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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>
53 lines
1.5 KiB
Markdown
53 lines
1.5 KiB
Markdown
# Module 30 — Audience & Niche
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> **Frameworks:** Baker *The Business of Expertise* · Ideal Client Profile (ICP) ·
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> Pain / trigger / desired outcome lens
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>
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> **Goal:** Make the target audience concrete enough to brief a copywriter or run
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> a paid campaign — not a demographic sketch, but a psychographic and situational
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> portrait of the best client the brand wants more of.
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---
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## Raw
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<!-- Verbatim quotes and examples. -->
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### Who is the ideal client? (describe a specific person, not a segment)
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### What situation or trigger brings them to look for help?
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### What have they tried before and why did it fall short?
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### What does success look like to them? (in their words, not the brand's)
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### What do they fear or want to avoid?
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### Worst-fit clients (who the brand doesn't want to work with, and why)
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### Quotes or stories from real past clients that illustrate the ideal fit
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---
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## Synthesis
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### Ideal Client Profile (ICP)
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| Dimension | Description |
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|---|---|
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| Role / title | |
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| Organisation type & size | |
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| Trigger situation | |
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| Primary pain | |
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| Desired outcome | |
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| Budget signal | |
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| Red-flag / disqualifier | |
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### Psychographic portrait (2–3 sentences: how this person thinks, what they value, what they distrust)
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### Niche hypothesis (the smallest viable market the brand could credibly own)
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### Audience segments to test (if there is ambiguity about primary vs secondary ICP)
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### Open questions / threads for Module 20 positioning reconciliation
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