This is a framework for defining a brand's unique position in the market and establishing differentiation strategies.
Core Frameworks
1. Golden Circle (Simon Sinek)
WHY (왜) → HOW (어떻게) → WHAT (무엇을)
| Level | Question | Example |
|---|---|---|
| WHY | Why does this brand exist? | Providing leisure in life through coffee |
| HOW | How is it achieved? | Single-origin specialty coffee |
| WHAT | What does it offer? | Beans, drip bags, experience |
2. Positioning Statement Template
For [Target Customer]
Who [Customer Need/Want]
[Brand Name] is a [Category]
That [Key Benefit]
Unlike [Competitors]
Because [Reason to Believe]
Example (Dante Coffee):
For 바쁜 직장인과 프리랜서
Who 일상 속 작은 여유와 품격 있는 커피를 원하는
Dante Coffee는 스페셜티 커피 브랜드로서
편리하면서도 프리미엄한 커피 경험을 제공합니다.
일반 인스턴트 커피와 달리
싱글오리진 원두와 전문 로스팅 기술로 차별화됩니다.
3. Brand Essence
Define the core of the brand in one word or one sentence.
Structure:
- Functional Benefit: Functional benefits
- Emotional Benefit: Emotional benefits
- Brand Personality: Brand personality
- Brand Essence: Core essence
4. Perceptual Mapping
High Quality
↑
|
Affordable ←---------+---------→ Premium
|
↓
Mass Market
Analysis Tools
SWOT Analysis
| Internal | External |
|---|---|
| Strengths (Strengths) | Opportunities (Opportunities) |
| Weaknesses (Weaknesses) | Threats (Threats) |
3C Analysis
- Company: Internal analysis
- Customer: Customer analysis
- Competitor: Competitor analysis
USP (Unique Selling Proposition)
- Unique: What competitors do not offer
- Selling: What influences purchase decisions
- Proposition: What can be clearly communicated
Brand Architecture
Brand Elements
| Element | Description | Example |
|---|---|---|
| Brand Name | Brand name | Dante Coffee |
| Tagline | Slogan | "A moment of leisure, with Dante" |
| Visual Identity | Logo, color, font | Warm brown tones |
| Brand Voice | Communication style | Warm and professional |
Tone & Manner
Voice Attributes:
- Professional but Warm
- Authentic
- Inviting
- Passionate
Implementation Checklist
- Golden Circle definition completed
- Positioning Statement written
- Brand Essence defined in one sentence
- SWOT analysis completed
- Competitive position mapping
- Derive 3 USPs
- Tone & Manner guide written
File Storage
Brand analysis documents are saved in the project's standard directory structure.
{project}/
├── reports/
│ └── brand/ # 브랜드 분석 문서 저장 위치
│ ├── brand-strategy-brief.md
│ ├── swot-analysis.md
│ └── competitive-analysis.md
└── tmp/ # 초안 및 임시 파일
File naming convention
{project}/reports/brand/{document-type}-{date}.md
예시:
reports/brand/brand-strategy-brief-20240115.md
reports/brand/swot-analysis-20240115.md
reports/brand/positioning-map-20240115.md
Usage
This skill is referenced by the brand-strategist agent during brand analysis.
1. 브랜드 문서 수집
2. Golden Circle 프레임워크 적용
3. Positioning Statement 작성
4. SWOT 분석 수행
5. Brand Strategy Brief 산출 → reports/brand/ 저장