1. The story we use to communicate our
brand externally
VALUEDRIVERS
GROWTH
• Customers
• Leadership
• Revenue
• Leads
• Market share
• Customer retention
THE BRAND CANVAS
DIFFERENTIATION
• What is it that
differentiate our brand in
the eye of the stakeholder
from other brands?
PROPOSITION
• How is the brand
proposition structured
that enable stakeholders
to find value in our brand?
AWARENESS
• What is it that make
stakeholders aware of our
brand?
INTERNAL PERSPECTIVE
EXPERIENCE
• How is the stakeholder
experience designed for
maximum delight?
BRAND NAME BRAND TYPE
http://enklare.wordpress.comThe Brand Canvas is a tool for visualizing brand architecture devised and designed by Jörgen Dahlberg
EMOTIONS
• What emotions does the
brand raise in the
stakeholders?
CUSTOMER
• Usability
• Functionality
• Performance
• Community
• Satisfaction
• Empathy
LEARNING
• Velocity
• Excellence
• Simplicity
• Time to market
QUALITY
• Availability
• Stability
• Security
• Compliance
• Integrity
INCREASE REVENUE SECURE PROFIT REDUCE COSTS
INVESTORS PERSPECTIVE
VALUEREQs
EXTERNAL PERSPECTIVE
BRAND LOGO
EXTERNALMSG
The story we use to communicate our
brand internally
INTERNALMSG