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Adds four community skills covering brand identity discovery and a three-skill competitive benchmarking pipeline. **brand-discovery** — Adaptive multi-session brand identity interview spanning 8 modules (purpose, positioning, audience, personality, voice, narrative, founder-brand tension, synthesis). Uses laddering, 5 Whys, and projective techniques. State persisted to disk via state.json so sessions resume across conversations without losing elicited knowledge. Frameworks: Sinek, Dunford, Baker, Enns, Kapferer, Aaker, Neumeier, Mark & Pearson, Lencioni. Includes 8 module output templates in references/. **competitive-platform-analysis** — Scopes and tiers a competitor set before benchmarking begins. Categorizes candidates along 8 generic creative-industry axes (positioning stance, specialization, size/model, engagement format, distinctiveness posture, evidence model, brand strength, market/reach) into Direct / Adjacent / Aspirational tiers. Includes a pre-filter scoring matrix. First step in the pipeline. **benchmark-methodology** — Scores each competitor across 9 weighted dimensions (positioning 18%, brand voice 15%, visual craft 15%, offer packaging 12%, evidence 12%, enterprise-readiness 10%, thought leadership 8%, pricing 5%, client's strategic tension 5%) with explicit 1–5 rubrics and bias controls. Produces one profile card per competitor. **competitive-report-structure** — Assembles scored cards into a decision-grade report: executive summary, landscape map, competitor tiers, heatmap matrix, deep dives, white-space and threats, strategic recommendations, sources appendix. brand-discovery complements brand-voice (ECC): brand-voice extracts a style profile from existing source material; brand-discovery elicits identity from scratch through structured interviews when no prior material exists. A competitive set scoped without the client's positioning brief is noise, not intelligence — each skill enforces this by requiring the brief before proceeding. The 9-dimension scoring framework deliberately reports the client's strategic tension as two separate poles (never averaged) because the gap between them is the strategic finding. Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
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Module 30 — Audience & Niche
Frameworks: Baker The Business of Expertise · Ideal Client Profile (ICP) · Pain / trigger / desired outcome lens
Goal: Make the target audience concrete enough to brief a copywriter or run a paid campaign — not a demographic sketch, but a psychographic and situational portrait of the best client the brand wants more of.
Raw
Who is the ideal client? (describe a specific person, not a segment)
What situation or trigger brings them to look for help?
What have they tried before and why did it fall short?
What does success look like to them? (in their words, not the brand's)
What do they fear or want to avoid?
Worst-fit clients (who the brand doesn't want to work with, and why)
Quotes or stories from real past clients that illustrate the ideal fit
Synthesis
Ideal Client Profile (ICP)
| Dimension | Description |
|---|---|
| Role / title | |
| Organisation type & size | |
| Trigger situation | |
| Primary pain | |
| Desired outcome | |
| Budget signal | |
| Red-flag / disqualifier |