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    Brand Canvas 5.0

    Uploaded by

    Mariana Fernandes
    The document outlines a Brand Strategy Canvas template to help define key elements of a brand strategy, including customer insights, the competitive environment, company/product features, rational and emotional benefits, brand positioning, company values, brand personality, and key messages. The canvas guides the user to define the target audience, describe the product or frame of reference, identify the unique benefit, provide proof of the benefit, and explain the ultimate emotional payoff for the customer. It also prompts defining the brand essence in 2-4 words.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Brand Canvas 5.0

    Uploaded by

    Mariana Fernandes
    53 views1 page
    The document outlines a Brand Strategy Canvas template to help define key elements of a brand strategy, including customer insights, the competitive environment, company/product features, rational and emotional benefits, brand positioning, company values, brand personality, and key messages. The canvas guides the user to define the target audience, describe the product or frame of reference, identify the unique benefit, provide proof of the benefit, and explain the ultimate emotional payoff for the customer. It also prompts defining the brand essence in 2-4 words.

    Original Description:

    this is something you use to come up with a great brand

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    The document outlines a Brand Strategy Canvas template to help define key elements of a brand strategy, including customer insights, the competitive environment, company/product features, rational and emotional benefits, brand positioning, company values, brand personality, and key messages. The canvas guides the user to define the target audience, describe the product or frame of reference, identify the unique benefit, provide proof of the benefit, and explain the ultimate emotional payoff for the customer. It also prompts defining the brand essence in 2-4 words.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    53 views1 page

    Brand Canvas 5.0

    Uploaded by

    Mariana Fernandes
    The document outlines a Brand Strategy Canvas template to help define key elements of a brand strategy, including customer insights, the competitive environment, company/product features, rational and emotional benefits, brand positioning, company values, brand personality, and key messages. The canvas guides the user to define the target audience, describe the product or frame of reference, identify the unique benefit, provide proof of the benefit, and explain the ultimate emotional payoff for the customer. It also prompts defining the brand essence in 2-4 words.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    The Brand Strategy Canvas

    Customer/User Insight

    CREATED FOR:

    DATE:

    CREATED BY:

    VERSION:

    What do people think and feel regarding the category?


    How are you relevant to those needs or desires?
    What problem(s) do you solve for them?
    What benefits of your company/product are most valuable to them?
    What most strongly influences their decisions in this category?

    Competitive Environment

    What concepts and conventions define the category?


    Who are your direct and indirect competitors? What defines them?
    Where is the strategic void in the market?
    Are you disrupting the category in any way?

    Company/Product Features

    What is the simplest description of your product and what it does?


    What aspects of that are dierent from everyone else?

    Rational Benefits

    What are the tangible benefits of the product?


    Which benefit is unique or most important?

    Brand Positioning Statement

    Company Values

    Must meet all five criteria:


    important, unique, believable, actionable, sustainable.

    What are the values of the company?


    (Usually expressed as nouns.)
    How do the values of the founders influence
    company values?
    How do company values influence your
    product, culture, or customers?

    Audience

    For:

    Who are they and what is their


    most important psychographic
    need or desire as it relates to
    the brands category?

    Description

    ______________ is:

    What is the simplest


    description of the product?
    Or what is the broader, more
    strategic frame of reference?

    Emotional Benefits

    What are the intangible benefits of the product?


    Which benefit is unique or most important?

    Benefit

    that:

    What is the unique, primary


    benefit or point of dierence
    of the product?

    Proof

    Brand Personality
    because:

    What are the factual, meaningful


    and provable reasons to believe
    the primary benefit or point
    of dierence?

    Payo

    so that:

    What is the ultimate emotional


    payo for the customer or user?
    Does it answer the need in the
    audience section?

    Brand Essence
    What is the core idea or defining
    concept of the brand? Is it tangible
    or attitudinal? (Unique, succinct,
    pithy, and ideally 2-4 words.)

    Key Messages
    Whats your story?
    What are the most important and dierentiating aspects of the brand?
    How can you define them as quickly and interestingly as possible?

    Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International.

    creative capital from

    What are the brands human characteristics?


    (Usually expressed as adjectives.)

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