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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>
62 lines
1.7 KiB
Markdown
62 lines
1.7 KiB
Markdown
# Module 50 — Voice & Tone
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> **Frameworks:** Brand voice spectrum (formal ↔ casual, serious ↔ playful,
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> distant ↔ warm, conventional ↔ irreverent) · Content-type tone matrix
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>
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> **Goal:** Codify the brand's verbal register precisely enough that two different
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> writers produce copy that sounds like the same person. Voice is constant;
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> tone shifts by context (home page vs. error message vs. proposal cover).
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---
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## Raw
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<!-- Verbatim quotes and examples from the interview.
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Collect actual copy samples the founder likes or hates. -->
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### Copy the founder admires (from their own brand or others) — include the source
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### Copy the founder dislikes or finds "wrong register" — what specifically is wrong?
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### Words or phrases the brand uses all the time (even informally)
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### Words or phrases the brand actively avoids
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### How should the brand sound on: a sales page? an error message? a proposal?
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### "We always…" / "We never…" statements about how the brand communicates
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---
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## Synthesis
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### Voice spectrum (mark the brand's position on each axis)
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| Axis | 1 | 2 | 3 | 4 | 5 | Notes |
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|---|---|---|---|---|---|---|
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| Formal ←→ Casual | | | | | | |
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| Serious ←→ Playful | | | | | | |
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| Distant ←→ Warm | | | | | | |
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| Conventional ←→ Irreverent | | | | | | |
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| Minimal ←→ Expressive | | | | | | |
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### Voice statement (one paragraph a writer can internalise)
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### Tone matrix by content type
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| Content type | Tone shift | Example phrase |
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|---|---|---|
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| Homepage headline | | |
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| Case study / evidence | | |
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| Proposal / commercial | | |
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| Error / apology | | |
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| Social / informal | | |
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### The three things to check every draft against
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1.
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2.
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3.
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### Open questions / tensions with Module 40 Personality
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