Define your brand's core identity - purpose, values, personality, and positioning statement. Creates the strategic foundation that informs voice, design, and all brand decisions.
Creates strategic brand foundation documents including purpose, values, personality, and positioning statements.
/plugin marketplace add majesticlabs-dev/majestic-marketplace/plugin install majestic-python@majestic-marketplaceThis skill is limited to using the following tools:
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 |
ux-brief | HOW you look (visual) | References values/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" |
# BRAND POSITIONING: [Brand Name]
*Strategic foundation document v1.0*
---
## Brand Essence
**One-liner:** [10 words capturing the brand]
**Purpose:** [Why we exist]
**Promise:** [What we guarantee]
---
## Brand Values
| Value | Meaning | How It Shows Up |
|-------|---------|-----------------|
| [Value 1] | [What it means to us] | [Behavioral example] |
| [Value 2] | [What it means to us] | [Behavioral example] |
| [Value 3] | [What it means to us] | [Behavioral example] |
### Values in Action
**Hiring:** We look for [traits aligned with values]
**Product:** We prioritize [features/experiences aligned with values]
**Support:** We respond with [approach aligned with values]
---
## Target Audience
### Primary ICP
**Who:** [Specific description]
**Pain:** [What frustrates them]
**Desire:** [What they want to become]
**Trigger:** [What makes them seek solutions]
**Emotional State:** [How they feel when they find us]
### What They Believe
- [Belief 1 - something they already think that makes them receptive]
- [Belief 2]
- [Belief 3]
### What They're Tired Of
- [Frustration 1 with alternatives]
- [Frustration 2]
- [Frustration 3]
---
## Brand Personality
### Traits
| Trait | Description | Voice Implication |
|-------|-------------|-------------------|
| [Trait 1] | [What this means] | [How it sounds] |
| [Trait 2] | [What this means] | [How it sounds] |
| [Trait 3] | [What this means] | [How it sounds] |
### We Are / We Are Not
| We Are | We Are Not |
|--------|------------|
| [Positive trait] | [Opposite/extreme] |
| [Positive trait] | [Opposite/extreme] |
| [Positive trait] | [Opposite/extreme] |
### If We Were...
- **A person:** [Description - age, profession, how they'd act at a party]
- **A celebrity:** [Name and why]
- **A car:** [Brand/model and why]
---
## Competitive Position
### Market Context
**Category:** [What we are]
**Alternatives:** [What customers use instead]
**Our Lane:** [Where we uniquely fit]
### Differentiation
**What we do differently:** [Key differentiator]
**Why it matters:** [Customer benefit]
**Why believable:** [Proof points]
---
## Positioning Statement
> For [target audience] who [situation/need],
> [Brand] is the [category] that [key benefit].
> Unlike [alternatives], we [differentiator]
> because [reason to believe].
### Variations
**Elevator Pitch (30 sec):**
"[Audience] struggle with [problem]. Most [alternatives] try [their approach], but [weakness]. We're different—we [unique approach] so you [outcome]."
**Tweet-Length:**
"[Hook] + [benefit] + [differentiator]" (140 chars)
**Tagline:**
"[3-5 words that capture essence]"
---
## Strategic Guardrails
### Always
- [Behavior/approach we commit to]
- [Behavior/approach we commit to]
- [Behavior/approach we commit to]
### Never
- [Line we won't cross]
- [Line we won't cross]
- [Line we won't cross]
---
## Using This Document
| When Creating | Reference |
|---------------|-----------|
| Marketing copy | Purpose, personality, positioning statement |
| Product decisions | Values, target audience beliefs |
| Visual design | Personality traits, "If we were..." |
| Voice guide | Personality, We Are/We Are Not |
| Sales messaging | Positioning variations, differentiation |
| Hiring | Values, guardrails |
---
## Next Steps
1. [ ] Share with team for alignment
2. [ ] Create brand-voice.md using personality section
3. [ ] Run competitive-positioning to sharpen differentiation
4. [ ] Update homepage to reflect positioning
5. [ ] Review quarterly - positioning evolves
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" | Unverifiable claim | What specific advantage makes you better? |
| "Innovative solutions" | Meaningless buzzword | What specifically do you do differently? |
| 7+ values | Unactionable | Prioritize to 3-5 that actually guide decisions |
After creating positioning:
brand-voice - Feed personality traits to create voice guidecompetitive-positioning - Research competitors against your differentiationux-brief - Reference personality for visual design directionstyle-guide/new - Use brand context for writing style decisionslanding-page-builder - Apply positioning to page copyCreating algorithmic art using p5.js with seeded randomness and interactive parameter exploration. Use this when users request creating art using code, generative art, algorithmic art, flow fields, or particle systems. Create original algorithmic art rather than copying existing artists' work to avoid copyright violations.
Applies Anthropic's official brand colors and typography to any sort of artifact that may benefit from having Anthropic's look-and-feel. Use it when brand colors or style guidelines, visual formatting, or company design standards apply.
Create beautiful visual art in .png and .pdf documents using design philosophy. You should use this skill when the user asks to create a poster, piece of art, design, or other static piece. Create original visual designs, never copying existing artists' work to avoid copyright violations.