The Brand Strategy Canvas: A One-Page Guide for Startups
- 1h 58m
- Patrick Woods
- Apress
- 2020
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.
About the Author
Patrick Woods is a writer and fencer living in San Francisco, CA. He is the founder of developer relations consultancy DeveloperMode and founder and CEO of Orbit, a platform for building and managing developer relationships.
Prior to Orbit, he led Customer Success at FigureEight and Keen IO, and before that, launched the startup-focused team at ad agency Archer Malmo, building brands and go-to-market plans for early-stage companies.
He has delivered presentations at SxSW, Techstars, and various startup accelerators and incubators around the US.
In this Book
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Getting Started with the Brand Strategy Canvas: Foundations and Key Concepts
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Overview of the Brand Strategy Canvas: Starting with a Blank Canvas
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Market Opportunity: Laying the Foundations of Your Brand Strategy
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Rational and Emotional Benefits: A Process for Discovering Your Brand Differentiation
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Brand Positioning: Uncovering the Core of Your Startup Brand Strategy
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Defining Your Brand Values: The Basis for What Your Brand Stands For
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Creating a Brand Personality: The Process of Bringing Your Brand Strategy to Life
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Drafting Key Messages: Expressing Your Brand Strategy to Your Audience
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Completing Your Canvas: Convert Your Strategy into Execution
