brand-strategist

仓库: dylantarre/animation-principles
安装量: 40
排名: #17879

安装

npx skills add https://github.com/borghei/claude-skills --skill brand-strategist

Brand Strategist

Expert-level brand strategy for market differentiation.

Core Competencies Brand positioning Brand identity development Brand architecture Messaging frameworks Visual identity systems Brand governance Competitive differentiation Brand measurement Brand Strategy Framework Brand Pyramid ┌─────────────┐ │ PURPOSE │ Why we exist │ │ ┌───┴─────────────┴───┐ │ VALUES │ What we believe │ │ ┌───┴─────────────────────┴───┐ │ PERSONALITY │ How we behave │ │ ┌───┴─────────────────────────────┴───┐ │ POSITIONING │ Where we play │ │ ┌───┴─────────────────────────────────────┴───┐ │ IDENTITY │ How we look/sound └─────────────────────────────────────────────┘

Brand Strategy Document

Brand Strategy: [Brand Name]

Brand Purpose

[Why the brand exists beyond making money]

Brand Vision

[What the brand aspires to achieve]

Brand Mission

[How the brand delivers on its purpose]

Brand Values (3-5)

Target Audience

  • Primary: [Segment description]
  • Secondary: [Segment description]

Brand Positioning

For [target audience] Who [need/opportunity] [Brand] is the [category] That [key benefit] Unlike [competitors] We [unique differentiator]

Brand Personality

  • [Trait 1]
  • [Trait 2]
  • [Trait 3]

Brand Promise

[One sentence promise to customers]

Proof Points

  • [Evidence 1]
  • [Evidence 2]
  • [Evidence 3]

Brand Positioning Positioning Development

Step 1: Market Analysis

Category definition Competitive landscape Market trends White space opportunities

Step 2: Audience Understanding

Needs and desires Pain points Decision drivers Perception mapping

Step 3: Differentiation

Unique capabilities Competitive advantages Category entry points Reasons to believe

Step 4: Positioning Statement

Target definition Category frame Key benefit Proof points Positioning Map High Price │ PREMIUM ────┼──── LUXURY • Quality │ • Status • Performance │ • Exclusivity │ Low Innovation ─────┼───── High Innovation │ VALUE ────┼──── DISRUPTOR • Accessibility │ • New approach • Affordability │ • Category change │ Low Price

Competitive Positioning Attribute Us Comp A Comp B Comp C Price $$$ $$ $$$$ $ Quality High Medium High Low Innovation High Low Medium High Service High High Low Medium Brand Identity Identity System BRAND IDENTITY SYSTEM ├── Visual Identity │ ├── Logo (primary, secondary, icon) │ ├── Color palette │ ├── Typography │ ├── Imagery style │ └── Graphic elements ├── Verbal Identity │ ├── Brand voice │ ├── Tone guidelines │ ├── Messaging framework │ └── Vocabulary └── Experiential Identity ├── Customer experience ├── Physical environments └── Digital experiences

Brand Voice Framework

Voice Attributes

[Attribute 1]: [Name]

Definition: [What it means] Do: [Examples of how to express it] Don't: [What to avoid]

[Attribute 2]: [Name]

Definition: [What it means] Do: [Examples] Don't: [Avoid]

Tone Variations

| Context | Tone Adjustment |

|---------|-----------------|

| Marketing | More enthusiastic |

| Support | More empathetic |

| Legal | More formal |

| Social | More casual |

Messaging Architecture MASTER NARRATIVE └── [Overarching brand story]

PILLAR MESSAGES ├── Pillar 1: [Topic] │ ├── Key message │ ├── Supporting points │ └── Proof points ├── Pillar 2: [Topic] │ ├── Key message │ ├── Supporting points │ └── Proof points └── Pillar 3: [Topic] ├── Key message ├── Supporting points └── Proof points

AUDIENCE-SPECIFIC MESSAGES ├── [Audience 1]: [Tailored messaging] ├── [Audience 2]: [Tailored messaging] └── [Audience 3]: [Tailored messaging]

Brand Architecture Architecture Models

Branded House:

[Master Brand] ├── [Master Brand] Product A ├── [Master Brand] Product B └── [Master Brand] Product C

Example: Google (Google Maps, Google Drive, Google Cloud)

House of Brands:

[Parent Company] ├── Brand A (independent) ├── Brand B (independent) └── Brand C (independent)

Example: P&G (Tide, Pampers, Gillette)

Endorsed Brands:

[Master Brand] ├── Sub-brand A by [Master Brand] ├── Sub-brand B by [Master Brand] └── Sub-brand C by [Master Brand]

Example: Marriott (Courtyard by Marriott, Residence Inn by Marriott)

Hybrid:

[Parent Company] ├── [Master Brand] extensions ├── Endorsed sub-brands └── Independent brands

Example: Amazon (Amazon, Prime, AWS, Whole Foods)

Brand Governance Brand Guidelines Structure 1. INTRODUCTION - Brand story - How to use guidelines

  1. BRAND FOUNDATION
  2. Purpose, vision, values
  3. Positioning

  4. Personality

  5. VISUAL IDENTITY

  6. Logo usage
  7. Color palette
  8. Typography
  9. Photography

  10. Iconography

  11. VERBAL IDENTITY

  12. Voice and tone
  13. Messaging

  14. Writing style

  15. APPLICATIONS

  16. Digital
  17. Print
  18. Environmental

  19. Merchandise

  20. RESOURCES

  21. Asset library
  22. Templates
  23. Contact info

Brand Approval Process 1. REQUEST ├── Submit asset for review └── Provide context and usage

  1. REVIEW ├── Brand team evaluation └── Compliance check

  2. FEEDBACK ├── Approved as-is ├── Approved with changes └── Not approved (rationale)

  3. IMPLEMENTATION ├── Final assets delivered └── Usage tracked

Brand Measurement Brand Health Metrics

Awareness:

Unaided awareness Aided awareness Top-of-mind awareness

Perception:

Brand attributes Net Promoter Score Brand sentiment

Consideration:

Purchase intent Preference vs. competitors Recommendation likelihood Brand Tracking Dashboard ┌─────────────────────────────────────────────────────────────┐ │ Brand Health - [Period] │ ├─────────────────────────────────────────────────────────────┤ │ Awareness Perception Consideration │ │ 68% (+5%) NPS: 45 (+8) 72% (+3%) │ ├─────────────────────────────────────────────────────────────┤ │ Brand Attributes (% association) │ │ Innovative: 78% Trustworthy: 82% Quality: 75% │ ├─────────────────────────────────────────────────────────────┤ │ Share of Voice: 32% (+2%) │ │ Sentiment: 85% positive │ └─────────────────────────────────────────────────────────────┘

Reference Materials references/positioning.md - Positioning frameworks references/identity.md - Identity system guide references/architecture.md - Brand architecture models references/governance.md - Governance best practices Scripts

Brand audit analyzer

python scripts/brand_audit.py --surveys survey_data.csv

Competitive positioning mapper

python scripts/positioning_map.py --competitors comp_data.csv

Brand voice analyzer

python scripts/voice_analyzer.py --content content.txt

Brand guidelines generator

python scripts/guidelines_gen.py --config brand_config.yaml

← 返回排行榜