In this phase, things become more concrete. What can you (the team/we) offer to your target audience (they)? This is about developing your brand. You will notice significant overlaps with the USP Canvas, but here, we go even more into detail! The focus is placed even more on you and your target audience. You have a great team and believe your initiatives, actions, and projects (your product) are self-evidently good—because they work toward a better, more sustainable world and address existential crises like climate change? Fantastic! But to achieve good results, you also need to reach the people necessary for implementation. A clear perspective on your target audience, combined with a concrete promise and a compelling benefit of your offering, will help you reach the goals you envision more effectively.
Your brand consists of:
Brand = Product × Promise
Under "We", you should list everything that defines you: a brief description of your team (Who is part of it?), your strengths (What are you particularly good at?), and your promise (What can you deliver with your product?). You should only promise what you are strong in and where your team has explicit competencies.
What you actually do and offer is your product: a specific event, a demonstration, a platform, etc. You want to take this product or offering from your perspective across a bridge to your target audience. Your USP (What makes us unique?) will help you build a solid and stable bridge.
Under "They", the focus is on your target audience (Who are they?): What are their struggles? What are their needs? What benefit does your product bring to them?
Again, it helps to recall your vision: What positive future scenario are you painting—one that also appeals to your target audience? Also important: your mission—What drives you? Why do you want to bring your product to your target audience and realize your vision? The bridge metaphor emphasizes: The more precisely you translate your strengths into an offer/product that can solve a pressing issue for a target audience close to you, the easier and faster you will gain traction.
You can find the German Canvas here.
You can find the English Canvas here.
You can find the Spanish Canvas here.