kai-brand

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.

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:

• knowledge/playbooks/brand-positioning.md
• knowledge/personas/_persona-index.md
• knowledge/frameworks/content-copywriting/perception-engineering.md

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:
   • python scripts/quality_gates/banned_word_check.py <file>
3. Run the Four U's score on the positioning statement and taglines:
   • python scripts/quality_gates/four_us_score.py <file>
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.