The Brand Expression Canvas

 

Once you have settled on a concept of brand identity and you know exactly what you want your brand to stand for,
it's time to think about how to express that to your target groups.

 

 

What’s the basic Idea?

Brand identity determines how customers should think about a brand. Brand expression makes this happen. It allows influencing the brand image by everything consumers can perceive, including colors, symbols, styles of speaking, sounds and scents – on websites, brochures, banners, company cars and so on.

A brand identity is detailed to such an extent that communicating all that to the target customers would lead to information overload. Brand expression should focus on the key messages.

The Brand Expression Canvas helps to compose an overview of what a brand should display and how to convey that to its target groups.

 

 

 

 

Where does it come from?

The classification of ‘brand expression’ can rely on two long-established marketing concepts: ‘corporate identity’ and ‘five senses branding’ (also ‘sensory branding’).

Corporate identity splits into corporate design, corporate communication, and corporate behavior. This can easily be applied to brand expression as shown in the Figure on the right.

 

Upmarkit - Brand Design - Brand Communication - Brand Behavior

 

 

 

 

 

Five Senses Branding

 

Upmarkit - Five-Senses Branding

 

 

 

 

 

Combining ‘corporate identity’, ‘five senses branding’ and the key concepts of the visual brand identity leads to...

 

The Brand Expression Canvas

 

Upmarkit - Brand Expression Canvas

 

 

 

 

 

How to use the Brand Expression Canvas?

The toolkit 'Brand Expression' contains the Brand Expression Canvas, explanations & examples about how to complete each component and additional templates to enter more details about each component.

 

Get it