Brand Positioning Architect
Define your brand's strategic foundation - the internal identity that drives every external expression.
What This Creates
| Asset | Purpose |
|---|---|
| Brand Purpose | Why you exist beyond profit |
| Brand Values | Principles that guide decisions |
| Brand Personality | Human traits that shape voice |
| Target Audience | Who you serve (psychographic depth) |
| Brand Promise | Core commitment to customers |
| Positioning Statement | Classic strategic framework |
Relationship to Other Tools
| Tool | Focus | Relationship |
|---|---|---|
brand-positioning | WHO you are (identity) | This tool - foundation |
competitive-positioning | HOW you differ (comparison) | Uses this as input |
brand-voice | HOW you sound (expression) | Derives from personality |
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:
| Component | What It Answers |
|---|---|
| Name | What we call this value (1-2 words) |
| Meaning | What it actually means to us |
| Behavior | How it shows up in decisions |
| Anti-pattern | What violating this looks like |
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:
| Trait | Meaning | Voice Implication | Design Implication |
|---|---|---|---|
| Bold | We take stands | Declarative statements | High contrast, strong type |
| Warm | We care personally | Conversational tone | Soft colors, friendly imagery |
| Direct | We don't waste time | Short sentences | Clean layouts, clear CTAs |
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:
| Part | Purpose | Example |
|---|---|---|
| Target audience | Specificity signals fit | "For early-stage founders" |
| Situation/need | Context triggers relevance | "who need to ship fast without a dev team" |
| Category | Mental filing cabinet | "a no-code platform" |
| Key benefit | Primary value delivered | "that turns ideas into products in days" |
| Alternatives | Competitive frame | "Unlike agencies or hiring developers" |
| Differentiator | Unique advantage | "we combine templates with expert guidance" |
| Reason to believe | Proof/credibility | "backed by 500+ successful launches" |
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- Invokebrand-voiceskill 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
| Anti-Pattern | Problem | Fix |
|---|---|---|
| "We value excellence" | Every company claims this | What specific behavior does this require? |
| "For everyone who..." | No positioning power | Narrow to specific audience segment |
| "We're the best" / "Innovative solutions" | Unverifiable or meaningless | What specifically do you do differently? |
| 7+ values | Unactionable | Prioritize to 3-5 that actually guide decisions |