The Brand Strategy Canvas: A One-Page Guide for Startups

© Patrick Woods 2020

P. WoodsThe Brand Strategy Canvashttps://doi.org/10.1007/978-1-4842-5159-1_4

4. Rational and Emotional Benefits

A Process for Discovering Your Brand Differentiation

Patrick Woods¹ 

(1)

San Francisco, CA, USA

 

So I have a confession: I spend a lot of time checking out the web sites of startups. Sometimes they’re clients, other times they’re friends, and sometimes they’re just interesting companies I want to learn more about. I’m a bit of a startup web site junky.

On most any startup web site, in addition to big headlines and large and friendly illustrations, you’ll almost always find a link in the navigation called Features. See Figure 4-1.

Click that link, and you’ll inevitably land on a page with lots of screenshots and even more ...