The flip side of a personal brand. Product marketing tools

Product marketing tools

Product marketing is the heart of any successful business. It combines a deep understanding of the customer, market analysis and strategic planning. One of the most popular tools for developing new products quickly and efficiently is the Lean Canvas template.

It is a simple but extremely effective tool for developing a business model. It allows you to focus on the main aspects of the product, quickly identify problems and opportunities, and ensure clarity in communication with all stakeholders. With Lean Canvas, you can effectively plan your actions, minimise risks and quickly adapt to changes.

Lean Canvas template

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This framework can be used in different ways: for example, to develop a blog concept or an advertising campaign strategy. There are many different options, but here is an example of the basic concept.

 

The template is familiar, but how can you use it for your personal brand?

How can I use Lean Canvas for my personal brand?

What problem is your brand designed to solve? Or what problems do your potential customers face?

1. I have no one to leave my children with (nanny recruitment business)
2. I can’t decide on a career, I can’t find my calling (personal brand of a career consultant)

The fewer problems you have (up to 3), the narrower your focus. The closer you are to the ideal concept.

There are 2 types of problems:

• rational (there is no one to leave the children with)
• emotional (a woman can’t find time for herself or can’t feel calm when talking about a nanny)

When we think about the problems, we see insights that we can later work with at the content level and develop an advertising campaign.

How does your brand solve these problems?

What are the 3 main features of your brand that help solve the problem? Describe what makes your business innovative and creative in your industry or sector.

Write down the three main features that help solve problems.

If you ask people about you, they should be able to tell you without prompting what your concept is and what makes you good. You need to focus the potential client’s attention on you so that when the client talks about your brand to another person, they talk about the solutions you put in this table.

For example, a nanny recruitment business can offer a solution by matching nannies to a child’s personality: this is both a feature and a solution. This is memorable.

When we talk about problems and solutions, we also mean objections. Working out objections in advance is useful for building communication.

Building a personal brand

• Unique value proposition

What makes your brand different from your competitors’? What special things can you do to make yourself recognisable?

There are always projects where it is difficult to understand what is unique, and it’s okay if you don’t have any ideas at first. This block is needed to think about where you can go, how your brand differs from competitors, and what you can do to be recognised.

For example, artist Maksym Orlytskyi came up with an art battle: he invited artists to a location, and they exchanged their paintings live on a timer, painting on two canvases simultaneously. This performance became the hallmark of Orlytskyi’s brand. Before that, Maksym was just a talented artist.

• A special advantage

Imagine that competitors with a lot of money come in and want to repeat your concept exactly – what is impossible to copy? It could be an approach, a personal brand, the owner’s charisma, or established relationships within the team.

• Consumer segments

It is impossible to work with everyone at the same time, there is always a target audience. Take time to study it:

• Who are your potential customers and how do they relate to the problem?

Identify 2-3 target audiences. Describe them. Create portraits of these people.

• Key metrics

Key metrics are necessary to understand where we are going. It is a measure of your effectiveness as a brand. For example, reach, mentions on social media, number of customer requests, number of invitations to events.

How will you measure that your strategies are correct? How will you know if you are developing your brand in the right direction? Define the parameters by which you will measure the pulse of your brand.

What indicators can you use to determine whether your product or service is working properly and whether your business is successful? Your key metrics can be a combination of engagement statistics, revenue, and customer satisfaction. It’s important for a brand to effectively test promotion strategies, test hypotheses, and understand how fast and how well you’re growing.

• High-level concept

We go back to the 10 words about the brand and check with any invitation, collaboration, or advertisement: do the values of what I am being offered match my brand concept? Can it strengthen my brand? You don’t have to try to be everywhere, just be where the right opinion will be formed about you.

At this stage, it’s time to once again and finally define a single and key 10-word concept.

• Early adopters

Who can help you with your promotion right now? Who will tell their friends about you?

Those who will help you in the early stages: friends, family, first customers, who will help you improve the product, who will agree to an interview. They will help you with experience, feedback, first cases, and they are the most loyal.

If you have such people, don’t hesitate to involve them in the development of your brand – you can ask them to recommend your profile, talk about the product, or involve them in a focus group.

• Cost structure

What will you need money for?

Approach this question thoroughly, allocate an advertising budget and a budget for consultations, communication with those who will help with promotion, think about which team to hire at the initial stage, or, if you have a large company, it is better to immediately create a department that works for your brand. A brand pays off if you invest in it.

• Revenue streams

How will you monetise your brand? What are you going to do to make it earn money?

The return is important not only in the form of likes, but also in the form of the meanings we put into the brand, as well as in the form of voting with the ruble for our product. How much you can earn depends on you, your niche, and how much you are ready to scale. For example, I don’t need the fame of Olga Buzova, but I can become a very recognisable specialist in my field with a fairly high salary.

• Brand values and sustainability

Often people create a business about themselves, but they are not in it, they cannot reflect themselves in the project, and it lacks sustainability. They hire a team of experts to work with them, but they don’t feel what the person needs.

Japanese artist Yayoi Kusama creates art that reflects her vision of the world. Her brand is based on her uniqueness, her psyche, and her life story. We are all Yayoi Kusama. The key is to learn how to combine your uniqueness with your brand.

If this article was useful to you, I would be grateful to you for sharing it – it will help me and my team to create even more useful content for you.

If you still have questions and need help, I’m waiting for you on my  WOW Mentor. project. It will help you develop a thoughtful, harmonious and sustainable brand concept that will attract and be remembered, ensuring sustainable success.

The course will not only provide you with ready-made templates and expert support, but also give you the opportunity to meet other entrepreneurs. Together, we will create a powerful network of contacts that will help you grow your business. We will provide you with everything you need to create a successful brand.