git:20260326.a6cd2e8 to git:20260707.40eb9b3

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name: kai-brand

description: Brand positioning workshop — define messaging framework, voice/tone, differentiation strategy, and taglines. Use when "brand positioning", "messaging framework", "brand voice", "how should we position ourselves", "differentiation", "tagline", or any request to define or refine brand identity and messaging.

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# kai-brand — Brand Positioning Workshop

Build a complete brand positioning system: messaging framework, voice/tone guidelines, competitive differentiation, and tagline options.

## Phase 0: Load Product Context

Check if `MARKETING.md` exists in the **project root** (same directory as CLAUDE.md, README.md, package.json).

**If it exists:** Read it — skip product discovery questions. It has the product name, ICP, value prop, monetization, brand voice, current channels, and competitive landscape.

**If it does NOT exist:** Auto-explore the codebase to create it in the **project root** (next to CLAUDE.md). Do NOT ask the user what the product is. Read CLAUDE.md, README.md, PROJECT.md, package.json, landing pages, and any project files. Search for email/ad/analytics config. Then create `MARKETING.md` using the template from `/kai-email-system`. Present draft to user for confirmation.

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## References

Load these files as context before starting:

## Phase 1 — Discovery

1. Read from `MARKETING.md`. Only ask about things not covered there:

- Product/service description (what it does, who it serves)

- Current positioning or tagline (if any)

- Top 3 competitors

- What makes them different (founder story, tech, approach, audience)

- Target persona(s) from the harness persona set

2. If the user provides a URL, fetch and analyze the current site messaging.

3. Identify gaps: what the market says vs. what the user believes.

## Phase 2 — Analysis

1. Map the competitive landscape: who claims what positioning.

2. Identify the **white space** — positions no competitor owns.

3. Score current messaging against the Four U's framework:

- Unique: Can only THIS brand say this?

- Useful: Does it promise a clear outcome?

- Ultra-specific: Are there concrete details?

- Urgent: Is there a reason to care now?

4. Flag any banned words or AI slop phrases in existing copy.

## Phase 3 — Produce

Build these deliverables:

### Messaging Framework

- **Positioning statement**: For [audience] who [need], [product] is the [category] that [key benefit] because [reason to believe].

- **Value propositions**: 3 pillars, each with a headline + supporting proof point.

- **Elevator pitch**: 30-second version, 10-second version.

### Voice & Tone Guidelines

- 3 voice attributes (e.g., "Direct, not blunt")

- Do/Don't examples for each attribute

- Tone shifts by context (website vs. email vs. social vs. support)

### Differentiation Map

- Table: Feature / Us / Competitor A / Competitor B / Competitor C

- Circle the rows where you win. Flag the rows where you lose.

### Tagline Options

- Generate 10 tagline candidates.

- Score each on memorability, clarity, and differentiation.

- Recommend top 3 with rationale.

## Phase 4 — Output

1. Deliver the full messaging framework as a structured document.

2. Run all copy through the banned word check:

3. Run the Four U's score on the positioning statement and taglines:

4. Present the final package with a summary of scores and any flags.

## Constraints

- No banned Tier 1 words (leverage, utilize, synergy, innovative, etc.).

- No AI slop phrases.

- Taglines must be under 8 words.

- All claims must be substantiable — no empty superlatives.

- Target Four U's score: 12+/16 on the positioning statement.