petrogurcak/brand-strategy

Brand Strategy

Strategic foundation for brands — from customer insight through positioning, narrative, personality, to distinctive assets. Synthesizes Dunford, Neumeier, Miller, Kapferer, Pearson/Mark, Sharp, Wheeler, Aaker, and Behavio into one actionable process.

Overview

Brand strategy defines WHO the brand is, WHY it exists, and HOW it shows up. This skill walks through 5 steps that produce a complete Brand Strategy Document — the foundation for all downstream work (naming, voice, visual identity, copy).

When to Use

• Building a new brand from scratch (startup, product, service)
• Redefining/repositioning an existing brand
• Creating strategic foundation before naming or visual identity
• Defining brand personality, archetypes, and positioning

When NOT to Use

• Just naming a brand (use brand-naming)
• Just defining tone of voice (use brand-voice from copywriting)
• Just designing a logo (use logo-design)

Quick Reference

| Step | Focus | Key Frameworks | Output | | ---- | ---------------------- | --------------------------------------------------------- | ----------------------------------------------------------- | | 1 | Customer & Competition | Dunford Positioning, Miller SB7 | Customer persona, competitive alternatives, 3-level problem | | 2 | Positioning | Dunford 5-Component, Neumeier Onliness, Blue Ocean ERRC | ERRC grid, value map, Onliness Statement | | 3 | Narrative | Miller SB7 BrandScript, Kapferer Prism | BrandScript, One-Liner, relationship profile | | 4 | Personality | Pearson/Mark Archetypes, Aaker 5 Dimensions | 70/30 archetype mix, personality matrix | | 5 | Assets | Sharp Distinctive Assets, Wheeler Cognition, Behavio CEPs | Asset grid, CEP map, visual brief |

Common Mistakes

• Starting with visual identity before strategy (logo before positioning)
• Picking archetype by "what sounds cool" instead of customer motivation
• Writing Onliness Statement that isn't actually unique (test: does "JEDINA" ring true?)
• Skipping internal problem in SB7 (customers buy solutions to INTERNAL problems)
• Too many CEPs — focus on 5-7 where you can realistically win

Integration

| Skill | Relationship | | ------------------------------ | ---------------------------------------------------------------------- | | brand-naming | OUTPUT -> feeds naming brief (Step 2 positioning + Step 4 personality) | | brand-voice (copywriting) | OUTPUT -> feeds voice definition (Step 4 personality matrix) | | logo-design | OUTPUT -> feeds visual brief (Step 5 distinctive assets) | | uvp-optimization (marketing) | INPUT -> existing UVP can inform Step 2 | | storytelling (copywriting) | OUTPUT -> Step 3 BrandScript feeds story-driven content |

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Process

Step 0: Load Existing Context

Does a brand brief, brand-voice doc, or previous strategy exist?
|- YES -> Load it, extract what's already decided, skip resolved steps
|- NO -> Start from Step 1

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Step 1: Customer Insight & Competitive Context

Goal: Understand the customer's world and the real competitive landscape before defining the brand.

Frameworks: Dunford 10-Step Positioning (Steps 1, 4), Miller SB7 (Principles 1-2), Wheeler Phase 1

Ask one question at a time:

1. Who loves you? "Kdo jsou lide, kteri uz vas produkt/sluzbu pouzivaji a maji ho radi? Pokud zatim nemáte — kdo je vas idealni zakaznik?" (Dunford Step 1)

2. What would they use instead? "Kdyby vas produkt zitra zmizel, co by zakaznici pouzili misto nej? Nejen prime konkurenty — i Excel, pen-and-paper, nebo 'nic nedělat'." (Dunford Step 4)

3. Three-level problem:

   • External: "Jaky hmatatelny problem zakaznik resi?" (napr. kapajici kohoutek)
   • Internal: "Jak se kvuli tomu citi?" (napr. frustrace, pocit neschopnosti)
   • Philosophical: "Proc je nespravedlive, ze tento problem maji?" (napr. "Nemeli byste travit vikendy opravami") (Miller SB7 Principles 1-2)

4. Target market psychographics: "Jaka je psychografie vasich zakazniku? (postoje, hodnoty, chovani — ne jen demografie)" (Wheeler Phase 1)

[WAIT FOR ANSWERS]

Output: Uloz jako strukturovany dokument:

## Customer Insight & Competitive Context

### Target Customer

- Popis:
- Psychografie:

### Competitive Alternatives

1. [Alternative] — proc by ji zvolili
2. [Alternative] — proc by ji zvolili
3. "Nedelat nic" — proc je to real option

### 3-Level Problem

- External: [hmatatelny problem]
- Internal: [jak se kvuli tomu citi]
- Philosophical: [proc je to nespravedlive]
- Villain: [kdo/co ztělesňuje problém]

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Step 2: Core Value & Market Positioning

Goal: Differentiate the brand and claim a specific market position.

Frameworks: Dunford 5-Component Positioning (Steps 5-8), Neumeier Onliness Statement + Zag, Blue Ocean ERRC Grid, Neumeier 5 Disciplines (Differentiate)

2a. ERRC Grid (Blue Ocean)

Prezentuj 4 otazky o oborovych standardech:

| Akce | Otazka | | ------------- | --------------------------------------------------------------------- | | Eliminate | Ktere faktory, ktere obor bere za samozrejme, muzete UPLNE ODSTRANIT? | | Reduce | Ktere faktory muzete VYRAZNE SNIZIT pod oborovy standard? | | Raise | Ktere faktory muzete VYRAZNE ZVYSIT nad oborovy standard? | | Create | Ktere faktory, ktere obor nikdy nenabidl, muzete VYTVORIT? |

[WAIT FOR ANSWERS — vyplnte grid]

2b. Unique Attributes -> Value Mapping (Dunford)

Na zaklade ERRC gridu a competitive alternatives z Step 1:

1. "Jake unikatni vlastnosti mate, ktere vase alternativy nemaji?" (Dunford Step 5)
2. "Jaky prinos tyto vlastnosti doruci zakaznikovi? Vlastnost = co to dela. Hodnota = co z toho zakaznik ma." (Dunford Step 6)
3. "Komu na teto hodnote zalezi NEJVIC?" (Dunford Step 7)

2c. Market Category (Dunford)

Prezentuj 3 typy framovani trhu:

| Typ | Kdy pouzit | Riziko | | ------------------------ | --------------------------------------------------------- | -------------------------------- | | Head to Head | Mate jasnou prevahu v existujici kategorii | Vysoke — musíte porazit lidera | | Big Fish, Small Pond | Nemuzete porazit lidera, ale muzete dominovat podsegmentu | Nizke — nejbezpecnejsi cesta | | Create New Category | Produkt nedava smysl v zadne existujici kategorii | Velmi vysoke — musíte edukat trh |

"Ktery typ nejlepe popisuje vasi situaci?" (Dunford Step 8)

[WAIT FOR ANSWER]

2d. Onliness Statement (Neumeier)

Na zaklade vsech predchozich odpovedi formuluj:

"Nase znacka je JEDINA [kategorie], ktera [benefit/rozdil] pro [publikum] v [lokalita/kontext], kteri chteji [potreba/touha]."

Test spravnosti: Pokud slovo "JEDINA" nezni pravdive, je strategie slaba. Bud zuzit kategorii, nebo inovovat produkt.

Output:

## Positioning

### ERRC Grid

| Eliminate | Reduce | Raise | Create |
| --------- | ------ | ----- | ------ |
| ...       | ...    | ...   | ...    |

### Value Mapping

- Unique Attribute -> Value:
  1. [attribute] -> [value for customer]
  2. [attribute] -> [value for customer]

### Market Category

- Typ: [Head to Head / Big Fish Small Pond / New Category]
- Kategorie: [nazev]

### Onliness Statement

> "[vyplneny statement]"

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Step 3: Brand Narrative & Customer Relationship

Goal: Pretvořit strategii do příběhu, definovat jak znacka interaguje se zakaznikem.

Frameworks: Miller StoryBrand SB7 (Principles 3-7), Kapferer Brand Identity Prism (Culture, Relationship, Reflection, Self-Image), Freytag Drama Arc

3a. StoryBrand BrandScript

Vyplnte 7 prvku SB7 s pouzitim dat z Step 1 a 2:

| SB7 Prvek | Otazka | Odpoved | | --------------- | ------------------------------------- | --------------------------------------------------------- | | 1. Hrdina | Co presne hrdina chce? | (ze Step 1 — target customer) | | 2. Problem | Kdo je padouch? Ext/Int/Phil problem? | (ze Step 1 — 3-level problem) | | 3. Pruvodce | Jak ukazete EMPATII a AUTORITU? | "Chapeme, jake to je..." + "Pomohli jsme 500 klientum..." | | 4. Plan | Jake 3 kroky vedou k vysledku? | 1. _ 2. _ 3. ___ | | 5. CTA | Jaka je prima vyzva k akci? | [hlavni tlacitko] | | 6. Sazky | Co se stane kdyz si nekoupi? | [negativni dusledky] | | 7. Uspech | Jak vypada zivot "pote"? | [3 benefity + identity transformation] |

[WAIT — vyplnte BrandScript]

3b. One-Liner Formula (Miller)

Na zaklade BrandScriptu formuluj:

"Mnoho [cilova skupina] bojuje s [padouch/problem]. My nabizime [produkt/sluzba], diky kteremu [uspesny vysledek]."

3c. Brand Relationship & Culture (Kapferer)

1. Culture: "Co je 'duse' vasi znacky? Z jakych hodnot, ideologie nebo tradice cerpate?" (Kapferer)
2. Relationship: "Jaky typ vztahu chcete mit se zakaznikem? (mentor, pritel, sluha, inspirator, tymovy hrac)" (Kapferer)
3. Reflection: "Jak vypada stereotypni uzivatel vasi znacky v ocich ostatnich?" (Kapferer — pozor: ne kdo zakaznik JE, ale jak ho znacka vykresluje)
4. Self-Image: "Jak se zakaznik CITI sam o sobe, kdyz vas produkt pouziva?" (Kapferer)

3d. Identity Transformation (Miller)

"Kym je vas zakaznik PRED pouzitim vaseho produktu, a kym se STANE pote?"

| Pred | Po | | --------------- | ------------- | | [identita pred] | [identita po] |

Output:

## Brand Narrative

### BrandScript (SB7)

1. Hrdina: ...
2. Problem (Ext/Int/Phil): ...
3. Pruvodce (Empatie + Autorita): ...
4. Plan (3 kroky): ...
5. CTA: ...
6. Sazky: ...
7. Uspech: ...

### One-Liner

> "..."

### Kapferer Relationship

- Culture: ...
- Relationship type: ...
- Reflection: ...
- Self-Image: ...

### Identity Transformation

| Pred | Po  |
| ---- | --- |
| ...  | ... |

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Step 4: Brand Personality & Archetypes

Goal: Definovat psychologicky charakter znacky. Vystup primo napojen na brand-voice skill.

Frameworks: Pearson & Mark 12 Brand Archetypes, Aaker 5 Dimensions of Brand Personality, Kapferer Prism (Personality)

4a. Archetyp Selection

Prezentuj 4 kvadranty a pomoz uzivateli vybrat:

Motivace -> Archetyp:

| Motivace | Cíl | Archetypy | | ---------------- | ---------------------- | ----------------------------- | | Stability | Kontrola, poradek | Tvurce, Pecovatel, Vladce | | Independence | Seberealizace, svoboda | Nevinatko, Objevitel, Mudrc | | Belonging | Spojeni s ostatnimi | Vsedni clovek, Milenec, Klaun | | Mastery | Riziko, zmena | Rebel, Mag, Hrdina |

Rozhodovaci strom:

1. "Kdo je vas uhlavni nepritel?"

   • Chaos -> Stability
   • Nuda/Omezeni -> Independence
   • Osamelost -> Belonging
   • Slabost/Stagnace -> Mastery

2. "Jaka je vase cenova hladina?"

   • Exkluzivni -> Vladce, Milenec, Mag
   • Dostupna -> Vsedni clovek, Nevinatko, Klaun

3. "Jak se chováte v krizi?"

   • Analyzujeme -> Mudrc
   • Bojujeme -> Hrdina
   • Pecujeme -> Pecovatel
   • Inovujeme -> Tvurce

70/30 Rule: Zvolte jeden Core Archetype (70% osobnosti) a jeden Influencer Archetype (30% pro diferenciaci).

[WAIT — uzivatel vybere]

Pro vybrany archetyp prezentuj:

• Motivace, cil, strategie, strach, dark side
• 3-5 znacek jako priklady
• Dopad na ton of voice, vizual, storytelling

4b. Brand Personality Dimensions (Aaker)

Na zaklade archetypu ohodnot 5 dimenzi 1-5:

| Dimenze | Facety | Score 1-5 | | ------------------ | --------------------------------- | --------- | | Sincerity | Prizemnost, poctivost, srdecnost | | | Excitement | Odvaha, energie, predstavivost | | | Competence | Spolehlivost, inteligence, uspech | | | Sophistication | Sarm, elegance, prestiz | | | Ruggedness | Outdoorovost, houževnatost, sila | |

Top 1-2 dimenze urcuji brand voice smer.

4c. Kapferer Personality Summary

Na zaklade vsech predchozich odpovedi — "Kdyby znacka byla clovek":

• Jak by mluvila?
• Jake by mela obleceni?
• Kde by travila volny cas?
• Koho by mela za pratele?

Output:

## Brand Personality

### Archetypes

- Core (70%): [archetyp] — [kratky popis]
- Influencer (30%): [archetyp] — [kratky popis]

### Aaker Dimensions

| Dimenze                     | Score |
| --------------------------- | ----- |
| Sincerity                   | X/5   |
| Excitement                  | X/5   |
| Competence                  | X/5   |
| Sophistication              | X/5   |
| Ruggedness                  | X/5   |
| **Dominant:** [top dimenze] |

### Personality Profile

- Mluvi jako: ...
- Obleka: ...
- Travi cas: ...
- Pratele: ...

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Step 5: Distinctive Assets & Mental Availability

Goal: Pretvořit strategickou identitu do rozpoznatelnych, zapamatovatelnych prvku.

Frameworks: Sharp/Romaniuk Distinctive Asset Grid + CEPs, Wheeler Sequence of Cognition + Phase 3, Kapferer Prism (Physique), Behavio 4 Levels

5a. Sequence of Cognition (Wheeler)

Mozek rozpoznava v tomto poradi:

1. Shape (tvar) — nejrychlejsi, cteni neni potreba
2. Color (barva) — spousti emoci a asociaci
3. Form/Content (text) — nejpomalejsi, vyzaduje dekodovani

"Na zaklade osobnosti z Step 4:

• Jaky primarni tvar nejlepe reprezentuje vasi znacku? (geometricky, organicky, ostrý, měkký)
• Jaka signaturni barva? (a proc — co evokuje?)
• Jaky typograficky styl?" (Wheeler Phase 3)

5b. Kapferer Physique

"Jake jsou hmatatelne fyzicke vlastnosti vasi znacky? Co zakaznik VIDI, SLYSI, CITI?"

• Vizualni prvky (logo shape, barva, font)
• Zvukove prvky (jingle, sound logo, hlas)
• Hmatove/senzorické (textura, material, vune)

5c. Distinctive Asset Grid (Sharp/Romaniuk)

Pro kazdy navrzeny asset ohodnot:

| Asset | Fame (znamost) | Uniqueness (unikatnost) | Akce | | ---------------- | -------------- | ----------------------- | -------------------------- | | Logo shape | Low/Med/High | Low/Med/High | Invest / Maintain / Retire | | Signaturni barva | | | | | Font | | | | | Zvuk/jingle | | | | | Maskot/postava | | | | | Slogan/tagline | | | |

Cil: Vsechny assety v pravo nahore (High Fame + High Uniqueness).

• High Unique, Low Fame -> Investovat do povedomí
• High Fame, Low Unique -> Genericky, potreba diferenciace
• Low/Low -> Retirovat nebo redesignovat

5d. Category Entry Points (Sharp/Behavio)

"V jakych SITUACICH by si mel zakaznik na vas vzpomenout?"

Definuj 5-7 CEPs:

| CEP (situace) | Spojeni se znackou? | Akce | | ---------------------- | ------------------- | ------- | | "Potrebuji [X]..." | Slabe/Stredni/Silne | Budovat | | "Hledam [Y]..." | | | | "Mam problem s [Z]..." | | |

Behavio 4 Levels Check:

1. Poznaji me? (Distinctive Assets) -> Step 5b
2. Pamatuji si me? (Mental Availability) -> Step 5d CEPs
3. Vyberou si me? (Preference) -> Step 2 positioning
4. Stoji jim za to? (Value) -> Step 2 value mapping

Output:

## Distinctive Assets & Mental Availability

### Sequence of Cognition

- Primary Shape: ...
- Signature Color: ... (evokuje: ...)
- Typography: ...

### Physique (Kapferer)

- Visual: ...
- Sound: ...
- Sensory: ...

### Distinctive Asset Grid

| Asset | Fame | Uniqueness | Action |
| ----- | ---- | ---------- | ------ |
| ...   | ...  | ...        | ...    |

### Category Entry Points

| CEP | Current Strength | Action |
| --- | ---------------- | ------ |
| ... | ...              | ...    |

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Step 6: Final Deliverable — Brand Strategy Document

Kompiluj vsechny vystupy do jednoho dokumentu:

# Brand Strategy: [NAZEV ZNACKY]

## 1. Customer Insight

[ze Step 1]

## 2. Positioning

[ze Step 2 — ERRC, Value Mapping, Market Category, Onliness Statement]

## 3. Brand Narrative

[ze Step 3 — BrandScript, One-Liner, Kapferer Relationship, Transformation]

## 4. Brand Personality

[ze Step 4 — Archetypes 70/30, Aaker Dimensions, Personality Profile]

## 5. Distinctive Assets

[ze Step 5 — Sequence of Cognition, Asset Grid, CEPs]

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## Dalsi kroky

- [ ] **Naming:** Pouzij `brand-naming` skill s timto briefem
- [ ] **Brand Voice:** Pouzij `brand-voice` skill s personality profilem
- [ ] **Logo:** Pouzij `logo-design` skill s distinctive asset briefem
- [ ] **Web Copy:** Pouzij `storytelling` nebo `web-copy` skill s BrandScriptem
- [ ] **Trademark check:** EUIPO/USPTO pro vybrany nazev

"Chces nektery krok projit znovu, nebo upravit neco v dokumentu?"

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Reference

Klicove frameworky

| Framework | Autor | Kniha | Pouziti v skillu | | ---------------------- | ----------------------------- | -------------------------- | ----------------------------------------------------------------------- | | 10-Step Positioning | April Dunford | Obviously Awesome | Step 1-2 — competitive alternatives, positioning | | StoryBrand SB7 | Donald Miller | Building a StoryBrand | Step 1 (problem), Step 3 (narrative) | | Onliness Statement | Marty Neumeier | Zag | Step 2 — radical differentiation | | 5 Disciplines | Marty Neumeier | The Brand Gap | Step 2 (differentiate), Step 5 (validate) | | ERRC Grid | Kim & Mauborgne | Blue Ocean Strategy | Step 2 — value innovation | | Brand Identity Prism | Jean-Noel Kapferer | Strategic Brand Management | Step 3 (culture, relationship), Step 4 (personality), Step 5 (physique) | | 12 Brand Archetypes | Margaret Mark & Carol Pearson | The Hero and the Outlaw | Step 4 — archetype selection | | 5 Dimensions | Jennifer Aaker | Brand Personality (1997) | Step 4 — personality scoring | | Distinctive Asset Grid | Byron Sharp & Jenni Romaniuk | How Brands Grow | Step 5 — asset fame/uniqueness | | Sequence of Cognition | Alina Wheeler | Designing Brand Identity | Step 5 — shape > color > form | | 5-Phase Process | Alina Wheeler | Designing Brand Identity | Overall structure inspiration | | CBBE Pyramid | Kevin Lane Keller | Strategic Brand Management | Step 5 — brand equity levels | | 4 Levels of Brand | Behavio | Atlas znacek | Step 5 — Czech market context |

Neumeier Zag — 17 Checkpoints (validation)

Use after Step 5 as final validation checklist:

1. Kdo jste? (zakladni vasen)
2. Co delate? (core kompetence)
3. Jaka je vase vize?
4. V cem jste JEDINI? (Onliness Statement)
5. Co vynechate? (co NEbudete delat)
6. Kdo je vas nepritel?
7. Jak vam rikaji? (nazev)
8. Jak o sobe mluvite? (tagline)
9. Jak vypadate? (designovy kod)
10. Kdo je vas kmen? (zakaznici)
11. Kdo jsou vasi partneri?
12. Jak se o vas lide dozvi?
13. Jak si vas lide oblibi?
14. Jak se udrzite v pameti?
15. Jak si ziskate duveru?
16. Jak se rozsirite?
17. Jak se ochranite?