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brand-discovery

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Brand Discovery

品牌探索

Use this skill to conduct a structured, adaptive brand identity interview. The goal is a complete 
90_SYNTHESIS.md
— a master brandbook the organization can use to brief designers, writers, and external collaborators.
The interview runs across multiple sessions. Capture answers to disk as you go so that no elicited knowledge is lost when a conversation ends, and so a later session can resume from where the last one stopped.
使用此skill开展结构化、适应性的品牌身份访谈。 目标是生成完整的
90_SYNTHESIS.md
——一份组织可用于向设计师、文案和外部合作者传达要求的主品牌手册。
访谈分为多个会话进行。随时将答案保存到磁盘，这样即使对话结束也不会丢失获取到的信息，后续会话可从上次中断的地方继续。

When to Activate

适用场景

  • A brand is being created, repositioned, or needs a written identity reference to brief collaborators.
  • Multiple sessions are expected — the conversation will span days or weeks.
  • Multiple founders or stakeholders need individual interviews before a reconciliation pass.
  • The user wants a structured, repeatable method rather than an ad-hoc chat.
  • Existing brand documentation is scattered, implicit, or founder-dependent and needs to be made explicit.
  • 品牌正在创建、重新定位，或需要一份书面的品牌身份参考资料来向合作者传达要求。
  • 预计需要多轮会话——访谈将持续数天或数周。
  • 多位创始人或利益相关者需要先接受单独访谈，再进行统一梳理。
  • 用户需要一种结构化、可重复的方法，而非即兴聊天。
  • 现有品牌文档分散、不明确或依赖创始人记忆，需要将其明确化。

Session start protocol

会话启动流程

On every activation, perform these steps before asking any interview question:
  1. Check for prior progress. Look for an existing set of module files and a 
    state.json
    checkpoint in the project's brand-identity directory. If none exists, this is a fresh start — confirm the brand name, participants, and where to save the brand-identity files, then begin at the first module.
  2. Read the current module file if one is in progress, and scan its Raw section for previously captured answers.
  3. Report to the user in two or three sentences: which module we are in, its status, and what remains. Then ask: "Continue here, or switch module?"
每次激活时，在提出任何访谈问题之前执行以下步骤：
  1. 检查过往进度：在项目的brand-identity目录中查找现有的模块文件和
    state.json
    checkpoint。如果不存在，则为全新启动——确认品牌名称、参与者以及品牌身份文件的保存位置，然后从第一个模块开始。
  2. 读取当前模块文件（如果有正在进行的模块），并扫描其Raw部分以查看之前记录的答案。
  3. 向用户汇报：用两三句话说明当前所处的模块、状态以及剩余任务。然后询问："是否继续当前模块，还是切换模块？"

Interview discipline

访谈原则

Apply these rules throughout every module:
  1. One question at a time. Never present a list of questions.
  2. After each answer: short paraphrase → one deepening probe OR close the thread if the topic is saturated. Never move on silently.
  3. Laddering: for every "what" answer, follow with "Why does that matter to you?" until a core value surfaces (typically two to four iterations).
  4. 5 Whys: for beliefs or positioning claims — push until the root reason, not the surface declaration, is on the table.
  5. Detect thin answers: if generic, jargon-heavy, or vague, ask for one concrete example, a client story, or a number.
  6. Projective techniques (use once per module to break a plateau):
    • "If the brand were a person, how would they walk into a room?"
    • Brand obituary: "If the organization closed in five years, what would customers miss? What would you regret not having said?"
    • Competitive contrast: "Name one peer you admire but would never want to become. What specifically makes them the wrong model?"
  7. Saturation signal: when two consecutive probes produce no new information, summarise and close the module.
  8. End of module: write a structured module file with two sections: 
    • ## Raw
      — verbatim quotes and examples.
    • ## Synthesis
      — your interpretation, three candidate formulations, open questions, contradictions between participants. Then update the 
      state.json
      checkpoint (see State protocol below).
在每个模块全程遵循以下规则：
  1. 一次只提一个问题：绝不列出多个问题。
  2. 每个回答之后：简短复述 → 提出一个深入问题，或在话题已充分探讨时结束该线程。绝不沉默地进入下一个话题。
  3. Laddering：对于每个"是什么"的回答，跟进提问"这对您来说为什么重要？"，直到核心价值显现（通常需要2-4轮迭代）。
  4. 5 Whys：对于信念或定位主张——深入挖掘直到找到根本原因，而非停留在表面表述。
  5. 识别空泛回答：如果回答过于通用、充满行话或模糊不清，要求提供一个具体例子、客户案例或数据。
  6. Projective techniques（每个模块使用一次以打破僵局）：
    • "如果这个品牌是一个人，他会如何走进房间？"
    • 品牌讣告："如果该组织在五年内关闭，客户会错过什么？您会后悔没有说过什么？"
    • 竞品对比："说出一个您钦佩但绝不希望效仿的同行。是什么让他们成为错误的榜样？"
  7. 饱和信号：当连续两个深入问题没有产生新信息时，总结并结束该模块。
  8. 模块结束：编写结构化的模块文件，包含两个部分： 
    • ## Raw
      —— 原始引用和例子。
    • ## Synthesis
      —— 你的解读、三个候选表述、未解决的问题、参与者之间的矛盾点。 然后更新
      state.json
      checkpoint（见下文状态记录流程）。

Module sequence

模块顺序

FileLabelFrameworks used
10_purpose-why.md
Purpose / WhySinek Golden Circle, Lencioni
20_positioning.md
PositioningDunford "Obviously Awesome", Moore template
30_audience-niche.md
Audience & NicheBaker "Business of Expertise", ICP
40_personality-archetype.md
Personality & ArchetypeMark & Pearson 12 archetypes, J. Aaker 5 dims
50_voice-tone.md
Voice & ToneBrand voice guidelines
60_narrative-story.md
Narrative / StoryNeumeier trueline, brand story arc
70_founder-tension.md
Founder Brands vs Studio BrandEnns "Win Without Pitching"
90_SYNTHESIS.md
Master BrandbookKapferer prism, Aaker brand system
Complete modules in order. Honour a user request to jump modules and note the skip in 
state.json
.
文件标签使用的框架
10_purpose-why.md
宗旨/存在意义Sinek Golden Circle, Lencioni
20_positioning.md
品牌定位Dunford "Obviously Awesome", Moore模板
30_audience-niche.md
受众与细分市场Baker "Business of Expertise", ICP
40_personality-archetype.md
品牌个性与原型Mark & Pearson 12原型, J. Aaker 5维度
50_voice-tone.md
品牌语气与语调品牌语气指南
60_narrative-story.md
品牌叙事与故事Neumeier trueline, 品牌故事弧
70_founder-tension.md
创始人品牌vs工作室品牌Enns "Win Without Pitching"
90_SYNTHESIS.md
主品牌手册Kapferer品牌棱镜, Aaker品牌系统
按顺序完成模块。若用户要求跳转模块，需在
state.json
中记录该跳过操作。

State write protocol

状态记录流程

After each module reaches saturation or done status, write two files:
Module file at 
modules/{moduleFile}
— full Raw and Synthesis content.
state.json
 — a lightweight checkpoint so a later session can resume. Update 
completedModules
, 
inProgressModule
, 
nextModule
, 
lastUpdated
. Schema:
json
{
  "session": "{brand_name}-brand-{YYYY-MM}",
  "outputPath": "{path_to_brand_identity_directory}",
  "completedModules": [],
  "inProgressModule": "10_purpose-why.md",
  "nextModule": "20_positioning.md",
  "participants": ["founder-A"],
  "lastUpdated": "{ISO-8601}"
}
After writing, confirm: "Module X saved. State updated. Next: Y."
Terminal module (90_SYNTHESIS.md): when writing the final synthesis, set 
inProgressModule
to 
"90_SYNTHESIS.md"
and 
nextModule
to 
null
in 
state.json
. After writing, set 
completedModules
to include 
"90_SYNTHESIS.md"
, then set 
inProgressModule
to 
null
— leaving it populated would cause a future resumption to treat the completed brandbook as still in progress. Confirm: "Brandbook complete. All modules saved."
每个模块达到饱和或完成状态后，编写两个文件：
模块文件 保存至
modules/{moduleFile}
—— 包含完整的Raw和Synthesis内容。
state.json
 —— 轻量级检查点，以便后续会话可以恢复。更新
completedModules
、
inProgressModule
、
nextModule
、
lastUpdated
。 Schema：
json
{
  "session": "{brand_name}-brand-{YYYY-MM}",
  "outputPath": "{path_to_brand_identity_directory}",
  "completedModules": [],
  "inProgressModule": "10_purpose-why.md",
  "nextModule": "20_positioning.md",
  "participants": ["founder-A"],
  "lastUpdated": "{ISO-8601}"
}
编写完成后，确认告知："模块X已保存。状态已更新。下一模块：Y。"
最终模块（90_SYNTHESIS.md）：编写最终总结时，在
state.json
中将
inProgressModule
设为
"90_SYNTHESIS.md"
，
nextModule
设为
null
。编写完成后，将
"90_SYNTHESIS.md"
加入
completedModules
，然后将
inProgressModule
设为
null
——如果保留该字段值，未来恢复会话时会将已完成的品牌手册视为仍在进行中。确认告知："品牌手册已完成。所有模块已保存。"

Multi-founder mode

多创始人模式

When more than one founder participates, write each founder's answers to 
founders/{participant}.md
instead of the main module files. Validate the 
participant
name before writing: accept only alphanumeric characters and hyphens (e.g. 
founder-a
, 
anna
); reject names containing path separators (
/
, 
\
, 
..
) or special characters. Validate 
moduleFile
against the enumerated module sequence (10 through 90 only). Validate 
outputPath
to ensure it is an absolute path within the project directory — reject relative paths and paths that escape via 
..
segments. After all founders complete a module, run a reconciliation pass: summarise convergences and divergences in the module file, flag "productive tensions" for the group alignment workshop.
当有多位创始人参与时，将每位创始人的答案写入
founders/{participant}.md
，而非主模块文件。写入前验证
participant
名称：仅接受字母数字字符和连字符（例如
founder-a
、
anna
）；拒绝包含路径分隔符（
/
、
\
、
..
）或特殊字符的名称。验证
moduleFile
是否符合指定的模块序列（仅10至90的模块）。验证
outputPath
确保其为项目目录内的绝对路径——拒绝相对路径和通过
..
段跳出项目目录的路径。所有创始人完成一个模块后，进行统一梳理：在模块文件中总结共识与分歧，标记"建设性张力"以便团队对齐研讨会讨论。

Anti-Patterns

反模式

  • Starting without reading state first. Every session must open by checking for existing module files and 
    state.json
    . Skipping this loses all continuity from prior sessions.
  • Asking multiple questions at once. One question at a time is not optional — lists produce checklist answers, not real insight.
  • Moving to Synthesis before saturation. If the last two probes produced no new information, the module is done. If they did — it isn't.
  • Skipping multi-founder reconciliation. When multiple stakeholders are involved, individual interviews must complete before reconciliation. Discussing the brand collectively first introduces anchoring bias.
  • Treating this as a one-shot session. This skill is designed for multiple sessions. Rushing to 
    90_SYNTHESIS.md
    in one conversation produces shallow output.
  • 未读取状态就启动：每次会话必须先检查现有模块文件和
    state.json
    。跳过此步骤会丢失过往会话的所有连续性。
  • 一次提出多个问题：一次只提一个问题是硬性要求——列出多个问题会得到checklist式的答案，而非真正的洞见。
  • 未达到饱和就进入总结：如果最后两个深入问题没有产生新信息，模块才算完成。如果产生了新信息，则未完成。
  • 跳过多创始人统一梳理：当有多位利益相关者参与时，必须先完成单独访谈再进行统一梳理。先集体讨论品牌会引入锚定偏差。
  • 将其视为一次性会话：此skill专为多轮会话设计。在一次对话中仓促完成
    90_SYNTHESIS.md
    会导致输出内容肤浅。

Related Skills

相关skill

  • competitive-platform-analysis
    — after brand-discovery establishes the positioning brief, use this to scope and categorise the competitor set.
  • brand-voice
    (ECC) — if the brand-discovery voice-and-tone module needs a separate, source-derived writing-style profile.
  • competitive-platform-analysis
    —— 品牌探索确定定位brief后，使用此skill来梳理和分类竞品集合。
  • brand-voice
    (ECC) —— 如果品牌探索的语气与语调模块需要一份独立的、基于原始资料的写作风格简介，可以使用此skill。