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The Brand Canvas Template.pptx
- 1. Brand Canvas The Step-By-Step Guide To Creating A Great Brand For Your New Idea
- 2. Definition And Purpose Of A Brand
- 3. Brand Canvas Story 📖 Symbols ✅ Strategy ♖ ✎ Name 👤 Persona ✍ Typography 💡 Awareness ➢ Positioning Statement 🎨 Color Palette 🏷 Sale ✌ Promise 🎬 Storyboard ✪ Logo 🚚 Delivery ☺ Personality 📷 Imagery 💬 Use or Post-Delivery
- 4. Brand Canvas Story 📖 Symbols ✅ Strategy ♖ ✎ Name Your business or product’s name 👤 Persona ✍ Typography The arrangement of type (typeface, size, line length, spacing, etc.) that best helps convey your brand’s story 💡 Awareness The channels, methods and materials you will use to help your target customer become aware of your brand ➢ Positioning Statement For (target customers) Who are dissatisfied with (current alternatives), Our product is a (new product category) That provides (key problem solving capability), Unlike (alternative) We have assembled (key whole product features). A descriptive summary of your target customer (expanded version of customer segment in Innovator’s Canvas) 🎨 Color Palette The 2-5 colors that represent your brand personality and help communicate your brand story to your target customers 🏷 Sale The channels, methods and materials in which your brand will present itself at time of sale ✌ Promise The bumper sticker for your brand (2-5 words) 🎬 Storyboard ✪ Logo The primary symbol used to embody and communicate the brand 🚚 Delivery How your branding and brand promise will be incorporated at the time of delivery ☺ Personality 6 Words that describe your brand personality, voice and values The heart and soul of your brand – the story of how your solution helps your target customer achieve their deepest held aspirations. 📷 Imagery Example images and guidelines used to ensure the images used in conjunction with your brand are consistent with the brand story 💬 Use or Post-Delivery The ways in which your customers will interact with and share your brand with others
- 5. Brand Name Worksheet Step 1: Step 2: Step 3: Step 4: Step 5: List names of your competitors Word or words that encompass the most important thing your product is here to change? (verbs, nouns, adjectives or combinations) Word or word combinations that could best convey what your product does? Of those, which is the most original or recognizable? Of those, which can be trademarked?
- 6. Brand Positioning Statement Product A POSITIONING MAP High Cost Poor Quality High Quality Low Cost BACKGROUND Positioning Statements Answer these three questions: 1. Which space are you trying to occupy? 2. What is the main aspiration that you are trying to satisfy? 3. Who else is there competing with you? POSITIONING STATEMENT For…(target customer) Who…(statement of the need or opportunity) The…(product name) is a (product category) That…(key benefit, compelling reason to buy) Unlike…(primary competitive alternative) Our product…(statement of primary differentiation) Write your positioning statement here:
- 7. Brand Promise BACKGROUND Brand promises summarize in a catchy, memorable, inviting way what it is that this company does that’s special. It’s a bumper sticker for your brand. EXAMPLES BRAND PROMISE Write it here
- 8. List of Personality Traits Adventurous Classy Disciplined Futuristic Kind Obstinate Rebellious Sociable Affectionate Clean Discreet Generous Knowledgeable Old-fashioned Refined Solemn Agile Clever Disruptive Gentile Laid-back Optimistic Reliable Sophisticated Agreeable Coherent Dramatic Grumpy Liberal Outgoing Religious Soulful Alert Compassionate Eager Handsome Lively Outspoken Reserved Stable Altruistic Competent Easy-going Happy Local Passionate Resolute Strong Ambitious Competitive Eccentric Hard-working Logical Paternal Resourceful Studious Analytical Confident Efficient Helpful Loud Patient Respectful Subtle Argumentative Conservative Emotional Hip Loyal Patriotic Responsible Systematic Artistic Consistent Empathetic Humble Masculine Peaceful Restless Tactful Assertive Controlling Energetic Idealistic Maternal Pensive Rowdy Talented Astute Cooperative Enterprising Impetuous Mature Picky Safe Thoughtful Balanced Courageous Enthusiastic Impulsive Methodical Playful Sarcastic Tidy Brave Crafty Exuberant Incisive Meticulous Polite Sassy Traditional Calm Crazy Fashionable Independent Mischievous Popular Scientific Trustworthy Candid Creative Fearless Indiscreet Modern Practical Sensitive Unassuming Capable Critical Feminine Ingenious Modest Precise Serene Unconventional Careless Curious Fervent Innocent Motivated Proactive Serious Urban Caring Deep Fiery Innovative Mysterious Proficient Sexy Versatile Cautious Defiant Flashy Insightful Natural Profound Sharp Warm-hearted Charismatic Delicate Flirtatious Inspiring Naughty Proud Silly Watchful Charming Determined Formal Intellectual Neat Provincial Sincere Wealthy Chatty Devoted Frank Interesting Nostalgic Prudent Sloppy Wise Chic Diligent Friendly Joyful Nosy Punctual Smart Witty Child-like Diplomatic Funny Keen Nurturing Reassuring Snobby Young
- 9. Customer Persona Template Full Name A quote that captures the essence of this personas personality Location: City, state Age: 1-100 Work: Job title Family: Married, kids, etc. Customer Segment: Type Bio The bio should be a short paragraph to describe the user journey. It should include some of their history leading up to a current use case. It may be helpful to incorporate information listed across the template and add pertinent details that may have been left out. Highlight factors of the user's personal and of professional life that make this user an ideal customer of your product. Aspirations • The goals this user hopes to achieve. • A life goal to be reached. • Or an experience to be felt. Job(s) to be done • Their to do list Pains and Gains • The primary pains he/she feels when getting the job done today • The gains they've already identified as desirable to make getting the job done easier Brands A collection or list of the user's favorite brands. Personality Introvert Extrovert Analytical Creative Conservative Liberal Passive Active What and How They Buy • The main ways they solve the problem today • The primary channel and method they use to buy the solution Motivations Incentive Fear Achievement Growth Channels Traditional Ads Online & Social Media Referral Direct Marketing & PR
- 10. Brand Storyboard Current State ONCE UPON A TIME… (Personas) HE/SHE ALWAYS… (Main tasks) BUT ALWAYS HAD A PROBLEM… (Main issue) HE/SHE TRIED TO SOLVE IT… (Competing solutions) Future State BUT HE/SHE WISHED THAT… (Potential solutions) UNTIL ONE DAY… (Brand exposure) UNLIKE HIS/HER SOLUTION… (Brand differentiator) HIS/HER WISH CAME TRUE: TO… (Customer’s aspiration)
- 11. Brand Color Personality Matrix Message each color conveys Your brand’s personality traits Trait 1 Trait 2 Trait 3 Trait 4 Trait 5 Trait 6 RED EXCITING FIERY BOLD LOVE AGGRESSIVE ACTIVE DESIRE ORANGE CREATIVE DELICIOUS ENTHUSIASM EXCITING SUCCESS COURAGE YELLOW ENERGY FRESH HAPPY OPTIMISTIC CONFIDENT FUN GREEN PEACEFUL HEALTHY CALM NATURAL FRIENDLY LIFE WEALTH BLUE TRUSTWORTHY DEPENDABLE STRONG YOUNG FAITH POWER PURPLE CREATIVE REGAL FLAMBOYANT SMART MYSTERY SPIRITUAL BLACK BALANCED CALM LUXURIOUS SENSIBLE CLASSY FORMAL BROWN NATURAL RUGGED DEPENDABLE EARTHY CASUAL GENUINE
- 14. SolarCity Brand Canvas Story 📖 Symbols ✅ Strategy ♖ ✎ Name SolarCity 👤 Persona ✍ Typography 💡 Awareness Digital Ads, Retail partners, Malls, canvassing ➢ Positioning Statement For homeowners with high energy bills, SolarCity is the leading solar power provider in the US. Unlike fossil fuel our power is both affordable and sustainable. Holly Lives in Southern California Owns their home HHI: $80-150k Energy bills over $150/mo Wants to conserve energy to protect the environment Loves Apple products 🎨 Color Palette 🏷 Sale Salesperson’s shirt, Brochure, Agreement ✌ Promise Power Forever 🎬 Storyboard ✪ Logo 🚚 Delivery Branded truck, branded technicians shirt, welcome packet, yard sign ☺ Personality Clean, Efficient, Happy, Modern, Practical, Responsible Holly pays her electric bill every month for $150/mo. She feels like she can’t get ahead financially even with her high HHI. She tried saving money by not running the AC but that just left her uncomfortable. She wished she could be comfortable, save money and curb global warming. That’s when SolarCity Direct knocked on her door and offered solar for less than she pays Edison and that helps her stay comfortable and protect the environment. She signed up and feels great about her savings, comfort and environmental contribution. 📷 Imagery 💬 Use or Post-Delivery Smartphone App, monthly bill, monthly email, Ambassador program (referrals)
- 15. Brand Name Worksheet Step 1: Step 2: Step 3: Step 4: Step 5: List names of your competitors Word or words that encompass the most important thing your product is here to change? (verbs, nouns, adjectives or combinations) Word or word combinations that could best convey what your product does? Of those, which is the most original or recognizable? Of those, which can be trademarked? SunEdison Sunrun Solar Energy Solar Rooftop Solar Cities Solar City Vivint Solar Direct Energy Energy Sun Solar Sun Solar Ygrene RGS Energy Rooftop Residential Solar Solcius Cities Solar Cities Sun Residential Commercial
- 17. Brand Personality Profile - Solarcity Adventurous Classy Disciplined Futuristic Kind Obstinate Rebellious Sociable Affectionate Clean Discreet Generous Knowledgeable Old-fashioned Refined Solemn Agile Clever Disruptive Gentile Laid-back Optimistic Reliable Sophisticated Agreeable Coherent Dramatic Grumpy Liberal Outgoing Religious Soulful Alert Compassionate Eager Handsome Lively Outspoken Reserved Stable Altruistic Competent Easy-going Happy Local Passionate Resolute Strong Ambitious Competitive Eccentric Hard-working Logical Paternal Resourceful Studious Analytical Confident Efficient Helpful Loud Patient Respectful Subtle Argumentative Conservative Emotional Hip Loyal Patriotic Responsible Systematic Artistic Consistent Empathetic Humble Masculine Peaceful Restless Tactful Assertive Controlling Energetic Idealistic Maternal Pensive Rowdy Talented Astute Cooperative Enterprising Impetuous Mature Picky Safe Thoughtful Balanced Courageous Enthusiastic Impulsive Methodical Playful Sarcastic Tidy Brave Crafty Exuberant Incisive Meticulous Polite Sassy Traditional Calm Crazy Fashionable Independent Mischievous Popular Scientific Trustworthy Candid Creative Fearless Indiscreet Modern Practical Sensitive Unassuming Capable Critical Feminine Ingenious Modest Precise Serene Unconventional Careless Curious Fervent Innocent Motivated Proactive Serious Urban Caring Deep Fiery Innovative Mysterious Proficient Sexy Versatile Cautious Defiant Flashy Insightful Natural Profound Sharp Warm-hearted Charismatic Delicate Flirtatious Inspiring Naughty Proud Silly Watchful Charming Determined Formal Intellectual Neat Provincial Sincere Wealthy Chatty Devoted Frank Interesting Nostalgic Prudent Sloppy Wise Chic Diligent Friendly Joyful Nosy Punctual Smart Witty Child-like Diplomatic Funny Keen Nurturing Reassuring Snobby Young
- 18. Brand Color Personality Matrix - Solarcity Message each color conveys Your brand’s personality traits Clean Efficient Happy Modern Practical Responsible RED EXCITING FIERY BOLD LOVE AGGRESSIVE ACTIVE DESIRE ORANGE CREATIVE DELICIOUS ENTHUSIASM EXCITING SUCCESS COURAGE YELLOW ENERGY FRESH HAPPY OPTIMISTIC CONFIDENT FUN X GREEN PEACEFUL HEALTHY CALM NATURAL FRIENDLY LIFE WEALTH X X BLUE TRUSTWORTHY DEPENDABLE STRONG YOUNG FAITH POWER X PURPLE CREATIVE REGAL FLAMBOYANT SMART MYSTERY SPIRITUAL BLACK BALANCED CALM LUXURIOUS SENSIBLE CLASSY FORMAL X BROWN NATURAL RUGGED DEPENDABLE EARTHY CASUAL GENUINE
- 19. Brand Storyboard - Solarcity Current State ONCE UPON A TIME… (Personas) HE/SHE ALWAYS… (Main tasks) BUT ALWAYS HAD A PROBLEM… (Main issue) HE/SHE TRIED TO SOLVE IT… (Competing solutions) Holly Pays her Southern California Edison bill every month costing her around $150/mo She feels like she can’t get ahead financially even though her and her husband have a combined income over $100k By not running the AC as much during the summer but that led to discomfort Future State BUT HE/SHE WISHED THAT… (Potential solutions) UNTIL ONE DAY… (Brand exposure) UNLIKE HIS/HER SOLUTION… (Brand differentiator) HIS/HER WISH CAME TRUE: TO… (Customer’s aspiration) She could just be comfortable and save money and help protect the environment. SolarCity’s direct sales force knocked on her door SolarCity’s was both sustainable and less expensive than Southern California Edison She was both comfortable in her home, saving money and helping to protect the environment and stop global warming
- 20. Customer Persona Example - SolarCity Holly Riley A working mom of 2 who wants to leave the world a better place for her kids Location: Riverside, CA Age: 39 Work: PR Manager Family: Married, 2 kids, 1 dog Customer Segment: Conscientious Bio Holly is a 39 year old PR manager for a local PR firm. She grew up in New Jersey until her parents moved to Southern California when she was 16. She loved the weather and the culture in Southern California so much that she decided to stay there and start a family. She’s married to her boyfriend from college, James, and together they have 2 kids, Jacob (3) and Susan (8). Aspirations • To provide a stable and happy life for her 2 young children • To live naturally by eating “whole foods” and being healthy • To contribute in her own way toward making the planet more sustainable and a better place for her kids Job(s) to be done • Pay electric bill • Excel at work as a PR manager Pains and Gains • She’s pained every month when paying the electric bill. Partly because of the high cost but mostly because she knows it’s not a sustainable source of power. She knows she’s contributing to global warming when buying power from Edison. • She wishes she could live comfortably (i.e. use as much power as she wants) and help improve the environment. Saving money on top of that would be a big plus. Brands A collection or list of the user's favorite brands. Personality Introvert Extrovert Analytical Creative Conservative Liberal Passive Active What and How They Buy • She sticks to brands that are tried and true and proven. • She bought a Prius because even though it uses gas she knows it will work and it’s highly efficient. • She buys Apple products because she uses them in her creative field • She shops at Whole Foods because she knows she won’t get GMO’s or gluten or all that “toxic” stuff when shopping there. Motivations Incentive Fear Achievement Growth Channels Traditional Ads Online & Social Media Referral Direct Marketing & PR