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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>
1.5 KiB
1.5 KiB
Module 70 — Founder Brand vs Organisation Brand
Frameworks: Enns Win Without Pitching · Personal brand vs institutional brand spectrum
Goal: Map the relationship between the founder's personal reputation and the organisation's brand. Clarify how much equity each carries, what the healthy boundary is, and how to sequence personal vs organisation brand investment. Unresolved founder-brand tension is a common scaling bottleneck.
Raw
Is the founder personally known in the market? How?
Do clients buy the founder or the organisation? (ask for evidence, not instinct)
What happens to the brand if the founder steps back or is unavailable?
What does the founder want for their personal brand in 3–5 years?
What does the organisation's brand need to be able to do independently?
Where has the founder-brand been an asset? Where has it been a constraint?
Synthesis
Current state: where on the spectrum?
[Founder IS the brand] ←————————→ [Organisation brand stands alone]
1 2 3 4 5
Current position: ___ Target position (3-year): ___