From majestic-marketing
Defines brand core identity—purpose, values, personality, target audience, promise, and positioning statement—for new brands, rebranding, or voice/design strategy.
npx claudepluginhub majesticlabs-dev/majestic-marketplace --plugin majestic-marketingThis skill is limited to using the following tools:
Define your brand's strategic foundation - the internal identity that drives every external expression.
Guides brand strategy, identity, positioning, and voice development with templates for guidelines, statements, foundation elements, and architecture models.
Defines, audits, and applies brand strategy covering purpose, values, positioning, storytelling, voice, and narrative. For brand-related project alignment excluding visuals.
Establishes brand positioning using April Dunford's 5-component framework and Marty Neumeier's Onlyness test. Research-assisted discovery for early-stage products needing differentiation or 'why us' clarity.
Share bugs, ideas, or general feedback.
Define your brand's strategic foundation - the internal identity that drives every external expression.
| 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 |
| 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 |
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."
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?"
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?"
Question 7: Alternatives "If you didn't exist, what would they do instead? (Competitor, DIY, nothing)"
Question 8: Human Traits "If your brand were a person at a dinner party, how would others describe them?"
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)."
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)"
Format: We exist to [impact] by [approach] for [audience].
Test: Does it pass the "so what" test 3 times?
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:
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 |
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" |
See references/brand-positioning/output-template.md
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 inputcompetitive-positioning - Sharpen differentiation with research| 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 |