Complexity: Medium
Time required: 30 minutes
Material required: A4 papers, pens (optional: markers, post-its)

References: Brand toolkit for Changemakers

What is it for?

Mapping out where you are now and where you want to go so that you can act on what needs to happen in order to get there.Also, clarifying what direction your brand development should take.

How to use it?

  • Start with where you are now (Point A).
  • List what defines your current situation.
  • Think about a mid-term horizon of about three yearsas your future scenario (Point B).
  • List what you would like to see as your future state. This means you can list a mix of actual plans and desired outcomes.
  • Make your answers specific and concrete.
  • The goals on the right are what your brand needs to support.
  • They give clues to who your audiences are, what you need them to think and feel about you, and what you can do to build your brand with them in mind.