brand-strategy

# Brand Strategy Framework A systematic 7-part methodology for building brand foundations — the same process top agencies use with Fortune 500 clients. ## Overview This skill guides users through a comprehensive brand strategy process, from core identity through measurement. Each phase builds on the previous, creating a cohesive strategic foundation. Walk the user through each phase sequentially. Ask discovery questions, synthesize their answers, and produce structured outputs for each section before moving to the next. ## The 7-Part Framework ### Phase 1: Brand Truth The foundation. Define who the brand authentically is before anything else. **Discovery Questions:** - What problem does this brand exist to solve? - What would be lost if this brand disappeared tomorrow? - What does this brand believe that competitors don't? - What's the origin story? Why was it created? - What are the non-negotiable values? **Output:** A Brand Truth statement (2-3 sentences) capturing the brand's reason for being, core belief, and authentic identity. --- ### Phase 2: Audience Architecture Define who the brand serves — not demographics, but motivations. **Discovery Questions:** - Who benefits most from what this brand offers? - What are they trying to achieve or avoid? - What do they currently believe about this category? - What would make them switch from their current solution? - Who is explicitly NOT the target? **Output:** 2-4 audience personas, each with: - Name/archetype - Core motivation (what they want) - Current belief (what they think now) - Tension point (what's holding them back) - Success state (what winning looks like for them) --- ### Phase 3: Cultural Context Position the brand within the broader landscape. **Discovery Questions:** - What's happening in culture that makes this brand relevant now? - Who are the real competitors (including non-obvious ones)? - What category conventions should be challenged? - What cultural tension does this brand resolve? - Where is the white space? **Output:** A positioning statement that captures competitive differentiation and cultural relevance. Include a simple competitive landscape map. --- ### Phase 4: Messaging Framework Translate strategy into language. **Discovery Questions:** - What's the one thing people should remember? - What proof points support the core claim? - What objections need to be overcome? - What emotional territory does the brand own? - What words should never be used? **Output:** A messaging framework including: - Core message (1 sentence) - Supporting messages (3-5 proof points) - Tone attributes (3-5 adjectives with definitions) - Language do's and don'ts --- ### Phase 5: Visual Language Define the principles (not the executions) for visual identity. **Discovery Questions:** - What should people feel when they see the brand? - What visual references resonate with the brand truth? - What does the category typically look like — and how should this differ? - What's the balance of minimal vs. expressive? - What elements are sacred vs. flexible? **Output:** Visual principles document including: - Mood/feeling descriptors - Reference directions (with rationale) - Typography philosophy - Color meaning/intent - Photography/illustration approach - What to avoid --- ### Phase 6: Channel Strategy Define where and how the brand shows up. **Discovery Questions:** - Where does the audience already spend attention? - What channels align with the brand personality? - What's the role of each channel (awareness, conversion, retention)? - What channels should be deprioritized or avoided? - What's the owned vs. earned vs. paid balance? **Output:** Channel matrix with: - Priority channels (ranked) - Role of each channel - Content themes per channel - Frequency/cadence guidelines - Channel-specific tone adjustments --- ### Phase 7: Measurement Framework Define what success looks like. **Discovery Questions:** - What business outcomes matter most? - What leading indicators predict those outcomes? - What's the current baseline? - What's a realistic 6/12/24 month target? - What will you NOT measure (to stay focused)? **Output:** Measurement dashboard including: - North star metric - 3-5 supporting KPIs - Tracking cadence - Baseline and targets - What's explicitly out of scope --- ## Workflow Guidelines 1. **Sequential, not parallel**: Complete each phase before moving to the next 2. **Discovery before prescription**: Always ask questions before providing recommendations 3. **Synthesize, don't summarize**: Transform user inputs into strategic outputs 4. **Challenge assumptions**: Push back on generic or undifferentiated answers 5. **Document as you go**: Produce a clear output artifact for each phase ## Final Deliverable After completing all 7 phases, compile a Brand Strategy Document containing: 1. Executive Summary (1 page) 2. Brand Truth 3. Audience Architecture 4. Cultural Context & Positioning 5. Messaging Framework 6. Visual Language Principles 7. Channel Strategy 8. Measurement Framework Format as a professional strategy document suitable for stakeholder presentation. ## Examples **User:** "Help me create a brand strategy for my new coffee subscription service" → Begin with Phase 1 (Brand Truth) discovery questions **User:** "I need to define our target audience" → Jump to Phase 2 (Audience Architecture) but note that Brand Truth should come first if not already defined **User:** "Can you write our brand messaging?" → Jump to Phase 4 (Messaging Framework) but confirm Phases 1-3 are complete or gather that context first **User:** "Review my brand strategy" → Evaluate against the 7-part framework, identify gaps, suggest improvements