brand-strategy

Input: .design/branding/{brand}/BRIEF.md + discover chunks Output: .design/branding/{brand}/strategy/ (5 chunks + INDEX.md) Agent: gsp-brand-strategist

<execution_context> @${CLAUDE_SKILL_DIR}/../../templates/phases/strategy.md @${CLAUDE_SKILL_DIR}/../../references/brand-archetypes.md @${CLAUDE_SKILL_DIR}/../../references/positioning-frameworks.md @${CLAUDE_SKILL_DIR}/../../references/voice-tone.md </execution_context>

Scan .design/branding/ for brand directories. One brand → use it. Multiple → use AskUserQuestion.

Set BRAND_PATH = .design/branding/{brand} If missing, tell user to run /gsp:start first.

Step 1: Load context

Read {BRAND_PATH}/BRIEF.md — business, personas, brand essence, competitive landscape.

Chunk-first: Read {BRAND_PATH}/discover/INDEX.md. If it exists, load all 4 discover chunks. Fallback: If INDEX.md doesn't exist, proceed without — strategy can run on BRIEF.md alone.

Step 2: Present strategic opportunity

Synthesize research + brief into a focused insight:

• Competitive gaps — where the market underserves
• White space — unoccupied positions
• Persona tension — unmet needs from BRIEF.md personas

Frame as: "Here's where this brand can win." Keep it to 4-6 lines.

Step 3: Archetype selection

Use AskUserQuestion with 2-3 archetype candidates. Each option:

• Label: archetype name
• Description: strategic reasoning — why it fits the personas and gaps
• Preview: example sentence in that archetype's voice

Push a recommendation. Let user choose, adjust, or blend.

Step 4: Positioning challenge

Show competitive landscape on 2 axes. Use AskUserQuestion with 2 options:

• Safe play — description: where it sits, nearby competitors, lower risk / preview: positioning statement
• Bold play — description: white space, differentiation, what the risk is / preview: positioning statement

Push for bold. Let user decide.

Step 5: Voice direction

Reference brand essence from BRIEF.md. Use AskUserQuestion with 2-3 voice directions:

• Label: 3-word voice set (e.g. "Precise, Inventive, Grounded")
• Description: how these words differentiate and what they signal
• Preview: example sentence in that voice

Step 5.5: Style direction

Read {BRAND_PATH}/discover/mood-board-direction.md and look for the Style Affinity section. If it exists and recommends presets:

Present the style direction to the user. Use AskUserQuestion with options:

• One option per recommended preset — Label: preset name, Description: why the researcher recommended it (tag matches + rationale)
• No preset — "Build the visual identity from scratch without a style base"

Store the user's choice in {BRAND_PATH}/config.json → system_config.style_base as an array of preset slugs (e.g. ["swiss-minimalist"]). If "No preset" → leave as [].

If the Style Affinity section doesn't exist or discover was skipped, skip this step silently.

Step 6: Spawn strategist

With confirmed archetype, positioning, and voice direction, spawn the gsp-brand-strategist agent with:

• BRIEF.md content
• All discover chunks
• Confirmed archetype, positioning, voice direction
• Strategy output template
• Brand archetypes reference
• Positioning frameworks reference
• Voice-tone reference
• Audit chunks if they exist: evolution-map.md, equity-analysis.md
• brand_mode from config.json
• style_base from config.json (may be empty)
• Output path: {BRAND_PATH}/strategy/

The agent writes 5 chunks + INDEX.md:

1. positioning.md
2. archetype.md
3. brand-platform.md
4. voice-and-tone.md
5. messaging.md
6. INDEX.md

Step 7: Perspective check

Load BRIEF.md personas. Present brief stress-test:

"Stress-testing from three angles:

{Primary persona name}: {1-line reaction — would they trust this?} Skeptic: {1-line challenge to the boldest decision} {Top competitor}: {1-line — is the brand differentiated enough?}

Concerns?"

Use AskUserQuestion:

• Lock it in — "Strategy looks solid"
• Adjust — "I want to change something"

If adjust → loop back. If confirmed → proceed.

Step 8: Update state and route

Update {BRAND_PATH}/STATE.md: set Phase 2 (Strategy) to complete.

Render phase transition, then use AskUserQuestion:

• Continue to identity — "create visual identity"
• View progress — "see the full dashboard"
• Done for now — "pick up later with /gsp:start"