name: Brand strategy
description: Build a comprehensive brand strategy, positioning framework, and communication guidelines for startups and products.
tagline: Define startup positioning and brand identity frameworks.
author: santa
creatorWallet: Fd983Npa5kCh1WohgZ4xJj95EUefGxwyBEfXHbBYhBZh
price: "$9.99"
priceUsdc: 9.99
whenToUse: Use this skill to run brand strategy workshops, define startup positioning, and align team communication around a shared brand identity.
license: MIT
category: strategy
tags: ["positioning", "brand-identity", "marketing", "copywriting"]
Brand Strategy
Define a distinct and cohesive brand identity system using structured exercises for purpose, positioning, voice, and archetypes.
Features
- Brand Purpose & Core Values: Exercise templates to identify the brand's core mission and operational principles.
- Archetype & Personality Profiling: Frameworks to choose archetypes (e.g., Creator, Outlaw) and map personality traits.
- Positioning & Messaging Matrix: Formulate positioning statements, taglines, narratives, and elevator pitches.
- Verbal Style Guidelines: Define communication dos/don'ts to standardize copy across channels.
Workflows
1. Run a Positioning Workshop
To clarify positioning and differentiate from competitors:
- Analyze Competitors: List 3-5 key competitors and map their primary messaging angles.
- Define target audience: Detail the Ideal Customer Profile (ICP) and their core paint point.
- Formulate the Positioning Statement:
For [target customer], who [statement of need/opportunity], [product/brand] is a [product category] that [compelling benefit/reason to buy]. Unlike [primary alternative], we [statement of primary differentiation].
2. Craft Taglines & Elevator Pitches
To condense the strategy into memorable copy:
- Gather Keywords: Extract 10 core words from your purpose and positioning exercises.
- Generate Options: Draft 20 tagline options using descriptive, emotional, or point-of-view frameworks.
- Apply the Billboard Test: Filter the options. Could someone understand your point of view if they drove past it at 60 mph?
- Draft the 30-Second Pitch:
[Problem] -> [Unique Mechanism] -> [Concrete Outcome]
Playbook Checklist
- [ ] Step 1: Discover & Align
- Document the brand purpose ("Why we exist beyond making money").
- Select 3 core operational values.
- [ ] Step 2: Brand Persona
- Select a primary and secondary brand archetype.
- Map 4 distinct personality adjectives.
- [ ] Step 3: Messaging Matrix
- Finalize the core positioning statement.
- Write 3 approved tagline options.
- [ ] Step 4: Style Guide
- Define "We sound like X, not Y" guidelines.
- Create a list of blacklisted industry jargon terms.