Canva's Five Year Journey to Launch: Creating a Memorable Brand

Canva's Five Year Journey to Launch: Creating a Memorable Brand

In the fall of 2013, Canva made its official debut, but it wasn't immediately available to everyone. Instead, users were asked to reserve a username and join a waitlist. This strategy allowed Canva to generate buzz within the design community and adjacent groups needing design help. The waitlist grew to an impressive 50,000 people before the public launch.

To further build confidence and ease new users into the platform, Canva implemented a "how-to" guide that users had to go through before accessing the product. This step helped users understand the platform's features and functionalities, making it less intimidating for them to create their designs. Additionally, Canva's team developed starter challenges, such as changing the color of a circle or adding a hat to a monkey. These challenges served as a way for users to get acclimated to the platform and feel more comfortable using it.

One of Canva's most successful strategies for growth was the creation of Facebook templates. By providing users with templates specifically designed for Facebook posts, Canva encouraged them to collaborate with colleagues and friends on designs. This collaborative aspect not only increased user engagement but also sparked word-of-mouth referrals. When users posted a slick Canva graphic on Facebook, others would naturally inquire about how it was made, leading to more exposure and potential new users.

During Canva's first holiday season, the company partnered with artists to create over 30 templates for beautiful digital cards. These templates were primarily distributed through Facebook and email, redirecting users back to the Canva platform. This strategy not only showcased the platform's capabilities but also provided users with practical and visually appealing content to share with their friends and family.

Now, let's shift our focus to the concept of the "Evoked Set" and its importance for brands in the modern age. The Evoked Set refers to the collection of favorable options that come to mind when a consumer considers making a purchase. In today's world, where physical products and services are becoming increasingly difficult to differentiate, the ability to be the first brand that comes to mind is crucial for success.

Being the brand that consumers remember first holds significant power. The Evoked Set can be defined as a subset of recognized brands within a specific product category that consumers consider when making a purchase decision. According to Miller (1956), humans can accurately order and consider a maximum of seven plus or minus two stimuli, meaning between five and nine options. Therefore, being part of the Evoked Set and being the first choice that comes to mind is advantageous.

The first-choice brand often becomes a shortcut for many people. This phenomenon is known as the "Double Jeopardy" law, which states that brands with high market share also have a larger customer base. Furthermore, these customers exhibit both behavioral and attitudinal loyalty towards the brand. Market leaders, those with the highest market share, should aim to limit the number of brands within the Evoked Set to increase their chances of being the first choice. Strategies like the one employed by the brand Kiwi, which aims to minimize the number of brands within the Evoked Set, or consistently investing in extensive advertising and promotion to maintain the first-choice position, are effective tactics.

It's essential to understand that consumers have already made decisions about which brands to consider before they even step foot in a physical store. This is known as the Zero Moment of Truth (ZMOT). Consumers decide on their potential purchases before entering a store, meaning the battle for a position in their Evoked Set and the first-choice spot has already concluded in their minds.

To capitalize on these insights, here are three actionable pieces of advice for brands:

1. Build anticipation and generate buzz: Like Canva, consider creating a waitlist or exclusive access period before a product launch. This strategy not only creates anticipation but also allows you to engage with potential users and generate excitement within your target audience.

2. Provide a seamless onboarding experience: Just as Canva implemented a "how-to" guide and starter challenges, ensure that new users have access to comprehensive instructions and introductory tasks. This approach will help them get familiar with your product or service, reducing any barriers to entry and increasing user satisfaction.

3. Collaborate and encourage sharing: Foster collaboration among users by providing features that allow them to work together on projects. This not only boosts engagement but also increases the likelihood of word-of-mouth referrals. Additionally, create visually appealing and shareable content that users can easily distribute across social media platforms, expanding your brand's reach.

In conclusion, Canva's journey to launch serves as an excellent example of how a brand can generate excitement, build a loyal user base, and become the first choice in consumers' minds. By following their strategies of creating anticipation, providing a seamless onboarding experience, and encouraging collaboration and sharing, brands can position themselves for success in the increasingly competitive modern market. Remember, being the brand that consumers remember first can make all the difference in winning the battle for consumer attention and loyalty.