# Brand strategy

> Build a comprehensive brand strategy, positioning framework, and communication guidelines for startups and products.

- Skill: `krlan/brand-strategy` (Agent Skill)
- Install (CLI): `npx skillmds@latest add krlan/brand-strategy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/krlan/brand-strategy/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: MIT
- Author: krlan (https://skillmd.com/u/krlan)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/krlan/brand-strategy

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# 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:
1. **Analyze Competitors**: List 3-5 key competitors and map their primary messaging angles.
2. **Define target audience**: Detail the Ideal Customer Profile (ICP) and their core paint point.
3. **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:
1. **Gather Keywords**: Extract 10 core words from your purpose and positioning exercises.
2. **Generate Options**: Draft 20 tagline options using descriptive, emotional, or point-of-view frameworks.
3. **Apply the Billboard Test**: Filter the options. Could someone understand your point of view if they drove past it at 60 mph?
4. **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.