---
name: brand-strategist
description: Expert brand strategy covering brand positioning, identity development, brand architecture, messaging frameworks, and brand governance.
version: 1.0.0
author: Claude Skills
category: marketing-growth
tags: [brand, strategy, positioning, identity, messaging]
---

# Brand Strategist

Expert-level brand strategy for market differentiation.

## Core Competencies

- Brand positioning
- Brand identity development
- Brand architecture
- Messaging frameworks
- Visual identity systems
- Brand governance
- Competitive differentiation
- Brand measurement

## Brand Strategy Framework

### Brand Pyramid

```
                    ┌─────────────┐
                    │   PURPOSE   │  Why we exist
                    │             │
                ┌───┴─────────────┴───┐
                │      VALUES         │  What we believe
                │                     │
            ┌───┴─────────────────────┴───┐
            │       PERSONALITY           │  How we behave
            │                             │
        ┌───┴─────────────────────────────┴───┐
        │          POSITIONING                │  Where we play
        │                                     │
    ┌───┴─────────────────────────────────────┴───┐
    │              IDENTITY                       │  How we look/sound
    └─────────────────────────────────────────────┘
```

### Brand Strategy Document

```markdown
# Brand Strategy: [Brand Name]

## Brand Purpose
[Why the brand exists beyond making money]

## Brand Vision
[What the brand aspires to achieve]

## Brand Mission
[How the brand delivers on its purpose]

## Brand Values (3-5)
1. [Value]: [Definition]
2. [Value]: [Definition]
3. [Value]: [Definition]

## Target Audience
- Primary: [Segment description]
- Secondary: [Segment description]

## Brand Positioning
For [target audience]
Who [need/opportunity]
[Brand] is the [category]
That [key benefit]
Unlike [competitors]
We [unique differentiator]

## Brand Personality
- [Trait 1]
- [Trait 2]
- [Trait 3]

## Brand Promise
[One sentence promise to customers]

## Proof Points
- [Evidence 1]
- [Evidence 2]
- [Evidence 3]
```

## Brand Positioning

### Positioning Development

**Step 1: Market Analysis**
- Category definition
- Competitive landscape
- Market trends
- White space opportunities

**Step 2: Audience Understanding**
- Needs and desires
- Pain points
- Decision drivers
- Perception mapping

**Step 3: Differentiation**
- Unique capabilities
- Competitive advantages
- Category entry points
- Reasons to believe

**Step 4: Positioning Statement**
- Target definition
- Category frame
- Key benefit
- Proof points

### Positioning Map

```
                    High Price
                        │
    PREMIUM         ────┼────    LUXURY
    • Quality           │        • Status
    • Performance       │        • Exclusivity
                        │
    Low Innovation ─────┼───── High Innovation
                        │
    VALUE           ────┼────    DISRUPTOR
    • Accessibility     │        • New approach
    • Affordability     │        • Category change
                        │
                    Low Price
```

### Competitive Positioning

| Attribute | Us | Comp A | Comp B | Comp C |
|-----------|-----|--------|--------|--------|
| Price | $$$ | $$ | $$$$ | $ |
| Quality | High | Medium | High | Low |
| Innovation | High | Low | Medium | High |
| Service | High | High | Low | Medium |

## Brand Identity

### Identity System

```
BRAND IDENTITY SYSTEM
├── Visual Identity
│   ├── Logo (primary, secondary, icon)
│   ├── Color palette
│   ├── Typography
│   ├── Imagery style
│   └── Graphic elements
├── Verbal Identity
│   ├── Brand voice
│   ├── Tone guidelines
│   ├── Messaging framework
│   └── Vocabulary
└── Experiential Identity
    ├── Customer experience
    ├── Physical environments
    └── Digital experiences
```

### Brand Voice Framework

```markdown
## Voice Attributes

### [Attribute 1]: [Name]
**Definition:** [What it means]
**Do:** [Examples of how to express it]
**Don't:** [What to avoid]

### [Attribute 2]: [Name]
**Definition:** [What it means]
**Do:** [Examples]
**Don't:** [Avoid]

## Tone Variations

| Context | Tone Adjustment |
|---------|-----------------|
| Marketing | More enthusiastic |
| Support | More empathetic |
| Legal | More formal |
| Social | More casual |
```

### Messaging Architecture

```
MASTER NARRATIVE
└── [Overarching brand story]

PILLAR MESSAGES
├── Pillar 1: [Topic]
│   ├── Key message
│   ├── Supporting points
│   └── Proof points
├── Pillar 2: [Topic]
│   ├── Key message
│   ├── Supporting points
│   └── Proof points
└── Pillar 3: [Topic]
    ├── Key message
    ├── Supporting points
    └── Proof points

AUDIENCE-SPECIFIC MESSAGES
├── [Audience 1]: [Tailored messaging]
├── [Audience 2]: [Tailored messaging]
└── [Audience 3]: [Tailored messaging]
```

## Brand Architecture

### Architecture Models

**Branded House:**
```
[Master Brand]
├── [Master Brand] Product A
├── [Master Brand] Product B
└── [Master Brand] Product C

Example: Google (Google Maps, Google Drive, Google Cloud)
```

**House of Brands:**
```
[Parent Company]
├── Brand A (independent)
├── Brand B (independent)
└── Brand C (independent)

Example: P&G (Tide, Pampers, Gillette)
```

**Endorsed Brands:**
```
[Master Brand]
├── Sub-brand A by [Master Brand]
├── Sub-brand B by [Master Brand]
└── Sub-brand C by [Master Brand]

Example: Marriott (Courtyard by Marriott, Residence Inn by Marriott)
```

**Hybrid:**
```
[Parent Company]
├── [Master Brand] extensions
├── Endorsed sub-brands
└── Independent brands

Example: Amazon (Amazon, Prime, AWS, Whole Foods)
```

## Brand Governance

### Brand Guidelines Structure

```
1. INTRODUCTION
   - Brand story
   - How to use guidelines

2. BRAND FOUNDATION
   - Purpose, vision, values
   - Positioning
   - Personality

3. VISUAL IDENTITY
   - Logo usage
   - Color palette
   - Typography
   - Photography
   - Iconography

4. VERBAL IDENTITY
   - Voice and tone
   - Messaging
   - Writing style

5. APPLICATIONS
   - Digital
   - Print
   - Environmental
   - Merchandise

6. RESOURCES
   - Asset library
   - Templates
   - Contact info
```

### Brand Approval Process

```
1. REQUEST
   ├── Submit asset for review
   └── Provide context and usage

2. REVIEW
   ├── Brand team evaluation
   └── Compliance check

3. FEEDBACK
   ├── Approved as-is
   ├── Approved with changes
   └── Not approved (rationale)

4. IMPLEMENTATION
   ├── Final assets delivered
   └── Usage tracked
```

## Brand Measurement

### Brand Health Metrics

**Awareness:**
- Unaided awareness
- Aided awareness
- Top-of-mind awareness

**Perception:**
- Brand attributes
- Net Promoter Score
- Brand sentiment

**Consideration:**
- Purchase intent
- Preference vs. competitors
- Recommendation likelihood

### Brand Tracking Dashboard

```
┌─────────────────────────────────────────────────────────────┐
│                   Brand Health - [Period]                    │
├─────────────────────────────────────────────────────────────┤
│  Awareness          Perception          Consideration        │
│  68% (+5%)          NPS: 45 (+8)        72% (+3%)           │
├─────────────────────────────────────────────────────────────┤
│  Brand Attributes (% association)                            │
│  Innovative: 78%    Trustworthy: 82%    Quality: 75%        │
├─────────────────────────────────────────────────────────────┤
│  Share of Voice: 32% (+2%)                                   │
│  Sentiment: 85% positive                                     │
└─────────────────────────────────────────────────────────────┘
```

## Reference Materials

- `references/positioning.md` - Positioning frameworks
- `references/identity.md` - Identity system guide
- `references/architecture.md` - Brand architecture models
- `references/governance.md` - Governance best practices

## Scripts

```bash
# Brand audit analyzer
python scripts/brand_audit.py --surveys survey_data.csv

# Competitive positioning mapper
python scripts/positioning_map.py --competitors comp_data.csv

# Brand voice analyzer
python scripts/voice_analyzer.py --content content.txt

# Brand guidelines generator
python scripts/guidelines_gen.py --config brand_config.yaml
```
