Deep-dive reference for positioning templates, archetype catalog, and voice/tone matrices. Load this file when the task requires filling in a specific template
Brand Frameworks provides detailed templates, archetype catalogs, and voice and tone matrices to guide precise brand positioning and messaging. It offers structured approaches like the Elevator Pitch, Jobs-to-be-Done positioning, and one-sentence brand promises, helping marketers craft clear, consistent narratives that resonate with target audiences. The included archetypes—such as The Innocent, The Explorer, and The Hero—offer voice and messaging cues tied to emotional drivers and brand strategy, enabling alignment across campaigns and channels.
This skill is designed for performance marketers and agency strategists who need to develop or refine brand messaging that supports conversion and customer engagement. Growth leads working on positioning new products or rebranding existing ones will find the archetype catalog and narrative templates useful for internal alignment and external communication. SEO and PPC operators can leverage the clear framing to optimize ad copy and landing page messaging, ensuring consistency with broader brand promises.
Practitioners begin by selecting a positioning template that fits the product or campaign context, such as using the Elevator Pitch for consumer-focused storytelling or JTBD for feature-driven positioning. Next, they identify the appropriate brand archetype based on the emotional core and voice traits relevant to their audience and category. Then, marketers use the voice and tone matrices tied to each archetype to craft or audit messaging across channels. Finally, the one-sentence brand promise template is applied to distill the positioning into a concise, repeatable statement for internal and external use.
How do I choose the right archetype for my brand? Select the archetype whose core desire and voice qualities best align with your target customers’ motivations and purchase drivers. Can these templates be adapted for B2B products? Yes, archetypes like The Sage and The Hero are especially suited for B2B tech and professional services messaging. Should I use multiple positioning templates at once? It’s best to start with one clear framework to maintain consistency, then layer others only if they complement the core narrative without diluting focus.
Attach this skill when a task requires filling in a brand positioning template or selecting a brand voice for messaging development. Expect to receive structured narrative frameworks and archetype guidance tailored to your product or client scenario. This will support clear, repeatable messaging foundations that integrate seamlessly into campaign and content workflows. For more on applying brand frameworks effectively, refer to...
For broader context, see our roundup of claude marketing skills, and read Claude Code workflows for marketing agencies for related setup guidance.