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The Brand-Building Canvas:

How to Build a Business and a Brand in One Go




What is your Brand Vision?

The Brand-Building Canvas can be used for both Business Modeling and Brand Identity Planning

Entrepreneurs never just create a business – but also a brand at the same time. Today, the ‘symbolic meaning’, the brand’s vision and story are not just a nice add-on, but in many cases the central idea of a new business. Most young entrepreneurs do not just want to make money, but create purpose-driven brands. As building a business and building a brand are so closely intertwined, the Business-Building Canvas (Osterwalder and Pigneur, 2010) was combined with brand identity planning into the Brand-Building Canvas. As it covers all aspects in the Business Model Canvas and the major brand identity planning models, it can be used to analyze and develop a business model and a brand’s identity.





Brand-Building Canvas - Brand Identity Planning Model



The Brand-Self-Seven

If you focus on brand-building, you need to consider only the first seven blocks of the Brand-Building Canvas.
This part is referred to as the Brand-Self-Seven:


The Brand-Self-Seven - Brand Identity Planning Model



Workbook Brand-Building: How to turn your Business (Idea) into a Strong Brand

The Brand-Self-Seven (the Big Seven of Brand Identity) help to develop a Brand’s Self (Identity) by moving through seven Brand-Building Blocks.

The seven blocks of the Brand-Building Canvas are arranged simply by common sense: The Vision is on top (block I); the Product (business idea) is the starting point (block II); the Customers are in the center of attention (block III); it follows the Brand Character (the meaning behind) on the left (block IV); Relationships describe the mode of conduct between the brand (IV) and the customers (III) (block V); Touchpoints connect the products (II) with the customers (III) (block VI) – and all this is symbolized by  Brand Expressions, placed at the bottom (block VII). Assuming you want to explain your brand to a colleague, agency, or friend, the seven blocks help you to answer their typical questions about a brand: What is the product (advantage)? Who are the customers? Who is behind the brand? Why are they doing this? How do they reach customers? How do they deal with their customers (personal, automated, etc.)? How does the brand look like (logo, etc.)?

Because of their focus on non-functional benefits, this template is particularly suitable for identity-driven brands (lifestyle brands), especially for high-end, cultural, and alternative brands. The Brand-Self-Seven template provides the foundation and structure of the book "How to Build a Brand to Change your World." Each main section of the book provides an overview about one of the seven major brand-building elements. As some of them cover various other brand identity elements, they are structured by additional brand-building templates.






Sources: Heine, K. (2019) How to Build a Brand to Change your World. Upmarkit: Tallinn.
Heine, K. (2019) THE BRAND-BUILDING CANVAS: How to Build a Business and a Brand in One Go. The European Business Review, March/April: 50-54, read a short version online.
Osterwalder, A. and Pigneur, Y. (2014) Business Model Generation. John Wiley & Sons: Hoboken.


Publication date: 26.11.2017, last updated: 1.10.2019