Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell / How Canva Turned Design Into a Brand Obsession
Transcript
- Lucas: So there's this platform that went from a dorm room idea in Perth to a hundred and fifty million monthly users in about a decade. And it did it without ever running a traditional ad campaign. I'm talking about Canva. Luna: Right, the design tool. It's everywhere now. But how did it get there without ads? I feel like everyone I know just started using it one day. Lucas: Exactly. That's the core of the story. Canva's growth wasn't driven by billboards or television spots. It was driven by the product itself and the way it made people feel. Melanie Perkins and Cliff Obrecht built a brand around a simple promise: empower everyone to design. Luna: So the mission was baked in from day one. But talk to me about the mechanics. How do you get a hundred and fifty million people to feel that without traditional marketing? Lucas: You start with the template library. Think about it. When someone creates a birthday invitation or a resume, they don't start from a blank canvas. They start with a template that looks professional, and then they tweak it. That template becomes a shareable artifact. Every single design created in Canva is a potential advertisement. Luna: So the users are the marketers. Every design they share on social media or email carries Canva's visual DNA. Lucas: Precisely. And to make that work, Canva had to nail two things. First, the templates had to be genuinely good, so people would be proud to share. Second, they made sharing effortless with built-in social integrations. But there's another layer: the brand's voice and personality. Luna: I love how Canva's own social media channels feel human. They've built this quirky, playful voice that's consistent across everything. Lucas: That's intentional. Their social team focuses on user-generated content and community engagement. They run design challenges, spotlight user creations, and even respond to tweets in a way that feels personal. It builds an emotional connection that a traditional ad could never achieve. Luna: And they also have the 'Canva for Good' initiative, right? Giving premium access to non-profits. That's a mission-driven move that aligns with the brand's purpose. Lucas: Yes. And it's not just a charitable side project. It's a strategic brand play. It reinforces the story that Canva is here to make the world a better place through design. It also creates a halo effect — people feel good about using a product that's doing social good. Luna: But here's a question that's always bugged me. With such a broad audience, how does Canva avoid diluting its brand? It's not like Apple or Nike, which are aspirational. Canva is for everyone. Lucas: That's the genius of it. Instead of being aspirational, Canva positions itself as approachable and inclusive. The brand doesn't say 'be a designer'. It says 'you can design'. That's a powerful message that resonates across demographics. It becomes a verb, like Google or Photoshop. Luna: So they're not just selling a tool. They're selling a feeling of empowerment. That's a strong brand narrative. Lucas: And it's backed by a relentless focus on the product experience. Canva invests heavily in onboarding — they have a first-time user experience that's incredibly smooth. Within minutes, you've created something, and you feel successful. That success is instantly associated with the brand. Luna: I remember my first Canva design was a disaster, but I still felt proud because it looked a thousand times better than anything I'd done in Word. Lucas: Exactly. It's that feeling of 'I made this' that fuels word of mouth. And Canva has been smart about scaling that word of mouth. Their referral program, for instance, rewards users with premium features for inviting friends. That turns every user into an advocate. Luna: So it's a flywheel. The more people use it, the more designs are shared, the more people see it, the more they trust it. And it all feeds back. Lucas: Right. But the flywheel only works because the brand is consistent at every touchpoint. From the website to the app to customer support, everything feels cohesive and friendly. That's not an accident. Melanie and Cliff deliberately designed the brand with a 'family' feel, even as they scaled to hundreds of employees. Luna: You know, we talk a lot about authenticity in branding. Canva seems to have genuinely lived its mission from the start, not just used it as a marketing slogan. Lucas: Absolutely. And that authenticity is what makes the brand resilient. Even when they've faced criticism — like concerns about copyright or ai generated content — their strong brand equity helps them navigate those challenges. Luna: Speaking of challenges, what's the risk of being so ubiquitous? I mean, Canva is almost generic now. Does that weaken the brand? Lucas: There's a real tension there. As Canva becomes the default tool, there's a risk of being seen as 'basic' among professional designers. But they've countered that by expanding into enterprise and education, and by constantly upgrading features like video and AI. They're not resting on the consumer base. Luna: It's like they're saying, 'We're the friendly giant, but we're also serious enough for your business.' That's a tough balance to pull off. Lucas: And they've done it by staying true to their core narrative: design for all. Whether you're a student, a small business owner, or a marketing director, you're part of the same story — you're empowered to create. That's a powerful unifier. Luna: So what's the one thing a listener could take away from Canva's story to apply to their own brand? Lucas: I'd say it's this: make your product intrinsically shareable. Design every touchpoint to be a showcase for your brand. Canva's users are walking billboards because they're proud of what they create. And then support that with a mission that people can believe in. Luna: That's exactly the kind of insight that makes me want to go redesign my resume. But before we wrap up, Lucas, I want to ask you about something you mentioned earlier — the user's pride in their creation. How does that translate into brand loyalty? Lucas: It's a form of self-expression. When you share a design, you're saying 'this is me'. And Canva is the enabling force behind that. That creates a deep emotional tie. It's not just a tool; it's a part of your identity. That's why people stay. Luna: And that's the kind of connection that goes beyond features or price. It's a story they're telling about themselves, with Canva as the supporting character. Lucas: Well said. And that's really the essence of brand storytelling — creating a narrative so compelling that people want to be part of it, and then giving them the tools to tell their own stories within it. Luna: You know, it's funny. We're essentially doing the same thing with this podcast — building a community around shared stories and insights. Lucas: And it's listeners like you who make that possible. A small group of you already chip in monthly through buy me a coffee dot com slash fexingo, and that literally funds the making of these episodes. It keeps the show ad-free and independent. Luna: Yeah, it's a nice way to give back if you find value here. No pressure, just a warm thought. Lucas: Right. So, back to Canva. The real lesson isn't just about design tools. It's about building a brand that people want to carry in their back pocket. Luna: And that's a story worth telling. Thanks for joining us on Brand Storytelling with Fexingo. Lucas: Until next time, keep creating.