Exactly. If you apply the brand right away that just makes it a zillion times more likely to stick. Otherwise this work can become stale and dusty—and worst of all, abstract. And there’s another reason, which might be just as important or even more important. When there’s something important everybody knows is about to be done, like naming the company or designing the logo or whatever, it makes everyone in the brand sprint take the exercises much more seriously and literally because they are directed at a near-term outcome.