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brand-storytelling

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Original

English
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Translation

Chinese

Brand Storytelling

品牌叙事（Brand Storytelling）

Scope

适用范围

Covers
  • Crafting a clear brand narrative (what you stand for + why people should care)
  • Writing a founder/origin story anchored on a single “five-second moment” of realization or transformation
  • Turning narrative into usable scripts (website, pitch, social, team)
  • Planning “build in public” storytelling for founders/teams (cadence + guardrails)
  • Preparing pithy answers and a Q&A bank for pitches and interviews
When to use
  • “Write or refresh our brand story / founder story / origin story.”
  • “We need a narrative for our website, pitch deck, and social posts.”
  • “Help us find the ‘moment’ in our origin story and make it memorable.”
  • “Create a build-in-public storytelling plan for the founder/team.”
  • “Prep our pithy story + Q&A for fundraising / press / a keynote.”
When NOT to use
  • You need to decide your ICP/positioning first (use a positioning/messaging workflow first).
  • You need a full visual identity system (logo, typography, brand book, UI kit).
  • You want fictionalized or unverifiable claims (this skill will not fabricate facts).
  • You’re making regulated/high-risk claims (medical/legal/financial) without expert review.
涵盖内容
  • 打造清晰的brand narrative（明确品牌核心主张及受众关注的价值点）
  • 撰写以单一“five-second moment”为核心的创始人/起源故事，该瞬间为顿悟或转变的关键节点
  • 将叙事转化为可直接使用的脚本（适用于官网、融资推介、社交媒体、内部团队等场景）
  • 为创始人/团队制定“build-in-public”叙事计划（包含发布节奏与规范）
  • 准备简洁有力的应答内容及问答库，用于融资推介与媒体采访
适用场景
  • “撰写或更新我们的品牌故事/创始人故事/起源故事。”
  • “我们需要适配官网、融资演示文稿、社交媒体帖子的叙事内容。”
  • “帮我们挖掘起源故事中的‘核心瞬间’，让故事更具记忆点。”
  • “为创始人/团队制定build-in-public叙事计划。”
  • “为融资、媒体采访或主题演讲准备简洁有力的故事及问答内容。”
不适用场景
  • 尚未确定目标客户群体（ICP）/品牌定位（需先使用定位/信息传递工作流）。
  • 需要完整的视觉识别系统（如logo、字体、品牌手册、UI组件库）。
  • 想要虚构或无法验证的内容（本工具不会编造事实）。
  • 在无专家审核的情况下，想要发布受监管/高风险的声明（如医疗/法律/金融领域）。

Inputs

输入要求

Minimum required
  • Company/product: what it is + who it’s for (1–3 sentences)
  • Primary audience + setting: customers, investors, partners, press (pick one primary)
  • Primary channel(s): website, deck/pitch, talk, social (pick 1–2)
  • Desired perception: 3–5 adjectives (e.g., “trustworthy, modern, scrappy”)
  • Story raw material: key events, constraints, “before/after”, proof points (even rough bullets)
  • Constraints: taboo words, compliance/claims rules, tone/voice
Missing-info strategy
  • Ask up to 5 questions from references/INTAKE.md (3–5 at a time).
  • If details are missing, proceed with explicit assumptions and label unknowns/TBDs.
  • Never invent facts; offer placeholders and a short “evidence to collect” list.
最低必要输入
  • 公司/产品：业务内容及目标受众（1-3句话）
  • 核心受众与场景：客户、投资者、合作伙伴、媒体（选择一个核心受众）
  • 核心渠道：官网、融资演示文稿、演讲、社交媒体（选择1-2个）
  • 期望品牌感知：3-5个形容词（例如：“值得信赖、现代感强、务实进取”）
  • 故事原始素材：关键事件、限制条件、“前后对比”、实证依据（即使是粗略的要点也可）
  • 约束条件：禁用词汇、合规声明规则、语气/语调
信息缺失处理策略
  • 从references/INTAKE.md中最多提出5个问题（每次3-5个）。
  • 若信息缺失，基于明确假设推进，并标注未知项/待确定内容（TBDs）。
  • 绝不编造事实；提供占位符及简短的“需收集证据清单”。

Outputs (deliverables)

输出成果（交付物）

Produce a Brand Storytelling Pack in Markdown (in-chat; or as files if requested), in this order:
  1. Context snapshot (audience, channels, goal, constraints)
  2. Brand perception target (purpose + positioning + personality; what you want people to think)
  3. Story brief (story type + core message + five-second moment + stakes + CTA)
  4. Story scripts (2-minute + 30-second + website paragraph)
  5. Narrative beat map + proof bank (claims → proof → emotions → CTA)
  6. Build-in-public + distribution plan (pillars, cadence, owners, guardrails)
  7. Pithy answers + Q&A bank (top questions + crisp responses)
  8. Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
Expanded guidance: references/WORKFLOW.md
生成Markdown格式的品牌叙事工具包（可在对话中直接提供，或按需生成文件），内容顺序如下：
  1. 背景快照（受众、渠道、目标、约束条件）
  2. 品牌感知目标（使命+定位+人格：期望受众对品牌的认知）
  3. 故事概要（故事类型+核心信息+five-second moment+核心冲突+行动号召（CTA））
  4. 故事脚本（2分钟版+30秒版+官网段落版）
  5. 叙事节奏图+实证库（主张→实证→情感共鸣→行动号召）
  6. build-in-public+传播计划（内容支柱、发布节奏、负责人、规范）
  7. 简洁应答+问答库（高频问题+精炼回答）
  8. 风险/待解决问题/下一步行动（必含内容）
模板: references/TEMPLATES.md
扩展指南: references/WORKFLOW.md

Workflow (8 steps)

工作流（8个步骤）

1) Intake + success definition

1) 信息收集+成功标准定义

  • Inputs: User context + references/INTAKE.md.
  • Actions: Identify the primary audience, channel(s), and what must change (belief, trust, recall, conversion). Capture constraints and known proof.
  • Outputs: Context snapshot + assumptions/TBDs list.
  • Checks: You can answer in one sentence: “After hearing/reading this story, the audience will _____.”
  • 输入: 用户提供的背景信息 + references/INTAKE.md。
  • 行动: 确定核心受众、渠道，以及需要达成的改变（如认知、信任度、记忆点、转化率）。记录约束条件与已知实证依据。
  • 输出: 背景快照 + 假设/待确定内容清单。
  • 校验: 可用一句话总结：“受众听完/读完这个故事后，会_____。”

2) Define the brand perception you’re shaping

2) 定义目标品牌感知

  • Inputs: Desired perception; product basics; any positioning notes.
  • Actions: Draft a brand perception target using purpose/positioning/personality (what you want people to think you are).
  • Outputs: Brand perception target (v1).
  • Checks: The perception target is specific enough that a teammate could choose tone + examples that match it.
  • 输入: 期望的品牌感知、产品基本信息、任何定位相关说明。
  • 行动: 基于使命/定位/人格，起草目标品牌感知（即期望受众对品牌的认知）。
  • 输出: 目标品牌感知（第一版）。
  • 校验: 目标感知需足够具体，确保团队成员能据此匹配对应的语调和案例。

3) Pick the story type and the “five-second moment”

3) 选择故事类型与“five-second moment”

  • Inputs: Founder/customer/product raw material.
  • Actions: Choose the story type (brand/founder/origin/customer). Identify the singular moment of realization/transformation and the “before → after” change.
  • Outputs: Story brief with five-second moment and stakes.
  • Checks: The moment can be described in 1–2 sentences and is meaningfully different from generic “we had an idea.”
  • 输入: 创始人/客户/产品的原始素材。
  • 行动: 选择故事类型（品牌/创始人/起源/客户）。识别顿悟或转变的单一核心瞬间，以及“转变前→转变后”的变化。
  • 输出: 包含five-second moment与核心冲突的故事概要。
  • 校验: 核心瞬间可用1-2句话描述，且与常见的“我们有了一个想法”这类通用表述有明显区别。

4) Outline the narrative arc (context → tension → moment → new belief)

4) 搭建叙事框架（背景→冲突→核心瞬间→新认知）

  • Inputs: Story brief.
  • Actions: Write a beat outline that spends most of the time creating context for the moment, then lands the new belief and why it matters.
  • Outputs: Narrative beat map (beats + claims + proof).
  • Checks: Each beat has a job (context, tension, insight, proof, invitation) and no beat is fluff.
  • 输入: 故事概要。
  • 行动: 撰写叙事节奏大纲，重点为核心瞬间铺垫背景，然后传递新认知及其价值。
  • 输出: 叙事节奏图（包含节点+主张+实证）。
  • 校验: 每个节点都有明确作用（背景铺垫、冲突制造、洞察传递、实证支撑、行动号召），无冗余内容。

5) Draft scripts for the target channels

5) 为目标渠道撰写脚本

  • Inputs: Beat map; channel constraints.
  • Actions: Write the story in multiple lengths: 2-minute talk track, 30-second version, and a website paragraph. Tailor language to the audience and include an explicit CTA.
  • Outputs: Story scripts (v1).
  • Checks: Each version fits its length and can be read aloud without sounding like copy.
  • 输入: 叙事节奏图、渠道约束条件。
  • 行动: 撰写不同时长的故事版本：2分钟演讲脚本、30秒精简版、官网段落版。根据受众调整语言风格，并加入明确的行动号召（CTA）。
  • 输出: 故事脚本（第一版）。
  • 校验: 每个版本符合时长要求，朗读时不会显得生硬。

6) Add proof + identity hooks (make it believable and sticky)

6) 补充实证+身份关联钩子（提升可信度与记忆点）

  • Inputs: Proof points (metrics, quotes, examples) + audience motivations.
  • Actions: Attach proof to key claims. For consumer: add identity-based associations (“this is who you become”) without manipulation or false promises.
  • Outputs: Proof bank + identity hook lines + “say/do” alignment notes.
  • Checks: No major claim is unsupported; unknown proof is labeled “to validate.”
  • 输入: 实证依据（数据、引用、案例）+ 受众动机。
  • 行动: 为核心主张匹配实证依据。针对消费者品牌：加入基于身份的关联内容（如“使用后你将成为这类人”），但不得包含诱导或虚假承诺。
  • 输出: 实证库 + 身份关联钩子内容 + “表述/行动”对齐说明。
  • 校验: 所有核心主张均有支撑；未验证的实证需标注“待验证”。

7) Plan distribution and “build in public”

7) 制定传播与build-in-public计划

  • Inputs: Channels, team capacity, constraints.
  • Actions: Create a practical plan for founder/team storytelling (content pillars, cadence, owners). Include guardrails (no confidential info; be honest about uncertainty).
  • Outputs: Build-in-public + distribution plan.
  • Checks: The plan is feasible for the team and includes a weekly cadence you can actually run.
  • 输入: 渠道、团队能力、约束条件。
  • 行动: 为创始人/团队制定切实可行的叙事计划（包含内容支柱、发布节奏、负责人）。包含规范要求（不得泄露机密信息；如实呈现不确定性）。
  • 输出: build-in-public+传播计划。
  • 校验: 计划需符合团队实际执行能力，包含可落地的周度发布节奏。

8) Rehearse for pithy delivery + run the quality gate

8) 准备简洁应答+质量校验

  • Inputs: Scripts + Q&A needs.
  • Actions: Generate pithy answers (1 sentence) for the top questions. Run references/CHECKLISTS.md and score with references/RUBRIC.md. Add Risks/Open questions/Next steps.
  • Outputs: Final Brand Storytelling Pack.
  • Checks: A teammate can repeat the core story after one read, and the story is truthful and consistent with the brand perception target.
  • 输入: 脚本、问答需求。
  • 行动: 生成高频问题的1句话简洁应答。使用references/CHECKLISTS.md检查，并通过references/RUBRIC.md评分。补充风险/待解决问题/下一步行动。
  • 输出: 最终品牌叙事工具包。
  • 校验: 团队成员读完后能复述核心故事，且故事真实可信，与目标品牌感知一致。

Quality gate (required)

质量校验（必填）

  • Use references/CHECKLISTS.md and references/RUBRIC.md.
  • Always include: Risks, Open questions, Next steps.
  • 使用references/CHECKLISTS.md和references/RUBRIC.md进行校验。
  • 必须包含：风险、待解决问题、下一步行动。

Examples

示例

Example 1 (B2B SaaS): “Use 
brand-storytelling
to write our founder story for a seed pitch and our website About page. Audience: investors + early customers. Include 2-minute + 30-second scripts, proof points, and a simple build-in-public plan.”
Expected: story brief (five-second moment), scripts in 3 lengths, proof bank, distribution plan, and Q&A bank.
Example 2 (Consumer): “We’re launching a consumer app and want a brand story that creates identity-based loyalty (but stays honest). Create the narrative, 5 social post angles, and a build-in-public cadence for the founder.”
Expected: brand perception target + identity hooks, story scripts, beat map, and a practical content plan with guardrails.
Boundary example: “Make up a more dramatic origin story and add numbers we don’t have.”
Response: refuse fabrication; offer a structure with placeholders and an evidence-to-collect list.
示例1（B2B SaaS）: “使用
brand-storytelling
为我们的种子轮融资推介和官网关于页撰写创始人故事。受众：投资者+早期客户。需包含2分钟+30秒脚本、实证依据、简易build-in-public计划。”
预期输出：包含five-second moment的故事概要、3种时长的脚本、实证库、传播计划、问答库。
示例2（消费者品牌）: “我们即将推出一款消费者应用，需要打造能建立身份认同型忠诚度的品牌故事（但需保持真实）。创建叙事内容、5个社交媒体帖子方向，以及创始人的build-in-public发布节奏。”
预期输出：目标品牌感知+身份关联钩子、故事脚本、叙事节奏图、包含规范的切实可行内容计划。
边界示例: “为我们编造一个更具戏剧性的起源故事，并添加我们没有的数据。”
回应：拒绝编造内容；提供带占位符的结构框架，以及需收集的证据清单。