Brand Identity Canvas
Why it exists, how it speaks, how it looks. A consistent brand sells more and costs less to communicate.
- Estimated time: 45 min
- Related service: Brand identity
- Free
Type straight into each box. Your answers are saved in this browser only.
- Why does the brand exist, beyond making money?
- What change do you want to see in the customer's world?
- 3 to 5 values that guide decisions.
- For each one: a concrete behaviour.
- If the brand were a person, what would they be like?
- It is: ______ but not: ______ (e.g. friendly but not overly casual).
- Archetype: caregiver, sage, rebel, hero, creator…?
- Formal or informal? Emojis? Humour?
- Words we use / words we avoid.
- Languages: PT, FR, EN, DE, LU?
- What can the customer always expect from us?
- One short, true and verifiable sentence.
- What do we do that the competition doesn't do or doesn't say?
- Why does that matter to the customer?
- Colours (2 main + 2 supporting).
- Typefaces, photo style, icons.
- Brands we admire visually, and why.
- Does the name work in several languages?
- .lu / .com domain and social handles available?
- Slogan in 3 to 6 words.
Would you rather have a consultant fill it in?
Answer 8 questions about your business. An In Digi consultant prepares this canvas for you, with recommendations and next steps, and delivers it as a PDF within 3 business days.
- Built for your business, not a generic template
- Consultant recommendations with next steps
- Prepared with AI support and reviewed by a consultant
- Amount deducted if you start an In Digi service within 90 days
€49
VAT included · one-off payment
Step by step
- 1
Start with purpose and promise: visuals come last, not first.
- 2
Define the personality with "is / is not" pairs: this avoids ambiguity.
- 3
Write real examples of tone: how do you reply to a complaint? And to a compliment?
- 4
Check the name, domain and social handles in every language of the Luxembourg market.
- 5
Share the canvas with the whole team and with whoever does your design.
Common mistakes
- Starting with the logo.
- Generic values ("quality", "excellence") with no associated behaviour.
- A different tone on every social network and from every employee.
In Digi tip
Test your tone: ask 3 people to describe the brand in 3 words after looking at your Instagram.
Original In Digi framework.
Need a logo, brand guidelines or a rebrand? In Digi designs your identity.
Social Media Content Canvas Fill in online