1. BRAND WHEEL
HOW DOES YOUR BRAND MEASURE UP?
Rate your business in the following 6 key areas.
clarity of
BUSINESS BEHAVIOUR
• ideal clients
• competitors
• touchpoints
• attributes
5
clarity of 4 STRATEGIC PLANNING
BUSINESS PERSONALITY for focus
• values
3
• purpose
• promise
• differentiator
2
1
YOUR
BUSINESS
ExTERNAL INTERNAL SYSTEMS
Created by LeapZone Strategies Inc. © 2008
COMMUNICATIONS for productivity and
thru marketing, messaging efficiency
and customer service
TEAM ALIGNMENT
for working with purpose

2. MYvalues
Values are your decision makers.
They are what you stand for.
The solid foundation that unites you
and your team.
WHAT DO I STAND FOR?
MY TOP 5 VALUES
1
2
3
4
5
Created by LeapZone Strategies Inc. © 2009

3. MYpurpose
The purpose is your drive.
The very heart of your company.
It is what gets you up in the
morning.
MY ulTIMATe ReASON TO Be
MY PURPOSE IS...
Created by LeapZone Strategies Inc. © 2009

4. MYpromise A promise is your measurable
accountability. It is what you
effortlessly deliver rain or shine.
MY uNIQue KeY BeNeFITS
INDUSTRY PROBLEMS
I PROMISE...
Created by LeapZone Strategies Inc. © 2009

5. MYxfactor The xFactor is your edge. It’s the
one thing that you solve better than
your competitors.
MY KeY DIFFeReNTIATORS
MY TOP DIFFERENTIATOR
Created by LeapZone Strategies Inc. © 2009

6. IDeAlclient
The audience that needs and values
your product or service most.
The people you most want to reach
and work with.
MY IDeAl TARGeT ClIeNT
TRIGGERS
Main Qualities
Budget Size
Specific Industry
Geographical Area
Season Specific
Age Group
Gender Specific
Eating Habits
Health Specific
Lifestyle
KNOWING THIS, WHAT OR WHO ARE YOU NOW GOING TO SAY NO TO?
Created by LeapZone Strategies Inc. © 2009

7. CHARACTERscale
How do you want your business to present itself
in the marketplace?
Intricate Simple
Traditional Leading-edge
Contemporary Classic
Subdued Bold
Extravagance Necessity
Feminine Masculine
Exotic Average
B&W Colourful
Ballsy Reserved
Coarse Polished
Upscale Economical
Natural Hi-Tech
Created by LeapZone Strategies Inc. © 2008
Serious Carefree
Casual Formal

8. MYattributes
What characteristics does your
company have? How does it
present itself in the marketplace?
How is it perceived?
ATTRIBuTe DeSCRIPTION
IF YOU WERE...
A Car
A Celebrity
A Place
What, who or where
would you be and why?
COMPARISON WITH YOUR EXISTING BRAND EXPERIENCE - INSIGHTS
Created by LeapZone Strategies Inc. © 2009

9. TOuCHpoints
What is your brand experience?
The contact points of your sales
process before, during
and after a sale?
MY PROCeSS + CONTACT POINTS
TOOLS NEEDED
TOUCHPOINT CHECK LIST (SAMPLE) TO STAY IN TOUCH (SAMPLE)
• Referral received • During the work process, there is • Quarterly eNewsletter
• Thank referree — send card (snail mail) minimum one contact per week with client • Blog — articles, audio + video podcasts
• Contact referral — quick phone pre-qualification via phone, email, video/audio or in-person. • Contact via phone — quarterly
• Online Needs Assessment — prospect to fill out • Six Month Review • Send Xmas / Birthday cards — annually
• Needs Assessment — review with prospect • Annual Review
• Proposal presentation + approval
• Begin the work process — send welcome card
• Send thank you gift to referee
Created by LeapZone Strategies Inc. © 2009

10. MARKeTing
What does your company need
to generate business, educate,
keep in touch and build strong
relationships?
BRAINSTORM IDeAS TO:
GeNeRATe NeW BuSINeSS eDuCATe + KeeP IN TOuCH BuIlD STRONG RelATIONSHIPS
PRIORITIZE YOUR TOP 3 ACTIVITIES FOR EACH CATEGORY
Created by LeapZone Strategies Inc. © 2009

11. MY1Ymarketing plan
Your TOP 3 marketing efforts to
generate new business, educate
and keep in touch, as well as
build relationships.
TOP 3 MARKeTING ACTIONS
TO GeNeRATe ACTION
NeW BuSINeSS #1
TO eDuCATe + ACTION
KeeP IN TOuCH #2
TO BuIlD STRONG ACTION
RelATIONSHIPS #3
ACTION FReQueNCY
MONTHS JAN FeB MAR APR MAY JuNe JulY AuG SePT OCT NOV DeC
ACTION
#1
ACTION
#2
ACTION
#3
VACATIONS

12. BRAND ology
www.leapzonestrategies.com
The following is to hopefully provide clarity on what can be
confusing brand lingo. Taken from The Dictionary of Brand,
edited by Marty Neumeier, published by AIGA, www.aiga.org.
INDUSTRY TERMINOLOGY
BRAND:
A person's perception of a product, service, experience or organization; the art and science of brand-building.
BRAND ALIGNMENT:
The practice of linking brand strategy to customer touchpoints.
BRAND AUDIT:
A formal assessment of a brand's strengths and weaknesses across all of its touchpoints.
BRAND CHAMPION:
Anyone who evangelizes or protects a brand.
BRAND IDENTITY:
The outward expression of a brand, including its name, trademark, communications, and visual appearance.
BRAND STRATEGY:
A plan for the systematic development of a brand in order to meet business objectives.
CORPORATE IDENTITY:
The brand identity of a company, consisting of its visual identifiers such as the name, trademark, typography,
and colors.
LOGO/LOGOTYPE:
A distinctive typeface or lettering style used to represent a brand name; a wordmark.
MISSION STATEMENT:
A concise statement of the purpose or aspirations of an organization.
TOUCHPOINT:
Any place where people come in contact with a brand, including product use, packaging, advertising, editorial,
movies, store environments, company employees, and casual conversation.
Created by LeapZone Strategies Inc. © 2007
TRADEMARK:
A name and/or symbol that indicates a source of goods or services and prevents confusion in the marketplace; a
legally protectable form of intellectual property.
VISION:
The story a leader tells about where the organization is going; the aspirations of a company that drive
future growth.