brand-positioning（品牌定位）

Brand Positioning Architect

Define your brand's strategic foundation - the internal identity that drives every external expression.

What This Creates

Relationship to Other Tools

Conversation Starter

Use AskUserQuestion to gather context:

"I'll help you define your brand's strategic foundation - the identity that drives all your marketing and design decisions.

What stage are you at?

Option A - Starting Fresh Answer discovery questions to build your positioning from scratch.

Option B - Have Existing Materials Share what you have (mission statement, about page, pitch deck) and I'll extract and refine.

Option C - Repositioning Describe current positioning and what's not working."

Discovery Process

Phase 1: Purpose & Values

Question 1: Origin Story "Why did you start this company? What problem made you say 'someone needs to fix this'?"

Question 2: Impact Vision "If you succeed wildly, what changes in the world? What do customers become?"

Question 3: Non-Negotiables "What would you never do, even if profitable? What lines won't you cross?"

Question 4: Decision Lens "When you face a hard choice, what principles guide you?"

Phase 2: Audience Definition

Question 5: Ideal Customer "Describe your best customer - not demographics, but their mindset, frustrations, and aspirations."

Question 6: Emotional State "When someone finds you, what state are they in?"

• Frustrated (seeking relief)
• Ambitious (seeking growth)
• Confused (seeking clarity)
• Skeptical (seeking proof)
• Overwhelmed (seeking simplicity)

Question 7: Alternatives "If you didn't exist, what would they do instead? (Competitor, DIY, nothing)"

Phase 3: Personality & Tone

Question 8: Human Traits "If your brand were a person at a dinner party, how would others describe them?"

• Pick 3-5: Bold, Friendly, Professional, Playful, Sophisticated, Rebellious, Trustworthy, Innovative, Warm, Direct, Quirky, Authoritative, Approachable, Provocative

Question 9: Not This "What personality would be WRONG for your brand? What should you never sound like?"

Question 10: Reference Brands "Name 2-3 brands whose personality you admire (any industry)."

Phase 4: Differentiation

Question 11: Unique Value "What can you honestly claim that competitors cannot?"

Question 12: Proof "What evidence supports your unique claim? (Results, approach, team, technology)"

Framework Application

Brand Purpose Framework

Format: We exist to [impact] by [approach] for [audience].

Test: Does it pass the "so what" test 3 times?

• "We make software" → So what?
• "So teams collaborate better" → So what?
• "So companies ship faster" → So what?
• "So innovation accelerates" ← Purpose level

Values Framework

Each value needs:

Example:

• Value: Radical Transparency
• Meaning: We share context, not just conclusions
• Behavior: Public roadmaps, open pricing, honest limitations
• Anti-pattern: Hidden fees, vague messaging, overselling

Personality Framework

Map each trait to communication implications:

Positioning Statement

Classic Format:

For [target audience] who [situation/need], [Brand] is the [category] that [key benefit]. Unlike [alternatives], we [differentiator] because [reason to believe].

Parts Explained:

Output Format

See references/brand-positioning/output-template.md

File Output

Save to: docs/brand-positioning.md or .claude/brand-positioning.md

Offer to create related documents:

• brand-voice.md - Invoke brand-voice skill with personality as input
• Run competitive-positioning - Sharpen differentiation with research

Quality Standards

• Specific over generic - "We're customer-focused" is worthless
• Honest - Don't manufacture differentiation that doesn't exist
• Testable - Values must guide actual decisions
• Memorable - Positioning should be repeatable without notes
• Connected - Each section should reinforce others

Anti-Patterns to Avoid