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Chinese

Strategies: Branding

策略：品牌建设

Guides brand strategy: purpose, values, positioning, storytelling, voice, and visual identity. Companies with consistent branding see 23–33% revenue lift; people remember stories ~22× more than facts alone. Use this skill when defining a new brand, auditing consistency, or aligning messaging across touchpoints.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
指导品牌战略制定：涵盖使命、价值观、定位、叙事、调性和视觉识别。品牌形象统一的企业营收可提升23%-33%；人们对故事的记忆度比单纯事实高约22倍。当你需要定义新品牌、审核品牌一致性、或对齐全触点品牌信息时可使用本能力。
调用规则：首次使用时，如果合适，可以先用1-2句话介绍本能力覆盖的范围和价值，再提供核心输出。如果是后续调用或用户要求省略介绍，直接输出核心内容即可。

Scope

适用范围

  • Brand strategy: Purpose, values, positioning, differentiation, target audience
  • Brand storytelling: Origin story, hero's journey, narrative arc, brand archetypes
  • Brand voice & tone: Voice, tone, avoid terms, preferred wording
  • Brand visual identity: Colors, typography, logo rules—strategy layer; implementation in brand-visual-generator, logo-generator
  • 品牌战略：使命、价值观、定位、差异化、目标受众
  • 品牌叙事：起源故事、英雄之旅、叙事弧、品牌原型
  • 品牌语风与调性：语风、语气、禁用术语、推荐表述
  • 品牌视觉识别：颜色、排版、logo使用规则（战略层）；具体实现可使用brand-visual-generator、logo-generator

Initial Assessment

初步评估

Check for product marketing context first: If 
.claude/product-marketing-context.md
or 
.cursor/product-marketing-context.md
exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice), 12 (Visual Identity).
Identify:
  1. Scope: New brand, audit, or alignment
  2. Touchpoints: Website, social, product UI, directories, content
  3. Existing assets: Brand guide, logo, style guide
优先检查产品营销上下文：如果存在
.claude/product-marketing-context.md
或
.cursor/product-marketing-context.md
文件，请阅读第2节（定位）、第3节（价值主张）、第8节（品牌与语风）、第12节（视觉识别）。
需明确以下信息：
  1. 范围：新品牌搭建、品牌审计、或品牌对齐
  2. 触点：官网、社交平台、产品UI、名录、内容
  3. 现有资产：品牌指南、logo、风格指南

Brand Strategy Pillars

品牌战略核心模块

PillarPurpose
Brand purposeWhy the brand exists beyond profit; one sentence
Brand values4–5 core values; what you stand for; differentiators
Target audienceWho you serve; ICP; jobs to be done
PositioningFor [customer] who [need], our [product] is a [category] that [benefit]. Unlike [competitor], we [differentiator] because [reasons]
DifferentiationWhy you, not alternatives; concrete, not vague
核心模块作用
品牌使命品牌除盈利外的存在意义，用一句话表述
品牌价值观4-5个核心价值观，代表品牌主张，也是差异化亮点
目标受众品牌服务的对象，理想客户画像（ICP），待完成任务
品牌定位面向[有XX需求的客户]，我们的[产品]是一款能够[带来XX收益]的[品类]。与[竞品]不同，我们[差异化优势]，因为[支撑理由]
差异化选择你而非其他替代方案的原因，要具体可落地，不可模糊

Brand Storytelling

品牌叙事

Origin Story

起源故事

  • What: Journey, founding, milestones, personal experiences that shaped the company
  • Why: Emotional connection; 58% of customers buy based on company values
  • Elements: Who founded it; why created; challenges overcome; vision; how it evolved
  • 内容：企业发展历程、创立背景、里程碑、塑造企业的个人经历
  • 价值：建立情感联结，58%的消费者会基于企业价值观购买产品
  • 构成要素：创立者、创立初衷、克服的挑战、愿景、发展历程

Hero's Journey (Customer as Hero)

英雄之旅（客户作为英雄）

ElementContent
HeroYour customer; their needs, wants, context
ProblemWhat they face; how they solve it now
Inciting insightReframing that creates urgency
Brand's roleGuide, tool, or partner—not hero; how you enable resolution
TransformationWhat better future looks like; proof (case studies, testimonials)
要素内容
英雄你的客户，以及他们的需求、期望、所处场景
问题他们面临的痛点，当前的解决方式
触发洞察重塑认知，创造紧迫感的切入点
品牌角色引导者、工具或合作伙伴，而非英雄，说明你如何帮助客户解决问题
转变更好的未来是什么样的，辅以佐证（案例研究、客户证言）

Brand Narrative Arc

品牌叙事弧

  • Protagonist: Customer facing a challenge
  • Stakes: What happens if nothing changes
  • Proof: Data, case studies, testimonials
  • CTA: Place call to action in the story; provoke action
  • 主角：面临挑战的客户
  • 利害关系：如果不做出改变会有什么后果
  • 佐证：数据、案例研究、客户证言
  • 行动号召：在故事中植入行动号召，引导用户采取行动

Brand Archetypes (12 Types)

品牌原型（12种类型）

ArchetypeToneExample
CreatorInnovative, imaginativeAdobe
CaregiverNurturing, supportiveJohnson & Johnson
RulerAuthoritative, premiumMercedes-Benz
InnocentSimple, optimisticCoca-Cola
SageWise, knowledgeableGoogle
ExplorerAdventurous, independentPatagonia
OutlawRebellious, disruptiveHarley-Davidson
MagicianTransformative, visionaryDisney
HeroCourageous, determinedNike
LoverPassionate, sensualChanel
JesterPlayful, funM&M's
EverymanRelatable, down-to-earthIKEA
Align archetype to customer personality; strengthens storytelling.
原型调性示例
创造者创新、富有想象力Adobe
照顾者有温度、乐于支持强生
统治者权威、高端梅赛德斯-奔驰
纯真者简单、乐观可口可乐
智者睿智、博学Google
探索者爱冒险、独立巴塔哥尼亚
反叛者叛逆、颠覆性哈雷戴维森
魔法师变革性、有远见迪士尼
英雄勇敢、坚定耐克
爱人热情、感性香奈儿
弄臣好玩、有趣M&M's
普通人接地气、有亲和力宜家
让原型与客户人格对齐，可以强化叙事效果。

Brand Voice & Tone

品牌语风与调性

ElementDefinitionExample
VoiceBrand personality; consistent across touchpointsProfessional / Friendly / Technical / Bold
ToneHow you say it; adapts to contextConfident but not arrogant; helpful; concise
AvoidBuzzwords, terms to never use"streamline," "revolutionize," "synergy"
PreferredTerms to use consistently"audit" not "analysis"; "customer" not "user"
Product marketing context Section 8: Document voice, tone, avoid, preferred terms. See product-marketing-context template.
要素定义示例
语风品牌人格，全触点保持统一专业 / 友好 / 技术向 / 大胆
调性表达的方式，可根据场景调整自信但不自大；乐于助人；简洁明了
禁用术语永远不要使用的流行语、词汇"streamline", "revolutionize", "synergy"
推荐表述统一使用的术语"audit" 而非 "analysis"；"customer" 而非 "user"
产品营销上下文第8节：记录语风、调性、禁用和推荐术语，详见product-marketing-context模板。

Brand Visual Identity (Strategy Layer)

品牌视觉识别（战略层）

ElementStrategyImplementation
ColorsPrimary, secondary, CTA; industry mappingbrand-visual-generator
TypographyDisplay + body; hierarchy; pairingbrand-visual-generator
LogoVariants, clear space, minimum sizelogo-generator
ImageryTone, subject matter, visual moodBrand guidelines
ConsistencySame identity across web, social, productAll touchpoints
For full visual specs (fonts, HEX, spacing), see brand-visual-generator. For logo placement and implementation, see logo-generator.
要素战略内容落地工具
颜色主色、辅助色、CTA按钮色，行业适配brand-visual-generator
排版标题字体+正文字体、层级、字体搭配brand-visual-generator
Logo变体、留白规则、最小尺寸logo-generator
素材调性、主题、视觉氛围品牌指南
一致性官网、社交平台、产品端使用统一识别全触点
完整视觉规范（字体、HEX色值、间距）详见brand-visual-generator。Logo放置和落地规范详见logo-generator。

Brand Guidelines Structure

品牌指南结构

Single source of truth. Include:
  • Purpose & values: Why you exist; what you stand for
  • Positioning: One-liner; differentiation
  • Story: Origin story; hero's journey summary
  • Voice & tone: Voice, tone, avoid, preferred
  • Logo: Usage rules, clear space, variants (light/dark)
  • Colors: Primary, secondary, CTA (HEX, RGB, CMYK)
  • Typography: Font families, hierarchy, sizing
  • Imagery: Photography tone; iconography style
作为唯一信息源，应包含：
  • 使命与价值观：品牌存在的意义，代表的主张
  • 定位：一句话介绍，差异化优势
  • 故事：起源故事，英雄之旅摘要
  • 语风与调性：语风、调性、禁用表述、推荐表述
  • Logo：使用规则、留白要求、变体（浅色/深色）
  • 颜色：主色、辅助色、CTA按钮色（HEX、RGB、CMYK值）
  • 排版：字体家族、层级、字号
  • 素材：摄影风格、图标风格

Output Format

输出格式

  • Brand strategy (purpose, values, positioning, differentiation)
  • Story (origin story, hero's journey, narrative arc)
  • Voice & tone (voice, tone, avoid, preferred)
  • Archetype (if applicable)
  • Visual (high-level; defer to brand-visual-generator for specs)
  • Context template for product-marketing-context Sections 8, 12
  • 品牌战略（使命、价值观、定位、差异化）
  • 故事（起源故事、英雄之旅、叙事弧）
  • 语风与调性（语风、调性、禁用表述、推荐表述）
  • 原型（如适用）
  • 视觉（高层级框架，具体规范参考brand-visual-generator）
  • 产品营销上下文模板的第8、12节内容

Related Skills

相关能力

  • about-page-generator: About page implements brand story, mission, values
  • homepage-generator: Homepage implements value prop, differentiation, brand voice
  • logo-generator: Logo placement, implementation; branding defines logo rules
  • brand-visual-generator: Typography, colors, spacing; branding defines visual strategy
  • media-kit-page-generator: Media kit hosts brand guidelines
  • directory-submission: Directory copy uses brand voice; Section 8 Brand & Voice
  • title-tag, meta-description: Metadata uses brand voice
  • integrated-marketing: Brand awareness across PESO
  • domain-selection: Domain choice (Brand/PMD/EMD, TLD); do before or with branding when choosing domain
  • domain-architecture: Domain structure implements brand architecture (Branded House vs House of Brands)
  • rebranding-strategy: Rebrand execution; domain change, 301, announcement
  • about-page-generator：关于页会落地品牌故事、使命、价值观
  • homepage-generator：首页会落地价值主张、差异化优势、品牌语风
  • logo-generator：Logo放置、落地，品牌战略定义Logo规则
  • brand-visual-generator：排版、颜色、间距，品牌战略定义视觉策略
  • media-kit-page-generator：媒体资料包承载品牌指南
  • directory-submission：名录文案使用品牌语风，参考第8节品牌与语风
  • title-tag, meta-description：元数据使用品牌语风
  • integrated-marketing：跨PESO模型的品牌认知建设
  • domain-selection：域名选择（品牌域名/部分匹配域名/精确匹配域名、顶级域），选择域名时可在品牌建设前或同步进行
  • domain-architecture：域名结构落地品牌架构（统一品牌式/多品牌式）
  • rebranding-strategy：品牌重塑执行，包括域名变更、301跳转、官宣