The ID-Scan: Based on a unique canvas

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.

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!

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.

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 ​​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 ​​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?

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.

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?

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!