We are helping a web-based startup develop a comprehensive brand strategy for their business, which has ambitious goals for changing the ways consumers think about diet and nutrition. We're tackling the work in a series of day-long workshops, with homework assignments in between.
We spent much of our first workshop using the Business Model Canvas to help the team get very clear about their customer segments and value proposition. The canvas is a great tool, and it did its job: by the early afternoon a clear strategy — different in subtle but important ways from what the client had in mind — had emerged. Along the way, we created a customer empathy map (below right) to develop a shared understanding of the concerns of people the company will serve.
During this week's workshop we will begin to look at the implications of this business model for the company's brand identity. More on that later.