The Brand Strategy Canvas

Summary
x40
54 annotations by sachee196
The Brand Strategy Canvas
CREATED FOR:
DATE:
CREATED BY:
VERSION:
x14
Customer/User Insight A
What do people
and feel regarding the category?
They
arethink
comfortable
looking and booking services through google and/or using website
How are you relevant to those needs or desires?
What problem(s)
do you solve
for them?
like
gumtree,
but
this can be a hassle because there is too much clutter via google adwords
What benefits of your company/product are most valuable to them?
What most
strongly influences
their decisions
in this category?
and
there's
variable
service
quality as well as price. Customers want quality, not just the
lowest price, and looking for a painless experience to get the job done.
Competitive Environment
What concepts if
andnot
conventions
defineONE
the category?
LImited
none,
STOP/ONDEMAND services. MULTIPLE businesses advertising online
Who are your direct and indirect competitors? What defines them?
through
gumtree
and google. Overall experience varies from service to cervice and customer
Where is the strategic
void in the market?
Are you disrupting the category in any way?
service varies greatly. Competitors: google, gumtree whizz, wipo, existing established
businesses, franchises.
Company/Product Features
What is the simplest description of your product and what it does?

Bugle
is an OnDemand service that removes the problems of booking in services. Our culture of
What aspects of that are dierent from everyone else?
service, customer experience and satisfaction excellence is superior to all others in the category,
online and offline. Bugle lets you connect to Cleaners, Plumbers, Electricians, Gardeners, Handymen
and other professional service providers without the any hassle.
Rational Benefits
What are the tangible benefits of the product?

Responsive
andorintuitive
Which
benefit is unique
most important?
booking platform available via

website/app and bookings can
be done 24hrs a day. Well
designed user experience and
extensive product selection,
service guarantees and
timeframes. All service
providers verifies and held
accountable meet high
standards.
Brand Positioning Statement
Company Values
Must meet all five criteria:

important, unique, believable, actionable, sustainable.
What are the values of the company?

(Usually
expressed
as nouns.)
Spirit
of Happiness
How do the values of the founders influence
Leadvalues?
by Example
company
How
do
company
values influenceExperience
your
Quality & Customer
product, culture, or customers?
Audience Busy Professionals,

For:
Elderly,
Who are they and what is their
most important psychographic
Single Parents, Renters,
need or desire as it relates to
the brands category? Home owners, SME etc
B Description
______________ is:
A
Bugle
What is the
simplest is an easy and
description of the product?
connect with Service
Or what is the broader, more
strategic frame
of reference?
your
job done right.
C
Emotional Benefits
What
are the intangible
of the product?
Confidence
inbenefits
the booking
Which benefit is unique or most important?
process, in the quality of the

experience and service
providers, trust in the depth
of product offering and the
competitive (though not
discount) pricing;
convenienve of a one stop
on demand booking service;
happyness in the level and
manner of service
Benefit
convenient way to
Professionals to get
that:
Delivers
What is the unique,
primary a novel easy hassle free way
benefit or point of dierence
to booking your home and professional
of the product?
services.
Because we because:
focus on optimal
D Proof
experience to provide a vast
What are the factual,user
meaningful
and provable reasonsselection
to believe
of services which is
the primary benefit or point
of dierence?
free, fast, secure and reliable
Payo
Giving each user

a positive
so that:
experience enabling them to
What is the ultimate emotional
payo for the customer
or user? time doing things that
spend
Does it answer the need in the
audience section? matter
Reflection & Innovation

Personal Growth
Accountability
Follow through & Delivery
Brand Personality
What are the brands human characteristics?
Light
Heated
(Usually
expressed
as adjectives.)
Excitement
Quirky
Entrepreneurial
Empathetic
Brand Essence
What is the core idea or defining
concept of the brand? Is it tangible
or attitudinal? (Unique, succinct,
pithy, and ideally 2-4 words.)
???
Key Messages
Whats your story?
What are the most important and dierentiating aspects of the brand?
How can you define them as quickly and interestingly as possible?
- Spend more time experiencing life

- Connect easily to trusted service professionals when you want
- Have peace of mind knowing you get the best value for money
- Convenience, safe, easy booking platform
- Revolutionary evolution of the services industry
Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International.
#1
creative capital from

p.1
The Brand Strategy Canvas
CREATED FOR:
DATE:
CREATED BY:
VERSION:
Customer/User Insight A
What do people
and feel regarding the category?
They
arethink
comfortable
looking and booking services through google and/or using website
How are you relevant to those needs or desires?
What problem(s)
do you solve
for them?
like
gumtree,
but
this can be a hassle because there is too much clutter via google adwords
What benefits of your company/product are most valuable to them?
What most
strongly influences
their decisions
in this category?
and
there's
variable
service
quality as well as price. Customers want quality, not just the
lowest price, and looking for a painless experience to get the job done.
Competitive Environment
What concepts if
andnot
conventions
defineONE
the category?
LImited
none,
STOP/ONDEMAND services. MULTIPLE businesses advertising online
Who are your direct and indirect competitors? What defines them?
through
gumtree
and google. Overall experience varies from service to cervice and customer
Where is the strategic
void in the market?
Are you disrupting the category in any way?
service varies greatly. Competitors: google, gumtree whizz, wipo, existing established
businesses, franchises.
Company/Product Features
What is the simplest description of your product and what it does?

Bugle
is an OnDemand service that removes the problems of booking in services. Our culture of
What aspects of that are dierent from everyone else?
service, customer experience and satisfaction excellence is superior to all others in the category,
online and offline. Bugle lets you connect to Cleaners, Plumbers, Electricians, Gardeners, Handymen
and other professional service providers without the any hassle.
Rational Benefits
What are the tangible benefits of the product?

Responsive
andorintuitive
Which
benefit is unique
most important?
booking platform available via

website/app and bookings can
be done 24hrs a day. Well
designed user experience and
extensive product selection,
service guarantees and
timeframes. All service
providers verifies and held
accountable meet high
standards.
Brand Positioning Statement
Company Values
Must meet all five criteria:

important, unique, believable, actionable, sustainable.
What are the values of the company?

(Usually
expressed
as nouns.)
Spirit
of Happiness
How do the values of the founders influence
Leadvalues?
by Example
company
How
do
company
values influenceExperience
your
Quality & Customer
product, culture, or customers?
Audience Busy Professionals,

For:
Elderly,
Who are they and what is their
most important psychographic
Single Parents, Renters,
need or desire as it relates to
the brands category? Home owners, SME etc
B Description
______________ is:
A
Bugle
What is the
simplest is an easy and
description of the product?
connect with Service
Or what is the broader, more
strategic frame
of reference?
your
job done right.
C
Emotional Benefits
What
are the intangible
of the product?
Confidence
inbenefits
the booking
Which benefit is unique or most important?
process, in the quality of the

experience and service
providers, trust in the depth
of product offering and the
competitive (though not
discount) pricing;
convenienve of a one stop
on demand booking service;
happyness in the level and
manner of service
Benefit
convenient way to
Professionals to get
that:
Delivers
What is the unique,
primary a novel easy hassle free way
benefit or point of dierence
to booking your home and professional
of the product?
services.
Because we because:
focus on optimal
D Proof
experience to provide a vast
What are the factual,user
meaningful
and provable reasonsselection
to believe
of services which is
the primary benefit or point
of dierence?
free, fast, secure and reliable
Payo
Giving each user

a positive
so that:
experience enabling them to
What is the ultimate emotional
payo for the customer
or user? time doing things that
spend
Does it answer the need in the
audience section? matter
Brand Essence
What is the core idea or defining
concept of the brand? Is it tangible
or attitudinal? (Unique, succinct,
pithy, and ideally 2-4 words.)
???
Key Messages
Whats your story?
What are the most important and dierentiating aspects of the brand?
How can you define them as quickly and interestingly as possible?
- Spend more time experiencing life

- Connect easily to trusted service professionals when you want
- Have peace of mind knowing you get the best value for money
- Convenience, safe, easy booking platform
- Revolutionary evolution of the services industry
Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International.
Reflection & Innovation

Personal Growth
Accountability
Follow through & Delivery
creative capital from
Brand Personality
What are the brands human characteristics?
Light
Heated
(Usually
expressed
as adjectives.)
Excitement
Quirky
Entrepreneurial
Empathetic

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Summary

The Brand Strategy Canvas

What is the simplest description of your product and what it does?

What are the tangible benefits of the product?

booking platform available via

Brand Positioning Statement

Must meet all five criteria:

What are the values of the company?

Audience Busy Professionals,

process, in the quality of the

Giving each user

Reflection & Innovation

- Spend more time experiencing life

Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International.

creative capital from

The Brand Strategy Canvas

What is the simplest description of your product and what it does?

What are the tangible benefits of the product?

booking platform available via

Brand Positioning Statement

Must meet all five criteria:

What are the values of the company?

Audience Busy Professionals,

process, in the quality of the

Giving each user

- Spend more time experiencing life

Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International.

Reflection & Innovation

creative capital from

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