Agile Brand Development Training Course for Marketers

The Complete Guide to Agile Brand Management: Strategies, Positioning, and Digital Tools

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The Agile Brand Development Training Course

At a glance

Duration: 5 days
Format: Classroom and online
Cities: Abu Dhabi, Marbella, Zanzibar, Vienna, Dubai, Lisbon and more
Next session: 12 – 16 October 2026, Abu Dhabi
Price: From 1,500 €

Overview

Brands used to be refreshed every few years through a single agency project. This Agile Brand Development course shows marketing teams how to build and evolve a brand in short, testable iterations instead. Participants organise brand work into a backlog, run two-day brand sprints, prototype positioning statements and visual directions, test them with real customers through quick surveys and A/B tests, and hold sprint reviews with stakeholders before scaling what works. Teams of four work as a brand squad on a fictional product launch, with each day following a mini sprint rhythm of planning, build, customer test and review. This course is delivered by Agile Leaders Training Center.

Who Should Attend

Brand and product marketing managers responsible for positioning and identity
Marketing team leads adopting agile or Scrum
Creative directors and in-house design leads who own visual identity
Growth and digital marketing specialists who run experiments
Start-up founders building a first brand

Departments and Industries

Suited to teams that need their brand to keep pace with fast-moving products and channels.

Brand, marketing and product marketing departments
Creative and design studios, growth and digital teams, and customer insight units
Consumer technology, apps and financial technology
Direct-to-consumer retail and food and beverage
Media and entertainment

Learning Objectives

By the end of this course, participants will be able to:

Apply Scrum roles and events, and the Kanban practices of visualising work, limiting work in progress and managing flow, to brand work.
Build brand hypotheses and user stories for positioning, naming and identity.
Use a brand sprint to produce a positioning statement, archetype and tone of voice.
Build quick prototypes of logos, taglines and landing pages and test them with customers.
Evaluate A/B test, survey and social listening results to decide what to keep.
Use a living brand guideline and sprint-level brand health metrics release by release.

Course Agenda

Day 1: Agile Foundations for Brand Teams

Why waterfall rebrands fail and what iterative branding changes
Scrum roles, events and artefacts, and Kanban practices (visualise work, limit WIP, manage flow) for marketing
Building the brand backlog
Writing brand hypotheses and brand user stories
Squad formation, sprint planning and the first sprint goal

Day 2: Brand Sprint One: Purpose and Positioning

Customer jobs, pains and gains as positioning input
Drafting competing positioning statements
Choosing a brand archetype and tone of voice
Testing positioning options with quick customer interviews
Sprint review and retrospective

Day 3: Brand Sprint Two: Identity Prototypes

Rapid naming and tagline exercises
Moodboards and low-fidelity logo and colour directions
Five-second tests of identity prototypes
Preference testing and guerrilla customer interviews
Sprint review and retrospective

Day 4: Brand Sprint Three: Launch Experiments

Designing A/B tests for landing pages, ads and email subject lines
Reading survey results alongside test data
Social listening and sentiment as feedback loops
Deciding to scale, pivot or drop based on test evidence
Sprint review and retrospective

Day 5: Scaling and Governing an Agile Brand

Living brand guidelines and versioned brand assets
Brand health metrics per sprint and per quarter
Governing brand decisions across squads and agencies
Squad presentations of sprint outputs
Setting up a brand backlog at work

Practical Exercises

These suggested activities use the course's sprint templates on the fictional product launch or on the participant's own brand.

Suggested activity: fill the brand backlog and sprint board templates with hypothesis and user story cards.
Suggested activity: complete the positioning statement and archetype canvas and test it with a rapid customer test script.
Suggested activity: plan an A/B test on the planning sheet and record results to decide what to keep.
Suggested activity: start a living brand guideline file from the sprint outputs.

FAQs

Do I need prior agile experience?

No. Day 1 introduces Scrum and Kanban as they apply to brand work, and the rest of the week practises them in sprints.

Is this course specific to one industry?

No. It is about how brand work is organised, not about a particular sector's messaging.

Who plays the product owner and stakeholders?

Instructors act as product owner and stakeholders during sprint planning and sprint reviews, and give feedback at each retrospective.

Conclusion

Participants practise agile ceremonies on real brand problems, test ideas with customers during the course itself, and leave with a positioning statement, identity prototypes, launch experiments and sprint templates their team can use to run agile brand development from the following Monday.

credits: 5 credit per day

Course Mode: full-time

Provider: Agile Leaders Training Center

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Showing 61-76 of 76 events

Location	Dates	Duration	Mode	Price
Prague	Week 28, 2027 12 – 16 July 2027	5 Days	Onsite	€6,000
Bali	Week 28, 2027 18 – 22 July 2027	5 Days	Onsite	€5,700
Berlin	Week 29, 2027 19 – 23 July 2027	5 Days	Onsite	€5,700
Milan	Week 30, 2027 26 – 30 July 2027	5 Days	Onsite	€5,700
Dubai	Week 31, 2027 2 – 6 August 2027	5 Days	Onsite	€4,500
Seoul	Week 31, 2027 2 – 6 August 2027	5 Days	Onsite	€10,000
Abu Dhabi	Week 32, 2027 9 – 13 August 2027	5 Days	Onsite	€4,700
Munich	Week 34, 2027 23 – 27 August 2027	5 Days	Onsite	€5,700
Kuala Lumpur	Week 35, 2027 30 August – 3 September 2027	5 Days	Onsite	€5,200
Amsterdam	Week 35, 2027 30 August – 3 September 2027	5 Days	Onsite	€5,700
Sharm El-Sheikh	Week 36, 2027 6 – 10 September 2027	5 Days	Onsite	€4,100
Nairobi	Week 36, 2027 12 – 16 September 2027	5 Days	Onsite	€4,500
Zoom	Week 37, 2027 13 – 17 September 2027	5 Days	Online	€1,500
New York	Week 38, 2027 20 – 24 September 2027	5 Days	Onsite	€12,000
London	Week 39, 2027 27 September – 1 October 2027	5 Days	Onsite	€5,700
Johannesburg	Week 39, 2027 3 – 7 October 2027	5 Days	Onsite	€4,500

Frequently asked questions

What does this course cover?

OverviewBrands used to be refreshed every few years through a single agency project. This Agile Brand Development course shows marketing teams how to build and evolve a brand in short, testable iterations instead. Participants organise brand work into a backlog, run two-day brand sprints, prototype positioning statements and visual directions, test them w…

Are training dates available?

Yes. Available dates and destinations are listed in the course dates section on this page.

How can I register?

Choose an available date on this page and complete the registration form, or send a programme enquiry.

Can I download the course brochure?

Yes. Use the brochure download link provided on this page.

Agile Brand Development Training Course for Marketers