Fenot Tekle on Canva's Mission and Capturing the Brand Through Strategic Campaigns | Variety Studio presented by Canva - video Dailymotion

Watch Fenot Tekle on Canva's Mission and Capturing the Brand Through Strategic Campaigns | Variety Studio presented by Canva - Variety on Dailymotion

Transcript

00:00Canva, I know having attended Canva Create, so it's a brand that really, you know, has

00:04very strong pillars and its mission about, you know, expanding visual media tools.

00:10How in the earned media category, are there some things that you've done that you feel

00:15like really shined a spotlight, really captured the brand in the minds of consumers?

00:21Yeah, I would say that the ethos of the brand from the outset has really been about the

00:27idea of democratizing design and making it accessible to all.

00:32That was the mission a decade ago, continues to be the mission today, and really what fuels

00:37everything that we do across paid, earned, owned, shared.

00:42So as we activate go-to-market strategies, this is the basis of how we communicate with

00:48our various audiences, be it in the enterprise side or the consumer side.

00:53More and more we talk about the idea of simplifying complexity within the world of design, because

01:01when you think about design for many, it feels really insurmountable.

01:05This is not a thing that I can do, but in a lot of our messaging, we're really reinforcing

01:11the idea of, I would say, the three simple things, which is fast, easy, free.

01:17And those are really easy things for people to grasp, and it really is parallel with the

01:23product output.

01:25And now we are really entering into a new era for the business.

01:31We've spent the better part of a decade really building a consumer-facing business, and now

01:35we have to do a mental model shift, and it's a bit of an external rebrand of who we are,

01:41what we stand for, and what we're able to provide.

01:44So we're taking these consumer use cases, and 190 million people are coming to the platform

01:50every month to really design.

01:52So how do we take those use cases and allow them to bring it into their professional lives?

01:59When we entered the space about two years ago with our Visual Suite, which is a product

02:03of Workplace Tools, it was really taking the ethos of fast, easy, free, and now you can

02:09do it in the context of work presentations, creating websites.

02:15And as we're all having to communicate more and more through screens, communicating through

02:20visuals has become a much easier way for people to actually engage and collaborate

02:25at work.

02:26So for us, everything that we do in terms of our messaging and positioning work to drive

02:32consideration and awareness starts with the idea that what was good for you in your personal

02:37use case is now good for you in your professional use case.

02:42And the proof there is really being able to provide tools for you to be able to do that

02:46and more and more invest in AI innovation to really supercharge these efforts so that

02:53what you are doing that is fast, easy, and free is also really productive and efficient.

02:58And communicating that message and really being able to actually drive home the idea

03:05that Canva is good for work has been sort of the anchor of everything we've been doing

03:09for the last couple of years.