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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>
106 lines
2.3 KiB
Markdown
106 lines
2.3 KiB
Markdown
# Module 90 — Master Brandbook (Synthesis)
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> **Frameworks:** Kapferer Brand Identity Prism · Aaker brand system (identity /
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> personality / associations / equity)
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>
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> **Goal:** Reconcile all seven preceding modules into a single, actionable
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> brandbook. This document is the source of truth the brand uses to brief
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> designers, writers, and external collaborators. It resolves tensions between
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> modules, commits to specific formulations, and translates them into practical
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> guidelines.
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---
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## 1. The Why (from Module 10)
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> **Core belief:**
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> **Behavioural How (values in action):**
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> **What we refuse to be:**
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---
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## 2. Positioning (from Module 20)
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> **Positioning statement:**
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> For **[target client]** who **[situation]**, **[brand name]** is the
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> **[category]** that **[unique value]**. Unlike **[alternatives]**, we
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> **[key differentiator]**.
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> **White-space the brand owns:**
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---
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## 3. Audience (from Module 30)
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> **Ideal Client Profile (one-paragraph portrait):**
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> **Niche the brand is building toward:**
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> **Red-flag / disqualifier:**
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---
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## 4. Kapferer Brand Identity Prism
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| Facet | Content |
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|---|---|
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| **Physique** (visible, tangible brand attributes) | |
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| **Personality** (character if the brand were a person) | |
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| **Culture** (values and principles behind the brand) | |
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| **Relationship** (how the brand relates to clients) | |
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| **Reflection** (how clients see themselves using this brand) | |
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| **Self-image** (how clients feel inside when using this brand) | |
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---
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## 5. Voice & Tone summary (from Module 50)
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> **Voice statement (one paragraph):**
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> **The three checks every draft must pass:**
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> 1.
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> 2.
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> 3.
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---
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## 6. Narrative assets (from Module 60)
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> **Trueline:**
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> **Brand story arc (one paragraph, usable as an About page starting point):**
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---
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## 7. Founder / organisation brand boundary (from Module 70)
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> **What the founder brand owns:**
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> **What the organisation brand owns:**
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---
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## 8. Tensions resolved (record any module-to-module conflicts and how they were settled)
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| Tension | Module A | Module B | Resolution |
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|---|---|---|---|
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| | | | |
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---
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## 9. Open questions deferred to next session
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<!-- Anything that couldn't be resolved with the current data. -->
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---
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## 10. Practical next steps
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<!-- 3–5 concrete actions the brand can take based on this brandbook. -->
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1.
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2.
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3.
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