APPENDIX

Brand Strategy
Canvas
Template
What follows is a blank Brand Strategy Canvas template. You can also access
a digital copy of it from www.apress.com/9781484251584.

© Patrick Woods 2020

P. Woods, The Brand Strategy Canvas,
https://doi.org/10.1007/978-1-4842-5159-1
120 Appendix A | Brand Strategy Canvas Template
 I
Index
A Brand values
authenticity, 92
Audience insight, 17, 18 brand execution, 91, 92
brand’s behavior, 88
B decision-making, 88
Brand drift, 7 example, Mailchimp, 91
Brand personality explore and capture, 90, 91
defining, 95 nonprofit organizations, 88
example, 99–101 vision and mission relationship, 89, 90
meeting, for drink, 96 Budgetary incumbents, 38, 39
power, 98
strong opinions, 97, 98 C
Brand strategy canvas
Click thru rates (CTRs), 8
blank copy, 15
creation process, 114 Company/product features
impact common issues, 42
benefits, 8, 9 differentiation, 43
business strategy, gap, 7, 8 Mailchimp example, 43, 44
crowd-centric brand, 7 reasons to believe, 42
ongoing pain, 11, 12 Competitive environment
paid advertising, 10 category, 36, 37
personality, 115 direct and indirect competitors, 38–40
positioning statement, 115 emotional aspects, 37
product-market fit, 10 functional aspects, 37
putting to work Mailchimp, example, 40, 41
accessible making, 116 Crowdsourcing, 6
company values, 117
make updates, 117 Customer discovery, 30
stay marketing materials, 117 Customers, competition, and product
stay on message, 116, 117 competitive environment, 46
shift in audience, 10, 11 points of differentiation, 45
startups, 9 positioning statement, 46
tactical executions map, 115 relationships, 45

© Patrick Woods 2020

P. Woods, The Brand Strategy Canvas,
https://doi.org/10.1007/978-1-4842-5159-1
122 Index

Customer/user insight avoiding brand dilution, 104

audience description, 34–36 brand speaks, 106, 107
audience insights, 32, 33 example, 107, 108
customer discovery, 30 relating to proof
decision-making, 29 points, 108
demographic vs. psychographic info, 31, 32 types
aspiration at moment, 109
D example, staying true, 110
product or company, true
Demographic, 31
about, 108
Direct competitor, 38, 40 talk like human test, 111
Distilling process, 16
Duplicated effort, 7 L
Ladder of abstraction
E example, 56
Email marketing, 35, 40, 77 humans use language, 55
illustration, 56
Email service provider (ESP), 39, 40
Emotional benefits, 18, 61, 64 M
ask questions, 62
Mailchimp, positioning statement
balancing facts, 56, 57
audience, 75, 76
example, 62
benefits, 78
features benefits, 52–54
brand description, 76, 77
chart, 52
brand essence
rational and emotional benefits, 53
checksum, 82
relationship, 64
generating, 83
SSD, 54
ideas for execution, 82
superlatives, 57
promise to uphold, 82
feelings Inventory, 63
rallying cry, 82
mind map, 63
strategy process, 81
payoff
F, G, H audience
Feature parity, 51 description, 79, 80
Features page, 50 emotional nature, 80
proof, 78, 79
fMRI, 51
Functional aspects, 37 N, O
Newsletter tool, 76
I, J
Indirect competitors, 38 P
Inefficient advertising, 8 Paid advertising, 10
Positioning, map
K category creation, 72
Key messages, 23 central premise, 73
aspects customer success, 71
catalyst, 105 navigation, 71
guideposts, 106 patterns, 72
 Index 123

positioning thinking, 73 SSD, 54

semantic encoding, 72 superlatives, 57
Positioning statement, 67 work for your customers, 59
assessing criteria, 84 Reactive Posture, 8
brand essence, 22
example (see Mailchimp, positioning S, T, U
statement)
Semantic encoding, 72
generated ideas, 20, 21
parts, 74 Share of Wallet, 86
right map, 84, 85 Solid-state hard drive, 53, 56, 58, 63
strategy, 69, 70 Start tips, practices
template, 20, 68 act of waiting, 25
Price sensitivity, 35 choices, make, 24
Product-and problem-centric, 32 customer discovery, 24
garbage in and out, 24
Psychographic, 30, 31, 34
iterate, 26
multiple audiences, 26
Q time-tested methods, 23
Quarter-inch drill bit, 63 work alone, 24, 25
Strategy, 3
R vs. execution, 5
good, 3
Rational benefits, 18, 19, 64
guiding policy, 3
example, 58–61
heuristic, 4
features benefits, 52–54
practical level, 6
chart, 52
rational and emotional
benefits, 53 V, W, X, Y, Z
relationship, 64 Values and personality, 22, 23