# Brand Canvas Template

A comprehensive one-page brand strategy document.

---

## 1. FOUNDATION

### Purpose (Why We Exist)
> Beyond making money, why does this organization exist?

[Write purpose statement here]

### Vision (The Future We're Creating)
> What does the world look like when we succeed?

[Write vision statement here]

### Mission (How We'll Get There)
> What do we do every day to achieve our vision?

[Write mission statement here]

---

## 2. AUDIENCE

### Primary Audience
> Who are we serving? Be specific.

**Demographics**: [Age, location, income, education]
**Psychographics**: [Values, interests, behaviors]
**Pain Points**: [What problems do they have?]
**Aspirations**: [What do they want to become?]

### Audience Persona
> Give them a name and face

**Name**: [Persona name]
**Quote**: "[Something they would say]"
**Day in Life**: [Brief description of their daily experience]
**How We Help**: [Specific value we provide]

---

## 3. POSITIONING

### Category
> What market/industry are we in?

[Category definition]

### Competition
> Who else serves this audience?

| Competitor | Their Strength | Their Weakness |
|------------|----------------|----------------|
| [Name] | [What they do well] | [Where they fail] |
| [Name] | [What they do well] | [Where they fail] |
| [Name] | [What they do well] | [Where they fail] |

### Differentiation
> What makes us meaningfully different?

[Unique value proposition]

### Positioning Statement

```
For [target audience]
Who [have this need/problem]
[Brand name] is the [category]
That [delivers this benefit]
Unlike [competitors]
We [key differentiator]
```

---

## 4. VALUES

### Core Values
> What do we believe? (3-5 values)

| Value | What It Means | How It Shows Up |
|-------|---------------|-----------------|
| [Value 1] | [Definition] | [Example behavior] |
| [Value 2] | [Definition] | [Example behavior] |
| [Value 3] | [Definition] | [Example behavior] |
| [Value 4] | [Definition] | [Example behavior] |
| [Value 5] | [Definition] | [Example behavior] |

---

## 5. PERSONALITY

### Brand Archetype
> Which character type best represents us?

**Primary**: [Archetype name]
**Secondary**: [Archetype name] (optional)

### Personality Traits
> 3-5 adjectives that describe our character

| Trait | This Means | This Doesn't Mean |
|-------|------------|-------------------|
| [Adjective 1] | [Positive interpretation] | [What to avoid] |
| [Adjective 2] | [Positive interpretation] | [What to avoid] |
| [Adjective 3] | [Positive interpretation] | [What to avoid] |
| [Adjective 4] | [Positive interpretation] | [What to avoid] |

### If Our Brand Were a Person
> Humanize the brand

**They would drive**: [Vehicle]
**They would wear**: [Style]
**They would listen to**: [Music]
**They would read**: [Publications]
**At a party, they would**: [Behavior]

---

## 6. VOICE

### Voice Characteristics
> Constant personality in communication

We are: **[Trait 1]**, **[Trait 2]**, **[Trait 3]**

We are NOT: **[Anti-trait 1]**, **[Anti-trait 2]**, **[Anti-trait 3]**

### Tone Variations
> How voice adapts to context

| Context | Tone | Example |
|---------|------|---------|
| Welcoming | [Adjective] | "[Sample copy]" |
| Educating | [Adjective] | "[Sample copy]" |
| Celebrating | [Adjective] | "[Sample copy]" |
| Problem-solving | [Adjective] | "[Sample copy]" |
| Apologizing | [Adjective] | "[Sample copy]" |

### Vocabulary

**Words We Use**:
- [Word 1]
- [Word 2]
- [Word 3]

**Words We Avoid**:
- [Word 1]
- [Word 2]
- [Word 3]

---

## 7. VISUAL IDENTITY

### Colors

| Role | Color Name | Hex | Usage |
|------|------------|-----|-------|
| Primary | [Name] | #XXXXXX | [Where to use] |
| Secondary | [Name] | #XXXXXX | [Where to use] |
| Accent | [Name] | #XXXXXX | [Where to use] |
| Neutral Light | [Name] | #XXXXXX | [Where to use] |
| Neutral Dark | [Name] | #XXXXXX | [Where to use] |

### Typography

| Role | Font | Weight | Use |
|------|------|--------|-----|
| Display | [Font name] | [Weight] | [Headlines, hero] |
| Heading | [Font name] | [Weight] | [Section titles] |
| Body | [Font name] | [Weight] | [Paragraphs] |
| Caption | [Font name] | [Weight] | [Small text] |

### Visual Style

**Overall Feel**: [2-3 words]

**Design References**:
- [Movement/era]
- [Designer influence]
- [Brand inspiration]

---

## 8. PROMISE

### The One Thing
> If customers remember nothing else, what should they know?

**[Brand name]** = **[One clear promise]**

### Tagline Candidates
1. "[Option 1]"
2. "[Option 2]"
3. "[Option 3]"

### Elevator Pitch (10 seconds)

> [Clear, memorable summary of what we do and why it matters]

---

## 9. PROOF POINTS

### Why Should They Believe Us?
> Evidence that supports our claims

1. **[Proof point 1]**: [Supporting detail]
2. **[Proof point 2]**: [Supporting detail]
3. **[Proof point 3]**: [Supporting detail]

### Success Metrics
> How do we measure brand success?

| Metric | Current | Target | How We Measure |
|--------|---------|--------|----------------|
| [Metric 1] | [Now] | [Goal] | [Method] |
| [Metric 2] | [Now] | [Goal] | [Method] |
| [Metric 3] | [Now] | [Goal] | [Method] |

---

## 10. TOUCHPOINTS

### Where Does Brand Show Up?
> Priority channels and expressions

| Touchpoint | Priority | Current State | Notes |
|------------|----------|---------------|-------|
| Website | [1-5] | [Status] | [Notes] |
| Social Media | [1-5] | [Status] | [Notes] |
| Email | [1-5] | [Status] | [Notes] |
| Product | [1-5] | [Status] | [Notes] |
| Packaging | [1-5] | [Status] | [Notes] |
| Advertising | [1-5] | [Status] | [Notes] |
| Customer Service | [1-5] | [Status] | [Notes] |

---

## SUMMARY BLOCK

### Quick Reference

```
[BRAND NAME]

PURPOSE: [One sentence]
AUDIENCE: [One sentence]
PROMISE: [One sentence]

PERSONALITY: [3 adjectives]
VOICE: [2-3 descriptors]
VISUAL: [2-3 descriptors]

TAGLINE: "[Selected tagline]"
```

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*Document Version*: [X.X]
*Last Updated*: [Date]
*Owner*: [Name/Role]
