The ID-Scan: Based on a unique canvas

The Business Identity Canvas™ is the basis of the ID Scan. This unique method is the result of years of expertise in the field of entrepreneurship and brand development, supplemented by a number of worldwide proven methods.


The foundation for positive change:
The Business Identity Canvas™

The canvas consists of 10 building blocks. We would like to explain them briefly:


The Golden Circle is a thinking model developed by Simon Sinek based on research into successful leaders and brands. It is based on three levels on which organizations and people operate: What you do (What), how you do it (How) and why you do it (Why - the core). And especially the latter really touches the heart of your organization, from which everything is built.


Concretely formulated objectives help organizations to reach that dot on the horizon. They indicate a clear direction in which an organization wants to move.

Target group

It is important that everyone within the organization knows the target group and that the organization knows who the ideal customer is. You will find out in this building block!

Customer need

The customer need is the question of the target group that you fulfill with the product or service. There is a conscious and an unconscious customer need. An unconscious need is also called a latent need. In many cases, the target group only becomes aware of this when a solution for the need is offered. Both are clearly visible in this building block.

Buying motive

Purchase motive refers to the decisive factors (strong qualities) for the purchase of a service or product. In this part we also pay attention to the points for improvement of the organization.

Internal values

Internal values ​​are also called core values. Internally, the values ​​are primarily expressed in behaviour. They come to life by recording them and sharing them with everyone in the organization.

External values

External values ​​are also known as brand values. External values ​​primarily live in the minds of your stakeholders. How do they see an organization and what do they expect? And does this actually correspond to how the organization sees itself?

Brand personality

We determine the brand personality on the basis of 12 archetypes of Carl Jung. According to Jung, archetypes are universally recognizable characters that transcend time, place, culture, gender and age. An archetype gives your brand character and creates subconscious connection among the employees and target group. You communicate in the same way to all your target groups, you always speak the same language.

Brand promise

A brand promise is the essence of the brand. What can you offer, promise and deliver. What does the organization stand for and what does it want to mean for the world?

Sustainable Development Goals

We reflect on the Sustainable Development Goals (SDGs) of the United Nations. Based on these goals, the sustainability ambitions of the organization are mapped out. A must for any organization that wants to have a meaningful business!

Our method: The solid foundation for
organizations with sustainable growth ambitions

In addition to Simon Sinek's The Golden Circle (Why How What) and Carl Jung's 12 Archetypes, the ID-Scan also contains the United Nations' Sustainable Development Goals (SDGs). The sustainability ambitions are mapped out on the basis of these goals. A must for any company that wants to have a meaningful business.


The first steps towards sustainable impact

Sustainable entrepreneurship is looking at what impact an organization makes on the world and how you can give a positive interpretation to this. We see more and more that organizations want to get to work with this in concrete terms, but do not know how to do this. Not as a sales pitch, but for real. It's like good intentions: you only stick with it if it becomes part of your way of life or your way of doing business. You can help your customer to make sustainability part of, for example, the mission and vision, corporate culture or communication.

The ID-Scan helps you to clearly visualize the course of an organization. From there you can get started with (for example) a sustainability plan or add a sustainability strategy chapter to the business plan. The first concrete steps towards sustainable impact have thus been taken!


The Simon Sinek Golden Circle

The Simon Sinek
Golden Circle

The Carl Jung Archetypes

The Carl Jung

Sustainable Development Goals

Development Goals