Modern day brands should not just anticipate change, but drive it. This requires businesses and business-leaders to have a vision and methods for creating value with meaningful impact to the world. so they can lead society in the right direction.
The Brand Impact Canvas helps you create that vision and roadmap. Here is how it works:
The Brand Impact Canvas is a practical framework that helps to stay focused on the mission, to execute better and to stay innovative as a brand.
It is a supplement, not a substitute, to existing business modelling tools, like:
+ Rockefeller habits
+ Business model canvas
+ Pentagrowth innovation model
+ Design sprints
The canvas consists of five main areas:
1. Brand
2. Impact
3. World
4. Change
5. Resources
A brand is the promise of a certain, positive change in the lives of people. The impact is so valuable to them that they will want to do something in return. By monetary or non-monetary means.
This promise is delivered by the team and the product or service created. Hence, your brand is the value of the product or service (the proposition), created and delivered in a certain way (the processes), by a team (the people), using the available resources: time, money, goodwill, and tools (the power).
The brand owner should focus on ‘defining and directing’ only on the design of the ‘3 P’s’, while making sure there is enough ‘power’ to keep the brand moving.
The result of good definition and direction (by the entrepreneur or brand builder) in the ‘3 P’s’, are 3 non-tangible results: Company Culture, Creation & Community.
These will define viability of the brand in the long run, as both culture (internal) and community (external) define how others will join and boost your purpose, and the creation defines the flexibility in which the brand is able to cope with changes.
While many entrepreneurs start with the proposition to build their brand, the greatest brand builders take a ‘reverse’ order. They define:
1. The desired change,
2. To the world. (Who is your audience),
3. To the impact. (What do you enable people with your brand to do. What value do you create for them.)
4. To the brand identity (Proposition, processes and people needed to create the impact.)
5. To the resources. (Amount of starting capital, goodwill, revenue, needed to build the brand and keep it powered up)
Do you notice that the brand image is last? This is because the image (logo, name, branding, communication) should follow the identity (people, processes, proposition, impact and purpose) of your brand.
If your brand image follows your brand identity, you are authentic. Which is how you create a great brand.
