Are you looking to revitalize your brand strategy, starting from scratch with building a new corporate identity or launching a new product? The Brand Development Canvas is the tool to map all your brand essentials and define a clear brand strategy.

We have invented the Brand Development Canvas as a practical tool to help you discover and develop your brand. It is build up around 10 essential brand building blocks, divided over three main pillars. If you are new to the Brand Development Canvas methodology this blog is worth reading!

1. The internal perspective

A strong brand is build from within. Your marketing- and sales efforts should represent what you believe in, which is exactly what we focus on with the internal perspective. On the far left side of the canvas the three brand building blocks represent your core values, mission and vision.

To discover them it is essential to dig deep into the organization or reflect on your personal believes when you’re a start-up. Especially with your core values you need to go beyond the obvious. Is “quality” really a core value or do you strive for “excellent product finishing”. Where the vision is clearly defined and embodies the ultimate goal of your brand, the mission can be more woolly and explains the reason of your organization’s existence.

The internal perspective will be completed with two more practical brand building blocks, strengths and room for improvement. What are you really good at and where do you need to be forethoughtful about. Once you have listed the most important strengths and chances, the internal perspective of your brand is complete and you can move on to the right side.

2. The external perspective

The internal perspective focuses on what you stand for and are good at. On the right side of the Brand Development Canvas we focus on the environment you are active in. We begin with defining our customer segments, followed by creating semi-fictional representations of our ideal customer: the buyer personas. The far right side will be concluded by writing down how you can make your personas successful in what they do.

Knowing who you want to reach is step 1, how you are going to do that is step 2. Most important is to activate the channels where your personas actually are present. Spreading your message there where your future clients don’t hear you, is not that useful. To help you with that, you can define touch points: the specific moments you are in contact with your customer during their buyer journey.

3. the brand development heart

In the middle of the canvas we bring together best of both worlds and combine the internal and external perspective in your Brand Promise. Your Brand Promise can be seen as your unique value proposition, written down in one sentence. The primary reason why your future customers should buy from you. The Brand Goals are the marketing and sales related targets that will strengthen and boost your brand development.

Download the Brand Development Canvas to start mapping out your brand building blocks and begin developing a strong brand! Did you already get started and need some help to get further? Request a free consult on the Brand Development Canvas.

We are looking forward to hear from you how you put the Brand Development Canvas to use in the comments below and feel free to share this blog on social media.