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