Woods The Brand Strategy Canvas

A One-Page Guide for Startups
1. Auflage 2019
ISBN: 978-1-4842-5159-1
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 123 Seiten

Reihe: Business and Management

Launching a startup is now easier than ever before. Building a lasting brand, however, remains a mystery for even the savviest of founders. An impactful, recognizable brand is perhaps a company’s most valuable intellectual property. And any strong brand starts with a strategy.

The Brand Strategy Canvas has arrived to coach you beyond buzzword-laden tips and tricks, and instead offers you thorough, practical techniques to jump-start your strategy creation process. Author Patrick Woods distills fundamental questions to guide your strategy into a revolutionary single-page tool known as the titular Brand Strategy Canvas. The book takes you through each of the simple yet thought-provoking questions of the tool to develop your strategy, including considering audience insight, assessing benefits, creating a positioning statement, and identifying key messages. You will explore real-world case studies along the way and build a message map that ensures your organization drives home a consistent, clear, and authentic message to your target audience.

No matter where you are in the business creation process, The Brand Strategy Canvas is the tool you need to build a brand from scratch that you can enthusiastically and effectively implement in real time. This book provides value to team members in companies of all sizes and stages, and is fit for any level of professional wanting to kickstart their entrepreneurial goals. A brand created today must be built for all of tomorrow’s possibilities, and The Brand Strategy Canvas is the book you will want by your side.

What You Will Learn

• Examine the key differences between strategy and execution
• Understand how you can avoid brand debt
• Craft meaningful messages with the Features>Benefits Continuum
• Develop a positioning statement that differentiates from the competition and inspires your marketing
• Discover your distinctive brand personality and how it impacts your marketing
• Equip your team with guidance and inspiration to ensure consistent and inspiring voice and personality throughout all your messaging 

Who This Book Is For

This book is for startup founders who are looking for tools to help them build a brand their team can actually implement. This book will also resonate with and provide value to team members in tech companies of all sizes and stages.

Autoren/Hrsg.

Woods, Patrick

Inhaltsverzeichnis

1;Contents;5
2;About the Author;6
3;Acknowledgments;7
4;Introduction;8
5;Chapter 1: Getting Started with the Brand Strategy Canvas;11
5.1;What Is Strategy?;13
5.1.1;The Kernel of Good Strategy;13
5.1.2;How to Apply Your Strategy;14
5.2;The Impact of Brand Strategy;16
5.2.1;The Cost of Brand Strategy Debt;17
5.2.1.1;Brand Drift;17
5.2.1.2;Duplicated Effort;17
5.2.1.3;Unfocused Activities;18
5.2.1.4;Diluted Word of Mouth;18
5.2.1.5;Reactive Posture;18
5.2.1.6;Inefficient Advertising;18
5.2.2;The Benefits of Investing in Brand Strategy;18
5.2.2.1;Clarity;19
5.2.2.2;Alignment;19
5.2.2.3;Efficiency;19
5.2.2.4;Customer Loyalty;19
5.2.2.5;Differentiation;19
5.3;When to Focus on Building Brand Strategy;19
5.3.1;Growth;20
5.3.2;Shift in Audience;20
5.3.3;Ongoing Pain;21
5.4;Conclusion;22
6;Chapter 2: Overview of the Brand Strategy Canvas;23
6.1;Audience Insight;27
6.2;Benefits;28
6.3;Positioning Statement;29
6.4;Values and Personality;32
6.5;Key Messages;33
6.6;Best Practices and Quick Start Tips;33
6.6.1;Start from the Top;34
6.6.2;Make Choices;34
6.6.3;Garbage In, Garbage Out;34
6.6.4;Work Alone First;34
6.6.5;Don’t Rush It;35
6.6.6;Iterate;36
6.6.7;Consider Multiple Audiences;36
6.7;Conclusion;37
7;Chapter 3: Market Opportunity;38
7.1;Customer/User Insight;38
7.1.1;Demographic vs. Psychographic Information;40
7.1.2;Uncovering Audience Insights;41
7.1.3;Example Audience Description;43
7.2;Competitive Environment;45
7.2.1;Knowing Your Category;45
7.2.2;Functional and Emotional Aspects of Your Category;46
7.2.3;Direct and Indirect Competitors;47
7.2.4;Example Competitive Environment;49
7.3;Company/Product Features;51
7.3.1;Finding Your Reasons to Believe;51
7.3.2;Points of Differentiation;52
7.3.3;Example Company/Product Features;52
7.4;Linking the First Three Boxes;53
7.4.1;Conclusion;56
8;Chapter 4: Rational and Emotional Benefits;57
8.1;The Features-Benefits Continuum;60
8.2;Building a Ladder of Abstraction;63
8.3;Balancing Emotions and Facts;64
8.4;Staying Grounded;65
8.5;Rational Benefits;66
8.5.1;Do the Work for Your Customers;67
8.5.2;Example Rational Benefits;67
8.6;Emotional Benefits;69
8.6.1;Example Emotional Benefits;70
8.6.2;Tactics for Discovering Emotional Benefits;70
8.7;Bringing It All Together, or a Tale of Two Campaigns;71
8.8;Conclusion;73
9;Chapter 5: Brand Positioning;75
9.1;Why a Statement?;77
9.2;Positioning Is a Map;78
9.3;Example Positioning Statement;83
9.3.1;Audience;83
9.3.2;Brand Description;84
9.3.3;Benefit;86
9.3.4;Proof;86
9.3.5;Payoff;87
9.3.6;Brand Essence;89
9.3.6.1;Two Reasons to Develop Your Brand Essence;89
9.3.6.2;Brand Essence As Rallying Cry;90
9.3.6.3;Brand Essence As Promise to Uphold;90
9.3.6.4;Generating a Brand Essence;91
9.3.7;Reviewing Your Positioning Statement;91
9.3.8;Drawing the Right Map;92
9.3.9;Share of Wallet;94
9.4;Conclusion;94
10;Chapter 6: Defining Your Brand Values;95
10.1;Brand Values in Action;96
10.2;Vision, Mission, Values;97
10.3;Guide to Exploring and Capturing Brand Values;98
10.4;Example of Brand Values;99
10.5;Instilling a Sense of Authenticity into Your Brand;100
10.6;Conclusion;101
11;Chapter 7: Creating a Brand Personality;102
11.1;Meeting Your Brand for a Drink;103
11.2;What Does Your Brand Believe About the World?;104
11.3;The Power of Personality;105
11.4;Example Brand Personality;106
11.5;Conclusion;109
12;Chapter 8: Drafting Key Messages;110
12.1;Avoiding Brand Dilution;111
12.2;Aspects of Key Messages;112
12.2.1;Key Messages As a Catalyst;112
12.2.2;Key Messages As Guideposts;113
12.2.3;What Key Messages Are Not;113
12.3;Key Messages Help Tell a Consistently Powerful Story;113
12.4;Example of Key Messages;114
12.4.1;Two Types of Key Messages;115
12.5;Staying True to Your Brand Voice;117
12.5.1;The Talk Like a Human Test;118
12.6;Conclusion;118
13;Chapter 9: Completing Your Canvas;120
13.1;What Now?;121
13.2;Applying Your Strategy;121
13.3;Putting Your Strategy to Work;123
13.3.1;Make It Accessible;123
13.3.2;Stay On-Message;123
13.3.3;Revisit Your Materials;124
13.3.4;Flesh Out Your Values;124
13.3.5;Review Quarterly;124
13.4;Good Luck!;124
14;Appendix A:Brand Strategy Canvas Template;125
15;Index;127