Published by Amir Jabbari, this document introduces the brand strategy canvas model which is a useful framework for marketers especially in SMEs who are wishing to strategically manage their brands.

1. INTRODUCTION TO THE MODEL
B R A N D
S T R A T E G Y
C A N V A S
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2. A brand strategy canvas is a model
developed for startups and SMEs
which acts as a guide to summarize the
main brand elements that need to be
shared with every team member in the
company in order to set clear
guidelines so that brand dilution is
avoided.
The main benefit of using
this model is that it is a
succinct yet comprehensive
model that outline the main
points that need to be taken
into account when planning
a branding strategy for
startups.
SYNOPSIS
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BENEFITS

3. THE BRAND STRATEGY CANVAS MODEL
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CUSTOMER INSIGHTS
COMPETITIVE ENVIRONMENT
COMPANY/PRODUCT FEATURES
RATIONAL
BENEFITS
EMOTIONAL
BENEFITS
COMPANY
VALUES
BRAND
PERSONALITY
POSITIONING STATEMEMT
TARGET AUDIENCE
FRAME OF REFRENCE
POINT OF
DIFFERENTIATION
REASON TO
BELIEVE
KEY MESSAGES

4. What are your customers attitudes and opinions regarding this
category?
What benefits do they seek in using your product?
To what social class do they belong?
How old are they? What is their gender?
What are their main challenegs and problems?
How do they usually decide to make a purchase?
Describe the market structure, is it a
monopolistic market or a perfect clmpetition,
etc.?
Who are your direct competitors?
What are their strengths and weaknesses?
What gap in the market are you trying to fill?
CUSTOMER INSIGHTS
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COMPETITIVE ENVIRONEMNT
PRODUCT FEATURES
What unique features does it have?
What is the simplest description of your product?
What does it do for the customer?

5. RATIONAL AND EMOTIONAL BENEFITS
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the input in the previous section i.e. product features
should be translated into rational benefits. ABS brake
system is a function in a car, safer road trips is a benefit
which is a result of that function.
A rational benefit can be further analyzed to get to the
emotional benefit. ABS brake system " a function "
results in safer road trips " a rational benefit " which
causes us to have peace of mind and a feeling of being
protected. " emotional benefit ".
A safe way to pinpoint your rational and emotional benefit is to have deep interviews
with your target audience. By asking them why they care about certain features, you will
get to the benefits they associate with that technical feature.

6. POSITIONING STATEMENT
WHERE IT ALL COMES TOGETHER...
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The positioning statement is where you put all your inputs of the prrvious sections in
one statement. it helps as a guide to set guidelines for your brand. A positioning
statement is composed of the following parts..
1.TARGET AUDIENCE
Who is your target audience?
It is better to focus on a need-based or attitude-based segment rather than a
demographic segmentation scheme.
2. FRAME OF REFRENCE
In what category or market do you operate?
3. POINT OF DIFFERENTIATION
What is the main differentiating feature/benefit of your product?
4. REASON TO BELIEVE
On what basis do you claim to have that point of differentiation?
POSITIONING STATEMENT TEMPLATE
For " target audience" the " brand name " is " point of differentiation " among " frame of
refrence " because " reason to believe ".
EXAMPLE
For people who care about safety and with a degree of risk aversion, Volvo is the safest
car on earth among other luxury car brands because it always runs R&D projects to
come up with modern features related to brake systems and othet safety related
features.

7. By defining your brand personality you try to give human-like attributes to
your brand. There are five principal categories of brand personality which
are:
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Big Bear
Go Pro
Coca Cola
IBM
Deloitte
Sony
Dior
Porsche
Rolex
Dove
WHO
Catterpillar
Under Armor
What do you value most in your company?
Some common values might be integrity, clarity, quality, etc.
What are your red line?
Some common red lines might be racism, sexism, inequality, etc.
BRAND PERSONALITY....
1. EXCITING 2. COMPETENT 3. SOPHISTICATED
4. SINCERE 5. RUGGED
VALUES...

8. AMIR JABBARI
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KEY MESSAGE
Also referred to as brand essence, is a three to four word that best
describes the essence of your brand.
FUN, FAMILY, FOOD
Mc Donald's brand essence.

9. THANKS FOR YOUR
ATTENTION.
AMIR JABBARI