Skill: 1kalin/afrexai-brand-strategy (version 1.0.0)

# Brand Strategy Engine Complete brand building and go-to-market system — from identity foundations through positioning, messaging, visual systems, and launch execution. Works for solopreneurs, startups, and established businesses rebranding. --- ## Phase 1: Brand Discovery & Foundations Strategy before aesthetics. Every visual decision flows from these answers. ### 1.1 Brand Purpose Statement Answer in one sentence: **Why does this business exist beyond revenue?** Template: "We exist to [verb] [audience] by [method] so they can [outcome]." Examples: - "We exist to arm solo consultants with enterprise-grade tools so they can compete with agencies." - "We exist to simplify legal compliance for startups so founders can focus on building." **Test:** If you removed your company, would anyone notice? The answer reveals your true purpose. ### 1.2 Brand Values (Pick Exactly 3) More than 3 = forgettable. Fewer = too vague. Each value needs a **behavior** — what it looks like in practice. ```yaml brand_values: - value: "Radical Clarity" behavior: "We never use jargon. Every email, doc, and UI element passes the 'would my mom understand this?' test." anti_pattern: "Hiding behind buzzwords or complexity" - value: "Speed Over Perfection" behavior: "We ship MVPs in days, not months. We'd rather fix live than polish in private." anti_pattern: "Endless planning cycles, waiting for 'ready'" - value: "Skin in the Game" behavior: "We use our own products daily. Our pricing has a money-back guarantee." anti_pattern: "Recommending things we wouldn't buy ourselves" ``` ### 1.3 Brand Personality (The Archetype Method) Pick ONE primary archetype + ONE secondary flavor: | Archetype | Core Drive | Voice Tone | Best For | |-----------|-----------|------------|----------| | **Sage** | Knowledge, truth | Authoritative, measured | Consulting, education, analytics | | **Creator** | Innovation, vision | Inspiring, unconventional | Design, tech, creative agencies | | **Hero** | Mastery, achievement | Bold, confident, direct | Fitness, coaching, enterprise tools | | **Explorer** | Freedom, discovery | Adventurous, curious | Travel, startup tools, research | | **Rebel** | Revolution, disruption | Provocative, irreverent | Challenger brands, indie products | | **Caregiver** | Service, protection | Warm, reassuring | Healthcare, insurance, support | | **Ruler** | Control, stability | Premium, authoritative | Finance, luxury, enterprise | | **Everyman** | Belonging, honesty | Friendly, down-to-earth | Community tools, consumer products | | **Magician** | Transformation | Visionary, mystical | AI, wellness, life coaching | | **Jester** | Joy, humor | Witty, playful | Consumer apps, food, entertainment | | **Lover** | Intimacy, experience | Sensual, emotional | Fashion, beauty, hospitality | | **Innocent** | Simplicity, optimism | Clean, hopeful | Wellness, kids, organic products | **Output format:** ```yaml brand_personality: primary: "Rebel" secondary: "Sage" summary: "We challenge the status quo with data to back it up. Think punk rock meets MIT." we_are: ["bold", "evidence-driven", "unapologetic", "sharp"] we_are_not: ["corporate", "safe", "fluffy", "slow"] ``` ### 1.4 Competitive Landscape Map Before positioning, know the territory: ```yaml competitive_map: category: "[Your market category]" competitors: - name: "[Competitor A]" positioning: "[How they position themselves]" strengths: ["...", "..."] weaknesses: ["...", "..."] price_tier: "premium|mid|budget" brand_vibe: "[1-3 words]" - name: "[Competitor B]" # ... white_space: "[Where NO competitor plays — this is your opportunity]" category_conventions: "[What everyone in this space does — colors, language, promises]" our_contrarian_angle: "[How we'll deliberately break conventions]" ``` --- ## Phase 2: Positioning & Messaging ### 2.1 Positioning Statement (April Dunford Method) Fill in each element, then combine: ```yaml positioning: competitive_alternatives: "[What would customers use if you didn't exist?]" unique_capabilities: "[What you do that alternatives can't]" enabled_value: "[The measurable benefit those capabilities create]" best_fit_customers: "[Who cares MOST about that value — be specific]" market_category: "[The frame of reference that makes your value obvious]" ``` **Combined statement:** "For [best_fit_customers] who [pain point], [Brand] is the [market_category] that [unique_capabilities]. Unlike [competitive_alternatives], we [enabled_value]." **Positioning test — answer YES to all:** - [ ] Can a 12-year-old understand what you do from this? - [ ] Does it make clear who this is NOT for? - [ ] Would a competitor cringe reading it? (If not, it's too generic) - [ ] Does it contain a falsifiable claim, not just adjectives? ### 2.2 Messaging Architecture Three layers — never mix them: **Layer 1: Strategic Narrative (The Big Idea)** - One paragraph that frames the world as changing, positions you as the guide - Pattern: "The old way of [X] is broken because [shift]. Companies that [Y] are winning. [Brand] gives you [Z]." - Used in: About page, pitch deck, keynote openings **Layer 2: Value Propositions (3 Pillars)** ```yaml value_propositions: - pillar: "[Pillar Name]" headline: "[Benefit-driven, 8 words max]" subhead: "[How it works, 1 sentence]" proof: "[Specific stat, case study, or demo]" objection_it_handles: "[What skeptics say, and how this answers it]" - pillar: "..." - pillar: "..." ``` **Layer 3: Proof Points** For each value prop, stack evidence: - Customer quote (with name + company + result) - Metric ("43% faster onboarding") - Third-party validation (award, press mention, certification) - Demo/screenshot showing it in action ### 2.3 Ideal Customer Profile (ICP) ```yaml icp: demographics: company_size: "[range]" industry: ["...", "..."] revenue_range: "[range]" geography: ["..."] tech_stack: ["..."] # if relevant psychographics: biggest_pain: "[The thing that keeps them up at night]" current_workaround: "[How they solve it today — badly]" buying_trigger: "[What event makes them search for a solution?]" decision_maker: "[Title + what they care about]" influencer: "[Who researches options before the DM sees them]" budget_holder: "[Who signs the check]" anti_signals: # who NOT to target - "[Red flag 1 — e.g., 'wants custom everything']" - "[Red flag 2 — e.g., 'decision cycle > 6 months']" - "[Red flag 3 — e.g., 'budget under $X']" buying_journey: awareness: "[Where they first discover solutions — channels, searches]" consideration: "[What they compare — features, pricing, reviews]" decision: "[What tips them over — demo, trial, social proof, champion]" ``` ### 2.4 Tagline & Elevator Pitch **Tagline formulas (pick one, refine):** 1. **Verb + Outcome:** "Ship faster. Break nothing." 2. **Contrast:** "Enterprise power. Startup speed." 3. **Challenge:** "Stop guessing. Start knowing." 4. **Promise:** "From pipeline to paycheck in 14 days." 5. **Identity:** "Built for builders." **Tagline quality checklist:** - [ ] ≤6 words - [ ] No jargon or buzzwords - [ ] Works without context (on a billboard) - [ ] Implies a benefit, not a feature - [ ] Memorable — has rhythm, alliteration, or contrast **Elevator Pitch (30-second):** "You know how [target audience] struggles with [problem]? We built [Product] which [solution]. Unlike [alternative], we [key differentiator]. [Customer] used it to [specific result]." --- ## Phase 3: Brand Voice & Tone ### 3.1 Voice Guidelines Voice is constant. Tone adapts to context. ```yaml brand_voice: voice_in_3_words: ["direct", "warm", "sharp"] writing_rules: - "Short sentences. Max 20 words unless making a complex point." - "Active voice always. 'We built X' not 'X was built by us.'" - "Contractions: yes. 'We're' not 'We are.'" - "First person plural ('we') for company, 'you' for customer." - "No hedge words: 'very', 'quite', 'somewhat', 'a bit.'" - "Specific > vague. '$40K saved' not 'significant savings.'" - "One idea per paragraph. If you need a semicolon, make two sentences." vocabulary: use: ["ship", "build", "real", "prove", "earn", "move", "own"] avoid: ["leverage", "synergy", "streamline", "cutting-edge", "revolutionize", "ecosystem", "holistic"] tone_spectrum: celebration: "Bold, high-energy. Short punchy sentences. Exclamation marks OK (max 1 per paragraph)." education: "Clear, patient, structured. Use examples liberally. No condescension." error_state: "Honest, calm, action-oriented. Say what happened, what we're doing, when it'll be fixed." sales: "Confident, proof-heavy. Lead with outcomes, not features. Never desperate." support: "Warm, specific, fast. Mirror the customer's urgency level." ``` ### 3.2 Channel-Specific Adaptations | Channel | Tone Shift | Formatting | Length | |---------|-----------|------------|--------| | Website copy | Benefit-led, scannable | H2s, bullets, social proof | 50-100 words/section | | Email (marketing) | Conversational, CTA-focused | Short paragraphs, 1 CTA | 150-300 words | | Email (support) | Warm, solution-focused | Steps numbered, links inline | As short as possible | | Social (LinkedIn) | Professional, insight-led | Hook → Story → CTA | 150-300 words | | Social (Twitter/X) | Sharp, pithy, opinionated | Thread for depth, single for hooks | 280 chars or 5-8 tweet thread | | Blog/Content | Educational, comprehensive | H2/H3 structure, examples | 1500-2500 words | | Sales deck | Confident, customer-centric | Visuals > text, 6 words/slide | 10-15 slides | | Product UI | Minimal, action-oriented | Verb-first buttons, no jargon | 3-8 words | ### 3.3 Brand Voice Scorecard Rate any piece of content 1-5 on each dimension: | Dimension | 1 (Off-brand) | 5 (On-brand) | Weight | |-----------|--------------|--------------|--------| | Clarity | Jargon-heavy, confusing | Crystal clear, instant understanding | 25% | | Personality | Generic, could be anyone | Unmistakably us | 20% | | Specificity | Vague claims, adjective-heavy | Numbers, examples, proof | 20% | | Action | Passive, informational | Drives clear next step | 15% | | Consistency | Contradicts other brand comms | Reinforces brand story | 10% | | Audience-fit | Wrong level, wrong concerns | Speaks directly to ICP | 10% | **Score:** <60 = rewrite. 60-79 = revise. 80+ = publish. --- ## Phase 4: Visual Identity System ### 4.1 Color Palette **Primary (2 colors):** ```yaml colors: primary: main: "#[hex]" # Dominant brand color — used in logo, CTAs, headers accent: "#[hex]" # Secondary emphasis — used in highlights, hover states neutral: dark: "#[hex]" # Text, headings (near-black, never pure #000) medium: "#[hex]" # Secondary text, borders light: "#[hex]" # Backgrounds, cards white: "#[hex]" # Page background (often #FAFAFA, not pure white) semantic: success: "#[hex]" warning: "#[hex]" error: "#[hex]" info: "#[hex]" ``` **Color psychology quick guide:** - Blue = trust, stability (finance, enterprise, healthcare) - Green = growth, health (sustainability, wellness, finance) - Red/Orange = energy, urgency (food, entertainment, sales) - Purple = premium, creative (luxury, education, design) - Yellow = optimism, attention (consumer, youth, caution) - Black = premium, power (luxury, tech, fashion) - Teal = modern, approachable (SaaS, fintech) **Ratio rule:** 60% neutral / 30% primary / 10% accent ### 4.2 Typography ```yaml typography: heading: family: "[Font name]" weights: ["Bold (700)", "Semibold (600)"] style: "serif|sans-serif|display" body: family: "[Font name]" weights: ["Regular (400)", "Medium (500)"] style: "sans-serif" size_base: "16px" line_height: "1.6" mono: # for code/technical content family: "[Font name]" pairing_rationale: "[Why these fonts work together]" ``` **Safe pairings:** - Modern SaaS: Inter + Inter (single font system) - Premium: Playfair Display + Source Sans Pro - Technical: Space Grotesk + IBM Plex Sans - Friendly: DM Sans + DM Sans - Editorial: Lora + Open Sans ### 4.3 Logo Direction Brief If working with a designer, provide this: ```yaml logo_brief: type: "wordmark|lettermark|icon+wordmark|abstract|mascot" must_convey: ["[feeling 1]", "[feeling 2]", "[feeling 3]"] avoid: ["[cliche 1]", "[cliche 2]"] usage_contexts: ["favicon", "social avatar", "email signature", "merchandise"] competitors_look_like: "[Describe what's common in the space]" we_want_to_feel: "[Different how?]" min_size: "Must be legible at 32x32px (favicon)" variations_needed: ["full color", "single color", "reversed (white)", "icon only"] ``` ### 4.4 Imagery & Photography Style ```yaml imagery: style: "photography|illustration|3D|abstract|mixed" mood: "[2-3 adjective description — e.g., 'bright, candid, energetic']" subjects: ["real people working", "product screenshots", "abstract patterns"] avoid: ["stock photo handshakes", "generic office scenes", "clip art"] filters: "[Any consistent treatment — e.g., 'slight warm tint, high contrast']" aspect_ratios: hero: "16:9" social: "1:1" blog: "2:1" ``` --- ## Phase 5: Go-to-Market Strategy ### 5.1 GTM Motion Selection | Motion | Best When | Resources Needed | Time to Revenue | |--------|----------|-----------------|-----------------| | **Product-led (PLG)** | Low price, self-serve, viral potential | Engineering-heavy, analytics | 3-6 months | | **Sales-led** | High ACV ($10K+), complex solution | Sales team, collateral | 1-3 months | | **Community-led** | Developer tools, niche markets | Content, community management | 6-12 months | | **Content-led** | Education market, long buying cycles | Writing, SEO, distribution | 6-12 months | | **Partner-led** | Established ecosystem, integrations | Partnerships, co-marketing | 3-9 months | **Decision framework:** - ACV < $1K → PLG or Content-led - ACV $1K-$10K → PLG + Sales assist - ACV $10K-$50K → Sales-led + Content - ACV $50K+ → Sales-led + Partner ### 5.2 Launch Playbook **Pre-launch (T-30 to T-0):** ```yaml pre_launch: week_4: - "Finalize positioning & messaging (Phase 2)" - "Set up analytics (website, product, marketing)" - "Create launch landing page with waitlist/early access" week_3: - "Draft all launch content (blog, email, social)" - "Brief sales team on positioning + battlecards" - "Set up CRM pipeline stages for launch leads" week_2: - "Seed content to early community (beta users, advisors)" - "Prepare PR/media list if relevant" - "Test all funnels end-to-end (landing → signup → onboarding → payment)" week_1: - "Final content review (voice scorecard — all pieces score 80+)" - "Load email sequences" - "Prepare real-time monitoring dashboard" - "Write the 'things went wrong' playbook (site down, negative feedback, etc.)" ``` **Launch day checklist:** - [ ] Publish landing page / make product public - [ ] Send email to waitlist / existing customers - [ ] Post to primary social channels (stagger by 2 hours) - [ ] Submit to relevant directories (Product Hunt, HN, industry-specific) - [ ] Monitor: traffic, signups, errors, social mentions (every 30 min) - [ ] Respond to every comment/question within 1 hour - [ ] End-of-day: metrics snapshot + lessons learned **Post-launch (T+1 to T+30):** - Day 1-3: Respond to all feedback, fix critical issues - Day 4-7: First customer stories / testimonials - Day 8-14: Analyze funnel — where are people dropping? - Day 15-30: Iterate messaging based on what resonated ### 5.3 Channel Strategy For each channel, define: ```yaml channels: - name: "[Channel name]" purpose: "awareness|consideration|conversion|retention" target_audience: "[Specific segment]" content_types: ["...", "..."] posting_cadence: "[frequency]" kpi: "[Primary metric]" target: "[Specific number by when]" budget: "[$/month or time investment]" owner: "[Who manages this]" ``` ### 5.4 Sales Battlecard ```yaml battlecard: competitor: "[Name]" their_pitch: "[How they describe themselves]" their_strengths: ["...", "..."] their_weaknesses: ["...", "..."] landmine_questions: # Questions that expose their weakness - "[Question that makes prospect think about competitor's gap]" - "..." our_counter: when_they_say: "[Competitor claim]" we_say: "[Our response — specific, proof-backed]" win_themes: ["...", "..."] loss_reasons: ["...", "..."] trap_to_avoid: "[What NOT to say when this competitor comes up]" ``` --- ## Phase 6: Brand Measurement & Evolution ### 6.1 Brand Health Dashboard Track monthly: | Metric | How to Measure | Benchmark | |--------|---------------|-----------| | **Aided awareness** | Survey: "Have you heard of [Brand]?" | Track trend | | **Share of voice** | Brand mentions vs competitors (social, search) | Growing | | **Brand sentiment** | % positive/neutral/negative mentions | >70% positive | | **NPS** | "How likely to recommend?" (0-10) | >40 | | **Direct traffic** | People typing your URL | Growing MoM | | **Branded search** | "[Brand name]" Google searches | Growing MoM | | **Repeat purchase rate** | Returning customers / total customers | >30% | | **Content engagement** | Avg time on page, shares, saves | Improving | ### 6.2 Brand Audit (Quarterly) Run this checklist every quarter: **Consistency check:** - [ ] All customer-facing channels use current logo, colors, fonts - [ ] Website copy matches current positioning statement - [ ] Sales materials match current messaging architecture - [ ] Social profiles have consistent bios, links, imagery - [ ] Email templates use current brand voice **Effectiveness check:** - [ ] Voice scorecard: score 5 recent content pieces — average 80+? - [ ] Review last quarter's campaigns — which messaging resonated most? - [ ] Read 10 recent customer reviews — do they echo our intended positioning? - [ ] Mystery shop: visit our own site fresh — is the value prop clear in 5 seconds? **Evolution signals:** - [ ] Market has shifted — new competitors, new category, new buyer expectations - [ ] Product has expanded — brand no longer covers what we actually do - [ ] Audience has changed — attracting different customers than ICP - [ ] Values feel hollow — things we say we value but don't practice ### 6.3 Rebrand Decision Framework **Don't rebrand when:** - You're bored of your own brand (customers aren't) - A competitor changed their brand - Revenue is flat (brand probably isn't the problem) - New leadership just "wants their stamp" **Do rebrand when:** - Brand actively confuses people about what you do - Product pivot makes current positioning misleading - Merger/acquisition requires unified identity - Negative brand associations that can't be overcome with marketing - Outgrew the original brand (started as SMB tool, now enterprise) **Rebrand scope options:** 1. **Refresh** (low risk): Update colors, fonts, imagery. Keep name + positioning. 2. **Reposition** (medium risk): Same name, new messaging + visual system. 3. **Rename** (high risk): New name, new everything. Only when absolutely necessary. --- ## Edge Cases & Advanced Patterns ### Multi-Brand Architecture If you manage multiple products/brands: | Strategy | When | Example | |----------|------|---------| | **Branded House** | Products share master brand | Google Maps, Google Drive | | **House of Brands** | Products have distinct identities | P&G → Tide, Gillette, Pampers | | **Endorsed** | Sub-brands with parent endorsement | Marriott → Courtyard by Marriott | | **Hybrid** | Mix based on product type | Apple (branded house) + Beats (endorsed) | ### Personal Brand vs Company Brand When founder IS the brand: - Company brand: what you build (can be sold) - Personal brand: who you are (can't be sold) - Build both, but ensure the company can survive without the founder's face - Use personal brand to drive attention → funnel to company brand for conversion ### International Brand Adaptation Before entering new markets: - [ ] Name check: Does it mean something offensive in local language? - [ ] Color audit: Color meanings vary by culture (white = death in some Asian cultures) - [ ] Voice localization: Translate voice guidelines, not just words - [ ] Local proof points: Global stats don't resonate — find local references - [ ] Legal: Trademark search in target jurisdiction ### Brand Crisis Playbook **Severity 1 (Minor — negative review, social complaint):** - Respond publicly within 2 hours - Acknowledge, don't defend - Take the conversation private to resolve **Severity 2 (Moderate — trending criticism, competitor attack):** - Internal alignment on response within 1 hour - Transparent public statement - Monitor for 48 hours, respond to follow-ups **Severity 3 (Major — data breach, product failure, public scandal):** - CEO/founder response within 4 hours - Accept responsibility + specific remediation plan - Regular updates until resolved - Post-incident: what we changed (not just what we're sorry about) --- ## Quick Reference: Natural Language Commands | Command | What It Does | |---------|-------------| | "Build my brand identity" | Full Phase 1-4 walkthrough | | "Write my positioning" | Phase 2.1 Dunford method | | "Create messaging for [product]" | Phase 2.2 full messaging architecture | | "Define my ICP" | Phase 2.3 customer profile | | "Write brand voice guidelines" | Phase 3.1 complete voice system | | "Plan my GTM" | Phase 5 go-to-market strategy | | "Create a battlecard for [competitor]" | Phase 5.4 sales battlecard | | "Audit my brand" | Phase 6.2 quarterly checklist | | "Score this content" | Phase 3.3 voice scorecard | | "Should we rebrand?" | Phase 6.3 decision framework | | "Launch plan for [product]" | Phase 5.2 full playbook | | "Adapt brand for [market]" | International adaptation checklist |


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