The toolkit

Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.

18 tools

Canvases²

One page that holds a whole idea, filled in together.

The brand platform canvas: purpose, positioning, personality and proof on one pageEight boxes that write down what a brand stands for and how it shows up: purpose, vision, values, positioning, personality, promise, proof and distinctive assets. Drawn from Aaker, Keller and Kapferer, with distinctive assets after Romaniuk.Canvas120 min
The measurement framework: from objectives to organisational impactA canvas that links the organisation's objective to the communication objectives, then to inputs, activity, outputs, out-takes, outcomes and impact, with a metric, baseline, target and source for each. After AMEC's Integrated Evaluation Framework and the Barcelona Principles.Canvas60 min

Templates¹

The documents a plan needs, with the headings already right.

The creative brief template: one problem, one insight, one propositionThe page a planner hands to a creative team: the problem the work must solve, the audience and the insight, the single proposition and its proof, the tone, and what the work should make people think, feel and do. From the account-planning tradition and the industry's briefing guides.Template45 min

Worksheets¹

Questions to work through, one decision at a time.

The PESO channel audit: paid, earned, shared and owned on one gridA worksheet that lists every channel the brand uses under paid, earned, shared and owned media, with the job each does, its budget or effort, its owner and its KPI, so gaps, overlaps and over-reliance show at a glance. After Gini Dietrich's PESO model.Worksheet60 min

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