Connect the brand promise to the sales number it is supposed to move.
Connect the brand promise to the sales number it's supposed to move. Six blocks: promise, audience, the buying behaviour it changes, the metric it moves, the evidence the link works, and what you'll consistently fund.
Connect the brand promise to the sales number it's supposed to move. If the canvas can't name the behaviour and the metric, the brand spend is hope, not investment.
One sentence a customer would repeat
The buying audience, not 'everyone'
Choose us first / pay more / switch / stay
Win rate, price premium, repeat %, CAC
Cohort data, brand-track correlation, pricing tests
The assets and presence that build memory over years
The chain: promise → lives in a specific audience's memory → changes a named buying behaviour → moves a commercial metric (win rate, premium, repeat %, CAC).
Proof block: cohort data, brand-track correlation, pricing tests. No proof doesn't mean no effect — it means you owe measurement.
Empty blocks are flagged. A canvas with no behaviour named is a brand spend acting on hope.
Illustrative figures, not a client outcome.
Unattributable week-by-week, yes. Unmeasurable, no. Cohort behaviour, branded search, pricing power and shortlist rates all move — if you choose the metric before spending.
Quarters, not weeks. Commit the metric and the measurement date in advance, or the spend dies in the first tight quarter.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
Brand and revenue in separate meetings? Connect them on one page.
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