Brand Led Growth project | GrowthX

Section 1: Crafting the core value prop

Step 1: Understand the product

Product: Slack

What if your product is in business for?

Slack is communication platform for organizations and businesses. It streamlines working of team members with various tools for collaboration, integrations, file sharing, automations etc.

What Problem does slack solve?

Slack addresses inefficiency of information flow and collaboration between teams and team members . Slack replaced a host of applications like emails, project management tools, chats etc creating an omnichannel for everything communication and collaboration.

What are some customer benefits?

Real time communication, File sharing, Effective collaboration, history of conversations, Ability to integrate with many external tools and softwares.

How is your user currently solving this problem?

Before slack communications used to happen over emails, flow of conversations over email threads, updates regarding tasks, queries on project managment tools like jira, Asana etc, File sharing was done using various cloud storages - folder links, various links for varied access levels etc

Step 2: Define Job To Be Done of your brand

Slack belongs to an existing category of email communications and instant messaging category. It is different from others in many ways, - The level of integrations it offers help in bringing data from various applications to a single point. Communication channels related to specific topics or domains can be created thereby enabling focused streamlined communication. Alerts in the form of notifications can be sent, many automations, bots, workflows can be done to automate mundane, repetitive tasks. All this communication is also stored relatime on the application and can be retrieved later at any point.

Slack is a pull type product within its category .For people who were already looking for centralized communication hub, slack checked all the boxes. It filled in all the gaps especially with integrations regarding external apps/services.

Step 3: Understanding your user

Slack's users are teams working across various domains, geographical locations looking for efficiency and streamlined communication.

Step 4: Articulating the core value prop

Streamline and simplify team collaboration by providing a unified communication platform with easy access to integrations, file sharing, and powerful search functionalities

Section 2: Find your brand Wedge

Step 1:

What are some category insights? What are the top problems the category is suffering from?

What are your user problems? What are the top problems the user faces?

What are your user non-negotiables?

What are your user negotiables?

And finally, what are their aspirations?

Step 2: Define your brand a wedge

Step 3: How will your brand look?

Step 4: How will your brand speak?

Step 5: How will your brand behave?

Section 3: Apply brand on and off the product

Step 1: Take screenshots of the following.

Step 2: Apply the brand footprint to changing copy across every single touchpoint.

Ensure you are following the brand core value prop, wedge and choice of words apart from the way sentences are structured. Also take an active call on all CAPS, small case or camel case formatting.

Step 3: Apply the brand footprint to the visual design across every single touchpooint