Chapter 9 Worksheets

Have your exercises from Chapters 4 and 5 handy. We’re going to start with your brand narrative. Write it down again (it’s okay to make changes if you thought of revisions after reading this chapter) in the space below.

Now, let’s examine the relationship between your brand narrative and your business goals. You should have primary business goals, secondary business goals, and product/service goals to consider here.

We’ll include space for up to three secondary goals and product/service goals each. If you have more than that, feel free to write them out on a separate sheet of paper. First, type out the goal itself. Next, explain how the goal works with the brand narrative to create value for the customer.

If you had to leave anything blank in the “Customer Value” field, it could be worth reconsidering or re-working some of your business goals. Feel free to brainstorm new goals in the space below:

Now we’re going to go through your roadmap. Here’s how it’s going to work. We’re going to leave space for each of your goals (jot them down briefly), and underneath each section, list all the activities from your road map that will help you reach each goal. It’s okay if some of the activities contribute to multiple goals.

The idea is to make sure that all of your activities apply to at least one goal. If they don’t, think about why you want to include that activity in your marketing plan. Is it a good reason? Why or why not?