Brand strategy in B2B is often treated as marketing fluff. It is actually the foundation that determines whether your content, sales, and product investments compound or scatter. Claude can help you draft and test brand strategy components — but the strategic conviction has to be yours. Here is the framework and prompts.
1. Brand purpose. Why we exist beyond making money. The thing employees rally around.
2. Brand promise. What customers can count on us for. The compact we make.
3. Brand personality. How we show up — voice, attitude, sensibility.
4. Brand positioning. Who we are for, against whom we differentiate. See positioning guide.
5. Brand expression. Visual identity, language, tone — how the brand looks and sounds in the world.
I am drafting a brand purpose for [COMPANY].
What we do: [SHORT]
Who we serve: [SHORT]
What the founders genuinely believe is broken in this category: [HONEST ANSWER]
What would not exist in the world if we stopped operating tomorrow: [HONEST ANSWER]
Generate 5 candidate purpose statements. Each should:
- Be a single sentence under 25 words
- Speak to a belief or change in the world, not a product feature
- Be specific enough that competitors could not credibly claim the same
- Sound like something an employee would actually quote in conversation
- Avoid platitudes ("changing the world", "transforming industries")
After the 5 candidates, recommend the strongest with reasoning. Define brand personality for [COMPANY]. What we sell: [SHORT] Who we sell to: [SHORT] What we want customers to feel about us: [HONEST DESCRIPTORS] What we want to NOT feel like (anti-personality): [HONEST DESCRIPTORS] Generate: 1. Top 5 personality descriptors with proof points (specific moments or behaviors that show each) 2. Top 5 anti-personality descriptors (what we are NOT) 3. The single personality archetype this maps to most closely (use the 12 brand archetypes — Hero, Sage, Outlaw, etc.) 4. 3 examples of how this personality shows up in marketing copy 5. 3 examples of competitor companies whose personality is similar (and how we would differentiate within that) The output should be tight enough to brief a designer or copywriter who has never worked with us.
Whether the brand promise is achievable. AI can help articulate it; you have to live up to it.
Whether the purpose is real. Customers can tell when brand purpose is invented for marketing vs. authentic. AI cannot manufacture authenticity.
Whether you are willing to defend the positioning. Sharp positioning means alienating some segments. AI shows trade-offs; you choose.
Whether to invest in brand vs. demand gen. Resource allocation decision that depends on stage, runway, and CEO conviction.