Designed in 2005 by Alexander Osterwalder and Yves Pigneur, the Business Model Canvas has become the reference strategic management template for anyone who aims to map out a new or existing business. Entrepreneurs use it to gather different aspects of their business in one place, analyzing connections and consistency between all the elements. Typically, multiple versions are created during the conception of the endeavour’s final model, based on feedback, conversations, pitches, research, etc. Three elements of this canvas are particularly relevant to show the relationship between brand and business strategies
and the need to build a strong core that not only generates revenue but also allows your concept to reach its full potential.
Value propositions, customer relationships and customer segments: those are the three first steps towards thinking about more than just your product or service and their functional features. By exploring in-depth what they encompass, you will be able to incorporate brand knowledge and advice into your model. To do that, you need to take a broader perspective than just strict marketing and business terms. The sooner this happens, the better, as it will consolidate the connections between your identity
and your profitability.