RoadMapping Worksheet

Think of these as resources and strength training for your brand journey with 16 Hoops!
Might be a wee bit hard at first, but as you exercise these marketing muscles more and more, the road gets so much easier. Try starting it and then refining with ChatGPT too - no judgement! And try them more than once if you like before our next session. We'll go over all the answers together.

1. What is your BOLD Cocktail Party Line?

Your expert positioning is the foundation of your entire brand. Do you know what it is and how to actually say it out loud - and be very memorable (NOT FORGETTABLE)? Well, if you can't tell what makes you and your business vastly different, neither can your customer.

I like everyone to start by writing, then by saying out loud to everyone they meet, what makes you different.

It sounds easy, huh? Try it. Harder than it looks.

Fill in the following using the form below and hit send:

Hi, I run (enter business name). We help (enter desired client type) by (enter service or product). We are different from other (enter same business type) because (enter how you are positioned differently - be very specific and dramatic if you can - you want to be memorable and make a bold stand - it's a cocktail party after all!).

Here is an example from our own business:

Hi, I run 16 Hoops. I help start-ups and solopreneurs build a brand they’re proud of — fast. I deliver a complete brand and website in 14 days with just two days of your time. I’m different from other designers because I cut out the endless revisions, confusing back-and-forth, and drawn-out timelines — and with 20 years of photography experience, I bring a storyteller’s eye to your brand, creating a visually striking identity that connects with your ideal clients.

And a few more examples:

Hi, I’m Liv and I founded The Gluten-Free Alliance. We know the gluten-free landscape can be hard to navigate — but our nonprofit helps restaurants embrace it as a creative opportunity to craft exciting, inclusive dishes for everyone. While we do focus on safety, we also help chefs and staff understand gluten-free ingredients, ask the right questions, and create standout menu options that keep customers coming back. We're not just changing menus — we're transforming how the industry thinks about gluten-free dining.

Hi, I’m Sarah with HeartStrong Wellness. I help people rebuild their strength and confidence after a heart attack through personalized nutrition and movement plans. I’m different from other wellness coaches because I combine evidence-based cardiac rehab techniques with mindfulness coaching — so you heal physically and emotionally, not just go through the motions.

Hi, I’m Alex with New Chapter Realty. I help moms who are navigating life after divorce find a home that feels like a fresh start. I’m different from other realtors because I understand the emotional and financial challenges that come with this transition — and I help you find a space that works for your family, your budget, and your future.

If this has been done right, the person you are talking to should immediately not only be interested in hearing more, but they should be thinking of at least 3, but up to 20 people they personally know who could use your services. (oh, you know I have a niece who just got divorced and she could use this with her house!..." and so on).

PSSST...don't stress on this too much. Just give it a stab. We will "exercise" this muscle more together during the roadmapping,

2. Who is your "Dream Client?"

I want you to think about ONE dream person or client from now on. JUST ONE.

Give this person a name.

You might be thinking: "But wait, isn't this going to limit who will want to work with me?"

It actually does the opposite. Rather than limiting who could be your client, it will make your brand MORE memorable, more strong, and more visionary. It's not possible to market to everyone. And the more detailed you get, the more clear your messaging and marketing will be.

Read this article about how Anthropologie created a single dream customer to give you an idea of just how powerful this exercise can be in the long run (they wrote this article in 2002 - and look at them now).

Name

First Name

Last Name

What is your Dream Client's name?

Where do they live - city, town, suburbs, elsewhere? In a house, loft, apt, country estate. etc?

What do they do for a living? What is yearly income?

What stores do they shop in (think locally too!)?

What are their favorite Instagram feeds?

What websites do they frequent?

What kinds of articles are they reading?

What is their style (clothing, hair, overall vibe)?

What words do their friends use to describe them?

What is most important to them in life?

What are they feeling before they contact you for your services? Hint: When they look at your work/services/product and decide to contact you, what is causing that?

What are they thinking before they buy from you? Hint: What specific thoughts are doing through their head to help them decide? And what concerns might they have in handing over their hard earned money to you?

What kinds of things keep them up at night? Hint: What problems do they have that hiring you might solve?

3. What is your Brand Promise?

Most people call this a Brand Mission. And I like that too. But I heard business guru Marcus Lemonis call it a Brand Promise and that struck me as more concrete and pointed way to think about it. It's what you will deliver to each customer. Pure and simple.

It's also a great exercise to do as you begin to create a memorable & meaningful tagline.

So how do we create a Brand Promise?

You must be able to deliver it to every customer or project, every time. If you cannot, then back to the drawing board.
It can be your tagline, or it can be an internal compass (not necessarily made public).
Make it 1 part inspirational and 2 parts realistic. Avoid too much "hand-wavy" sloppy generalist words like "we do it better." That has no meaning to anyone.
Don't use vague or generic language. Be very specific. Esp at first while you are starting to craft it.
Unlike a mission statement, be short and sweet. 1-3 sentences total.
Get the soul of the outcomes you produce for your customers, avoid language that describes features.

Examples of some successful and engaging Brand Promises:

Starbucks

To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Why this works: this is specific (cup, neighborhood), inspiring (doesn't even mention coffee, because we all know Starbucks is way more than a coffee shop anymore - it's a lifestyle), short, deliverable, and shows outcomes. Also - hard to see this working for any other company, so it's also unique. It's a winner. And it's an anchor that informs every decision they make from marketing, to what the barista says to design of the stores and way beyond.

NIKE

To bring inspiration and innovation to every athlete* in the world.

The asterisk is the brilliant part of this. The asterisk is "if you have a body, you are an athlete."

Why this works: they mention their customer specifically - anyone who is or WANTS TO BE an athlete. It's short on specifics, but mentions innovation which is unique in the athlete apparel world.

CreativeMornings

Everyone is creative. Everyone is welcome.

Why this works: Once you swing the door wide open and say "everyone is welcome" then that will guide all the decisions you make as an organization. It's about being inclusive, not exclusive.

16 Hoops

Two days of your time. 14 days to launch. Proud of your brand for years to come.

Why this works: You’re considering working with 16 Hoops for a reason — and I take that seriously. My mission is to help small businesses avoid the painful, drawn-out process that other agencies put people through — including the endless revisions and back-and-forth. 16 Hoops keeps it simple, clear, and outcome-focused — delivering a brand you’re proud of with minimal time and hassle.

Bentley's Pet Stuff

Shop Local. Feed Better. One of the most important ways we can show our pets how much we care is by feeding them all natural, nutrient-rich food that promotes lifelong health and longevity. We choose to only stand behind pet foods that are free of by-products, corn, wheat, soy & chemical preservatives.

Why this works: It's a little bit wordier, but this brand promise to their customers guides every product purchasing decision they make. When they look at a new brand of pet food or toy - they need to ask "does this contain by-products, corn, wheat, soy, or chemicals?" If the answer is yes, they can't buy it. If they answer is no, then they can consider it. Do you think this builds loyalty with Dream Client pet owner and guides all their messaging? You can count on it.

So now let's start to build yours.

Try this a few times. It takes time and lots of stabs, and it may evolve several times before we are done with your RoadMapping. No bad answers here!

You may want to first write these out on a separate sheet of paper and then enter your edits here. But don't edit too much! I want to see your attempts too. Sometimes our very first answer is the best one. Bonus if you text or email me an image of your chicken scratched up sheet too! Just for fun and 100% confidential. ;)

Name

First Name

Last Name

Who is your customer?

Use info from Dream Client work above.

What problems do your customers have?

How do you solve their problems?

How are you very different from competitors?

What is your greatest wish for every customer?

Just spit it out! We can work on the copy later.

Now put all these answers together in one long sentence.

Now distill the long answer into 1-2 inspiring sentences.

Oh my. That was hard.

But you did it! Well done. It will get easier and easier the more you think about this and write it down and say it out loud. This is called RoadMapping for a reason - it is indeed a journey. I'm glad we are on it together.

Feel free to email me any questions.

PS - if you want to see any of your answers, just let me know and I'll send them to you. See you next week.