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The Brand Canvas
This document introduces The Brand Canvas, a tool for visualizing brand architecture. The Brand Canvas is used to communicate a brand both internally and externally. It examines a brand from internal and external perspectives focusing on key areas like differentiation, proposition, awareness, experience, emotions, customer views, learning, quality, and value requirements from investors. The goal is to grow the brand, increase revenue, secure profit, and reduce costs.
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The Brand Canvas
- 1. The story weuse to communicate our brand externally VALUEDRIVERS GROWTH • Customers • Leadership • Revenue • Leads • Market share • Customer retention THE BRAND CANVAS DIFFERENTIATION • What is it that differentiate our brand in the eye of the stakeholder from other brands? PROPOSITION • How is the brand proposition structured that enable stakeholders to find value in our brand? AWARENESS • What is it that make stakeholders aware of our brand? INTERNAL PERSPECTIVE EXPERIENCE • How is the stakeholder experience designed for maximum delight? BRAND NAME BRAND TYPE http://enklare.wordpress.comThe Brand Canvas is a tool for visualizing brand architecture devised and designed by Jörgen Dahlberg EMOTIONS • What emotions does the brand raise in the stakeholders? CUSTOMER • Usability • Functionality • Performance • Community • Satisfaction • Empathy LEARNING • Velocity • Excellence • Simplicity • Time to market QUALITY • Availability • Stability • Security • Compliance • Integrity INCREASE REVENUE SECURE PROFIT REDUCE COSTS INVESTORS PERSPECTIVE VALUEREQs EXTERNAL PERSPECTIVE BRAND LOGO EXTERNALMSG The story we use to communicate our brand internally INTERNALMSG