My noteboek
I read and write about sales, marketing, product development. In addition, here I share my experiences about living with Traumatic Brain Injury (TBI) caused by a brain tumor. On this site you will find a small part of my notes but also the tools I use. I wish you much reading pleasure and inspiration!

Brand Identity Canvas

A brand archetype provides clarity about the brand DNA and guidance for an effective, consistent brand strategy. The target audience recognizes what the brand stands for, what values it embodies. This is crucial at a time when it is very difficult to differentiate on the basis of basic attributes and benefits. This canvas can be used not only for organizations but is also very useful for individual professionals.

Duration:

± 30 minutes

Difficulty:

Participants:

± 4-6

Author:

Ruud Olijve

Download as a pdf (free)

How to use the Brand Identity Canvas?

The definition of brand archetypes

Archetypes, first defined by psychologist Carl Jung, are identical psychological structures we all have in common that we inherited from our ancestors. Archetypes are deeply rooted in our unconscious. As the video below indicates, archetypes are revealed through the arrangements they produce in consciousness, and although we do not intentionally observe archetypes, they come to the surface and express themselves through symbolic imagery. The work of Carl Jung followed his observations of religious symbolism. We cannot control the unconscious, but because religious symbolism is a product of the unconscious, it serves as our guide to archetypes - and in this case, brand archetypes.

Rule in advance:

  1. Assemble the right team
  2. Reserve a large piece of wall or space
  3. Print or draw the canvas on a large sheet of paper
  4. Have plenty of Post-it's and markers ready
  5. Allow yourself undisturbed time 

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