In these slide we talk about these topics :
1- Growth hacking
2-how to use branding for growth hacking
3- what is Brand canvas?
4 - how to user Brand canvas to growth hack uour startup
in Persian and English
66. Branded
House
GE Capital
GE Appliance
Levi’s
Europe
Levi’s US
Sub-
Brands
HP
Deskjet
Ford
Taurus
Sony
Walkman
Endorsed
Brands
3M Post It
Microsoft
Office
Nestea
Nestlé
Citi
Financial
Citibank
Universal
Sony
Clean &
Clear
J&J
House of
Brands
TouchStone
(Disney)
Lexus
(Toyota)
MTV
(Viacom)
KFC
(Yum!Brn
ads)
استراتژی
برند
66
72. Step 1: Naming
• List names of your competitors
• List a word or words that encompass the most important thing
your brand 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?
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74. Step 2 : Persona
• For (target customers)
• Who are dissatisfied with (current alternatives),
• Our product/service is a (new product category)
• That provides (key problem solving
capability), Unlike (alternative)
• We have assembled (key whole product features).
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75. Step 3: Create a Brand Promise
• Every great brand needs a promise that fits on a bumper
sticker. For Disneyland it’s “Where Dreams Come True.” For
Southwest it’s “From the Heart.” While Walmart’s is “Save
Money. Live Better.”
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76. Step 4: Define Your Brand’s Personality
• Great brands also communicate in a unique and compelling
personality. Typically the brand personality is an extension of
the founder’s personality. For example, Southwest’s brand
personality is warm-hearted, playful, fun and loving – all
attributes of the famous co-founder Herb Kelleher.
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80. Step 7: Decide Your Brand’s
Typography
• In continuing the example of SolarCity I found they use a
typeface called Apercu as their main font in their materials,
including the logo.
80
81. Step 8: Decide Your Brand’s Color
Palette
• Consider using colors that already have associations to your
product, service or industry
• Choose colors that help convey your brand personality
• Choose colors that comply with modern color theory
81
83. Step 9: Create Your Brand’s Logo
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In SolarCity’s case, the logo consists of a
custom-drawn symbol for the sun along
with the name SolarCity written out in their
typeface Apercu.
84. Brand strategy
• Awareness – how you plan for your brand to get noticed
• Sale – how you plan to communicate your brand in the sales
process
• Delivery – how you plan to communicate your brand in the
delivery process
• Post-Delivery – how you plan to communicate your brand and
remain relevant with your target customers
84
85. Step 10: Create an Plan to Gain
Awareness
• With all the distractions of daily life for your customer, getting
your brand noticed by them will not be easy. The good news
though is that there are a lot of options and methods for
achieving awareness everything from going door-to-door, which
SolarCity does, to online ads or traditional advertising.
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86. Step 11: Plan How Your Brand Will Be
Communicated At Time of Sale
• When it comes time to actually make the sale you’ll want to
have a crystal clear plan of how your brand will be
communicated at that point. Whether your product is in a box
on a shelf or a service like SolarCity’s with an in-home
consultation or a B2B brand that communicates primarily
through presentations, each sales process needs a defined plan
for how to communicate with your customers.
86
87. Step 12: Plan How Your Brand Will Be
Communicated During Delivery
• The time of delivery is an essential moment for making a
lasting brand impression. Delivery in this sense is defined as
the moment when your your solution is delivered to your
customer. For SolarCity the time of delivery is the installation.
For a smartphone app the time of delivery is the installation
and setup process.
87
88. Step 13: Plan How Your Brand Will Be
Communicated During Use or Post-
Delivery
• Usage or post-delivery are the ongoing moments when your
customers will use or enjoy the benefits of your product or
service. For example with SolarCity this stage represents the
ongoing use of the solar system. Their strategy for branding
those moments is to give customers a branded SolarCity app as
well as a monthly bill.
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