How to use the Brand Canvas?
You probably came here with the question “What’s this Brand Canvas all about?” Welcome! I’m glad this question brought you here.
Let’s step back a little bit so I could paint a better picture for you.
Every successful branding or rebranding project has a good start. A good start is a well organized and structured process that jump-starts the project in the right direction.
This start is often called the brand strategy phase. The goal is to understand where the client is coming from, where s/he is right now, where s/he wants to go next, and then work out a plan to help the client reach the next level of their success.
Lots of information needs to be uncovered during this phase and lots of details need to be crystallized. We can't start the designing nor writing until the essential are clear. If we skip it, we risk getting lost along the way which will increase the project’s timeline, decrease profitability, and create frustration for everyone.
So it's important to nail down all the basics before we start making things happen.
A good Brand Strategist will facilitate the brand strategy sessions in a way that pulls the client out of their daily routine, challenges their hesitations, unblocks their doubts, and inspires them to dream big again. We want to ignite creative flow empowering our clients to expand their horizons, bring back the dreams left dusting on the back-burner and reimagine an even wider and more colorful future for their brand.
The success of this phase depends on your ability to create a deep resonance with your client which will inspire them to reimagine their brand, bring clarity on how to go about it all, and make them believe again in their capacity to make it happen.
Your role during this phase is to:
Ask the client all the right questions.
Give your client enough time and space to reflect on them.
Listen actively to their answers.
Help consolidate and prioritize all the new ideas that pop up along this way.
Keep things grounded and laser-focused, bringing the client back on track when things drift away.
Get a client out of the "stuck" mode whenever that occurs. Unfortunately, this happens often...
I’ve created the Brand Strategy Kit help you do this successfully.
In this Kit, you’ll find a Brand Strategy Workbook which contains a list of questions I suggest asking. I’ve detailed them here. The answers to these questions will be the core building blocks of the brand.
As you are answering these questions together with your client, you'll be invited to write them out onto the Brand Canvas so you could better visualize the building blocks of a brand and start weaving them together.
At the end of the process, if you've done your job well, the Brand Canvas will serve like a mirror reflecting the big picture very clearly. Your client will get that blissful "aha" moment of clarity and feel empowered to do what s/he has been dreaming to do next.
It's a great moment to witness!
The Brand Canvas will also make it easy to share the crystallized new direction with the team and help bring everyone on board for the next move.
The Brand Strategy Kit includes one printed A2-sized Brand Canvas which you can use for one project. You'll also get a printer-ready digital file which you can print out for all your future projects.
I hope this walk-through has been useful. If you have any questions, please post them below or join our Slack channel.