Ninety-Day Brand Pillar Sprint
Test three brand themes for 90 days before deciding what your brand must become.
- Difficulty
- Easy
- Time to result
- ~months to results
- Steps
- 6
- Confidence
- 96%
The Ninety-Day Brand Pillar Sprint treats positioning as an experiment rather than a permanent identity decision. Select three plausible themes that connect some combination of expertise, personal interests, customer needs, and business goals. Publish repeatedly against all three for 90 days while testing hooks, stories, and formats. Observe not only views but also comments, direct messages, profile activity, and the quality of conversations each pillar starts. At the end of the sprint, evaluate the evidence and retain, revise, or replace each theme. The output is not necessarily three perfect pillars; it may be one theme you can now defend with confidence. Repeating the cycle allows the brand to evolve through practice while avoiding both random posting and endless deliberation.
Origin
Jasmine Star recommended 90-day sprints when an audience member asked how to define three personal-brand pillars that connect business expertise with human interests. Extracted from The Jasmine Star Show.
Core principles
- 01Brand pillars are testable hypotheses, not permanent commitments.
- 02Publishing produces more clarity than prolonged introspection.
- 03A 90-day window is long enough to detect patterns.
- 04Pillars may be retained, revised, or replaced based on evidence.
How to run it
- 1
Choose Three Hypotheses
Select three themes you believe could support the desired brand and business. Treat each one as a provisional hypothesis.
Pro tip Include at least one pillar closely tied to your core expertise.
Watch out Do not demand certainty before making the selections.
- 2
Define the Sprint
Commit to publishing against the three themes for 90 days. Decide what posting volume will provide a meaningful test.
Pro tip Set a minimum number of posts per pillar.
Watch out Changing pillars after one weak post prevents useful learning.
- 3
Run Micro-Tests
Vary hooks, stories, formats, and angles within each pillar. These smaller tests reveal whether the problem is the theme or merely its presentation.
Pro tip Test one major variable at a time when possible.
Watch out Do not compare pillars using completely unequal publishing effort.
- 4
Capture Audience Signals
Track reach and engagement alongside comments, direct messages, and conversions. Pay attention to the kinds of people and conversations each theme attracts.
Pro tip Record exact audience phrases that recur around a pillar.
Watch out Views alone may reward broad interest without supporting business positioning.
- 5
Review at Day 90
Evaluate each pillar against attention, resonance, strategic fit, and commercial relevance. Identify what the evidence supports rather than what you hoped would happen.
Pro tip Look for one pillar that consistently produces high-quality conversations.
Watch out Do not let one viral outlier dominate the review.
- 6
Revise and Repeat
Keep, change, or remove pillars based on the review, then begin another sprint. Allow certainty to accumulate over multiple cycles.
Pro tip Document why each pillar changed so later reviews have context.
Watch out Evolution is expected; treating an adjustment as failure can freeze the brand.
In the wild
Star tested a fitness-oriented hook about putting 81 grams of protein into a smoothie, then connected the content to her life as a business owner and strategist. The broad interest created attention that could move into relevant conversations and direct messages.
→ A non-core interest opened discovery while the content repositioned attention toward her business expertise.
A founder spends 90 days publishing around operations, ethical AI, and founder resilience. The resilience posts receive more views, but operations consistently produces qualified direct messages, so operations remains while the other themes are refined.
→ The founder chooses pillars using strategic audience evidence rather than vanity metrics.
Common mistakes
Treating Pillars as Permanent
The pressure to make an irreversible choice creates unnecessary hesitation and discourages experimentation.
Testing Without Enough Repetitions
One or two posts cannot distinguish a weak pillar from a weak hook or format.
Optimizing Only for Attention
A broadly popular pillar may attract the wrong audience or fail to support the intended business position.
Is it for you?
Best for
Founders and creators who need evidence-based clarity about their public positioning.
Not ideal for
Established brands with validated positioning that must maintain strict category consistency.
From the transcript
“How about I like 90 day sprints, I really do.”
“Let's commit to three things over 90 days and understand we can change all three of them. We can change one of them.”
“Then we got to have micro test to test our assumption around what these three things are.”
From the episode
From Zero Views to Lasting Influence: My YouTube & Podcast Strategy