positioning, messaging, identity, website, and product touchpoints.
