a shortcut to a clearer proposition.

I use the Business Model Canvas with clients to shape their brand propositions and marketing messages, and I’ve run workshops on it for organisations such as BIPC Worcestershire. It gives structure to thinking that can otherwise be messy, and it gets you to the foundations of a brand story quickly.

what is it?

It’s a one-page tool with nine boxes that describe how an organisation creates and delivers value. Here’s how each one feeds your brand.

• Customer segments: who you serve, so you can speak to their needs.
• Value propositions: what makes you different, and why people should choose you.
• Channels: where your customers are, online and in person.
• Customer relationships: the kind of relationship you want, which shapes the brand experience.
• Revenue streams: how you make money, and whether your pricing matches your value.
• Key resources: what you need to deliver your promise. A brand is only as good as the worst experience a customer has.
• Key activities: what you must do well. This often becomes the start of a launch plan.
• Key partnerships: who helps you deliver.
• Cost structure: what it costs to deliver, so the brand promise is sustainable.

why marketing leads should use it

It puts the brand conversation on a business footing. Instead of debating taglines, you agree who you’re for and what you offer. The messages, visuals and campaigns then follow naturally, and they’re easier to get signed off.

try it

Print the canvas, gather a small group and give yourselves two hours. Start with customer segments and value propositions. You’ll be surprised how quickly a clearer story appears.