The document outlines 17 checkpoints for designing a brand called a "Zag". The checkpoints focus on defining key elements of the brand including differentiation, communication, focus, and trend. Some of the checkpoints include defining the brand's purpose and vision, identifying trends to capitalize on, determining what makes the brand uniquely different, crafting explanations of the brand through a "trueline" and tagline, and aligning all communications to spread the brand's message. The overall goal of the checkpoints is to help create a strongly differentiated and focused brand identity.

1. Designing Your Zag 17 checkpoints used in the Zag design process 4 key elements: Differentiation Communication Focus Trend

2. Checkpoint 1: Who Are You? Write your obituary… Who are you? What gets you up in the morning? Where does your passion lie? Where do you have the most experience? Where do you have to most credibility? 1 who are you?

3. Checkpoint 2: What Do You Do? Find a core purpose. It shows who you are and why you’re doing what you’re doing. It should go beyond your product or service and explain why your company exists. Your core purpose should never change. It should be 12 words or less. 2 what do you do?

4. Checkpoint 3: What’s Your Vision? Find your company’s vision. Visions are concrete and designed to lead and empower. It illustrates the future that comes from the shared purpose and passion of the company’s people. Paint a vivid picture of your future Go back and refine it further Test it on a real piece of communication (eg. brochure, script, speech) Use it repeatedly to illustrate the direction of your business 3 what’s your vision?

5. Checkpoint 4: What Wave Are You Riding? What trends can you ride? Find out the trends that power your business. Make a list of trends that can power your success. Build trend power by riding more than one trend at a time. 4 what wave are you riding?

6. Checkpoint 5: Who Shares the Brandscape? Find out who else competes in your category and how those companies rank in the minds of customers. Find out how your brand ranks with customers Or, become the first mover in a new category Design a strategy to become number one or two 5 who shares the brandscape? first mover + popularity = leadership

7. Checkpoint 6: What Makes You the “Only”? Do you have “onliness”? What makes your brand different and compelling? Fill-in-the-blank tests: Our _______ is the only _______ that _______. What: (category) How: (point of differentiation) Who: (segment the audience) Where: (market geography) Why: (state of need) When: (define underlying trend) 6 what makes you the “only”?

8. Checkpoint 7: What Should You Add or Subtract? Alignment is best served by extreme focus and discipline. Link your business strategy to your customer experience and make no contradictions. “ The Sacrifice Game” Teams of participants start with a well-known brand Decide what makes it different and desirable Prune back the brand to its core meaning Remove unaligned elements Suggest new elements that might increase focus of the brand ZAG! 7 what should you add or subtract?

9. Checkpoint 8: Who Loves You? Every brand is built by a community. It is part of an ecosystem in which each participant contributes and each participant benefits. Decide who makes up your community Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit 8 who loves you?

10. Checkpoint 9: Who’s the Enemy? Pick a fight with your biggest competitor because it puts the RADICAL in radical differentiation. Tell your customers what you’re not, in no uncertain terms. 9 who’s the enemy?

11. Checkpoint 10: What Do They Call You? The most valuable asset of a brand is its name. 10 what do they call you? Choose a name that’s different, brief, and appropriate Is your name helping or hurting the brand? Determine how easy or difficult it will be to legally define Is it suitable for brandplay? Does it have creative “legs”? Find out if the name can be used as a URL If it’s too late to change it, is there a way to work around it? Make sure it’s easy to spell and pronounce If it’s hurting, is here an opportunity to change it? Good name requirements Questions to ask

12. Checkpoint 11: How Do You Explain Yourself? Craft a trueline: the one thing you can say about your brand based on your onliness statement. must be something your competitors can’t claim something your customers find valuable and credible tells why your brand is compelling avoid any commas or “ands” one proposition per brand Turn your trueline into a tagline to use with customers. 11 how do you explain yourself?

13. Checkpoint 12: How Do You Spread the Word? Make sure you align all communications with your Zag. Only compete at touch points where you can win. 12 how do you spread the word? Unpack the meaning of your name, trueline, and tagline Deploy it across a series of touch points where customers come into contact with brand Customers become true believers then brand advocates Brand advocates spread the word about your product to others