Brand positioning canvas

This canvas helps you optimise your brand in the market. Jeff Bezos, Amazon’s founder, described a brand as “What people say about you when you're not in the room.” The instructions include how a brand and products are interrelated. By considering the relationship between them, you can increase success. When creating a new product, you should feed each brand aspect into your design.

Brand and product relationship

A brand can contain multiple products. Each one of these will have an impact.

Foundations

The foundations of a successful brand are the “C’s”

  • Clarity - be clear on what you offer

  • Consistency - with your tone of voice, visuals, colours, etc.

  • Constancy - regularly remind customers that you are there

Brand Positioning Canvas

Brand Positioning Canvas

Feel free to recreate the canvas in a tool of your choice. Please attribute the author (Timothy Field), the source of the canvas (this webpage) and add the CreativeCommons BY-SA license

Brand and product relationship in detail

The diagram below explains the impact a brand has on a product. You should regularly review your products for issues and opportunities against these brand aspects:

Using the canvas

Each section contains a box for “strategy“. This should detail your approach. If you are making improvements, you don’t have to work on all of this at once. For example, you want to focus on improving brand awareness. Most sections have a simple maturity scale. This can give you an overview of health, helping you prioritise your actions. This canvas includes David Aaker’s definition of Brand Equity. This is the measure of the perceived value of a brand-name product. Having a high brand equity equates to higher revenue. For example, you can charge more even when there is no difference in quality, and you will see higher retention rates. Detail on each aspect is provided below: