The Brand Strategy Canvas : a One-Page Guide for Startups /: a One-Page Guide for Startups. (2019)

• Record Type: Book
• Further Information: Note: Patrick Woods.
• Other Names: Woods, Patrick
• Contents: Intro -- Contents -- About the Author -- Acknowledgments -- Introduction -- Chapter 1: Getting Started with the Brand Strategy Canvas -- What Is Strategy? -- The Kernel of Good Strategy -- How to Apply Your Strategy -- The Impact of Brand Strategy -- The Cost of Brand Strategy Debt -- Brand Drift -- Duplicated Effort -- Unfocused Activities -- Diluted Word of Mouth -- Reactive Posture -- Inefficient Advertising -- The Benefits of Investing in Brand Strategy -- Clarity -- Alignment -- Efficiency -- Customer Loyalty -- Differentiation -- When to Focus on Building Brand Strategy -- Growth Shift in Audience -- Ongoing Pain -- Conclusion -- Chapter 2: Overview of the Brand Strategy Canvas -- Audience Insight -- Benefits -- Positioning Statement -- Values and Personality -- Key Messages -- Best Practices and Quick Start Tips -- Start from the Top -- Make Choices -- Garbage In, Garbage Out -- Work Alone First -- Don't Rush It -- Iterate -- Consider Multiple Audiences -- Conclusion -- Chapter 3: Market Opportunity -- Customer/User Insight -- Demographic vs. Psychographic Information -- Uncovering Audience Insights -- Example Audience Description -- Competitive Environment Knowing Your Category -- Functional and Emotional Aspects of Your Category -- Direct and Indirect Competitors -- Example Competitive Environment -- Company/Product Features -- Finding Your Reasons to Believe -- Points of Differentiation -- Example Company/Product Features -- Linking the First Three Boxes -- Conclusion -- Chapter 4: Rational and Emotional Benefits -- The Features-Benefits Continuum -- Building a Ladder of Abstraction -- Balancing Emotions and Facts -- Staying Grounded -- Rational Benefits -- Do the Work for Your Customers -- Example Rational Benefits -- Emotional Benefits Example Emotional Benefits -- Tactics for Discovering Emotional Benefits -- Bringing It All Together, or a Tale of Two Campaigns -- Conclusion -- Chapter 5: Brand Positioning -- Why a Statement? -- Positioning Is a Map -- Example Positioning Statement -- Audience -- Brand Description -- Benefit -- Proof -- Payoff -- Brand Essence -- Two Reasons to Develop Your Brand Essence -- Brand Essence As Rallying Cry -- Brand Essence As Promise to Uphold -- Generating a Brand Essence -- Reviewing Your Positioning Statement -- Drawing the Right Map -- Share of Wallet -- Conclusion Chapter 6: Defining Your Brand Values -- Brand Values in Action -- Vision, Mission, Values -- Guide to Exploring and Capturing Brand Values -- Example of Brand Values -- Instilling a Sense of Authenticity into Your Brand -- Conclusion -- Chapter 7: Creating a Brand Personality -- Meeting Your Brand for a Drink -- What Does Your Brand Believe About the World? -- The Power of Personality -- Example Brand Personality -- Conclusion -- Chapter 8: Drafting Key Messages -- Avoiding Brand Dilution -- Aspects of Key Messages -- Key Messages As a Catalyst -- Key Messages As Guideposts
• Publisher Details: Berkeley, CA : Apress L.P
• Publication Date: 2019
• Extent: 1 online resource (129 pages)
• Subjects: 658.8/27; Branding (Marketing); New business enterprises; Branding (Marketing); New business enterprises; Electronic books
• Languages: English
• ISBNs: 9781484251591; 1484251598
• Related ISBNs: 9781484251584
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.