Brand Discovery
Run upstream brand discovery covering audience research, competitive landscape...
Install
npx skills add rampstackco/claude-skills --skill brand-discovery -g -a claude-code -y- Repository
- rampstackco/claude-skills1k
- Category
- Marketing
- Updated
- 9d ago
- License
- MIT
- Context cost
- Mediumabout 2,207 tokens
- Runs scripts
- No, instructions only
What it does
Run upstream brand discovery covering audience research, competitive landscape, category dynamics, problem space, and positioning territory exploration. Use this skill at the very start of a brand or website project when the user needs to understand who they're for, who they compete with, what the audience actually needs, and where the brand could plausibly stand. Triggers on brand discovery, audience research, market research, competitive scan, category research, customer research, who is this for, who are we, positioning research, intake, kickoff. Also triggers when a creative brief is requested but the upstream inputs (audience, competitors, problem space) are not yet clear.
Brand Discovery
Upstream of every brief, identity, and content plan. Discovery answers four questions: who the brand is for, what they need, who else is competing for that need, and where the brand could plausibly stand that competitors do not.
When to use
- The very first phase of a new brand or website project
- Understanding an audience before any creative work begins
- Mapping competitors and category dynamics
- Surfacing the problem space the brand will operate in
- Generating positioning territories before brief or ideation
- When a creative brief was requested but the inputs are missing
When NOT to use
- The audience and category are already well-understood (jump to
creative-brieforbrand-ideation) - Validating a specific design or feature with users (use
usability-testing) - Mapping the customer journey of an existing audience (use
journey-mapping) - Generating brand names or visual directions (use
brand-ideation)
Required inputs
- The product, service, or organization being branded
- Whatever is already known about the audience and category (often very little)
- Access to existing materials (sales calls, support tickets, reviews, analytics)
- Any constraints (parent brand, regulatory, geographic)
- A timeline (a 1-week discovery looks different than a 6-week one)
The framework: 4 dimensions
Discovery covers four dimensions. Each has its own sources, methods, and outputs.
1. Audience
Who specifically does this serve?
Layers to surface:
- Demographic: Age range, geography, language, life stage, income (only if relevant; do not over-collect demographics)
- Psychographic: Values, motivations, beliefs, fears
- Behavioral: What they currently do to address the problem, what tools they use, where they spend time online and offline
- Jobs-to-be-done: The functional, emotional, and social jobs they hire a brand to perform
Sources:
