{"id":"ac024d13-0e91-4efa-9439-daf686a8077e","shortId":"4WSGAw","kind":"skill","title":"brand-storytelling","tagline":"Create a Brand Storytelling Pack: brand narrative, founder story, channel scripts, Q&A bank.","description":"# Brand Storytelling\n\n## Scope\n\n**Covers**\n- Crafting a clear **brand narrative** (what you stand for + why people should care)\n- Writing a **founder/origin story** anchored on a single “five-second moment” of realization or transformation\n- Turning narrative into **usable scripts** (website, pitch, social, team)\n- Planning “**build in public**” storytelling for founders/teams (cadence + guardrails)\n- Preparing **pithy answers** and a Q&A bank for pitches and interviews\n\n**When to use**\n- “Write or refresh our brand story / founder story / origin story.”\n- “We need a narrative for our website, pitch deck, and social posts.”\n- “Help us find the ‘moment’ in our origin story and make it memorable.”\n- “Create a build-in-public storytelling plan for the founder/team.”\n- “Prep our pithy story + Q&A for fundraising / press / a keynote.”\n\n**When NOT to use**\n- You need to decide your ICP/positioning first (use `positioning-messaging`).\n- You need a full visual identity system (logo, typography, brand book, UI kit).\n- You want fictionalized or unverifiable claims (this skill will not fabricate facts).\n- You’re making regulated/high-risk claims (medical/legal/financial) without expert review.\n- You need an ongoing content program with SEO topics and editorial calendar (use `content-marketing`).\n- You need to pitch journalists and manage press outreach (use `media-relations`).\n- You need a full launch campaign with channel plan, internal readiness, and runbook (use `launch-marketing`).\n\n## Inputs\n\n**Minimum required**\n- Company/product: what it is + who it’s for (1–3 sentences)\n- Primary audience + setting: customers, investors, partners, press (pick one primary)\n- Primary channel(s): website, deck/pitch, talk, social (pick 1–2)\n- Desired perception: 3–5 adjectives (e.g., “trustworthy, modern, scrappy”)\n- Story raw material: key events, constraints, “before/after”, proof points (even rough bullets)\n- Constraints: taboo words, compliance/claims rules, tone/voice\n\n**Missing-info strategy**\n- Ask up to 5 questions from [references/INTAKE.md](references/INTAKE.md) (3–5 at a time).\n- If details are missing, proceed with explicit assumptions and label unknowns/TBDs.\n- Never invent facts; offer placeholders and a short “evidence to collect” list.\n\n## Outputs (deliverables)\n\nProduce a **Brand Storytelling Pack** in Markdown (in-chat; or as files if requested), in this order:\n\n1) **Context snapshot** (audience, channels, goal, constraints)\n2) **Brand perception target** (purpose + positioning + personality; what you want people to think)\n3) **Story brief** (story type + core message + five-second moment + stakes + CTA)\n4) **Story scripts** (2-minute + 30-second + website paragraph)\n5) **Narrative beat map + proof bank** (claims → proof → emotions → CTA)\n6) **Build-in-public + distribution plan** (pillars, cadence, owners, guardrails)\n7) **Pithy answers + Q&A bank** (top questions + crisp responses)\n8) **Risks / Open questions / Next steps** (always included)\n\nTemplates: [references/TEMPLATES.md](references/TEMPLATES.md)  \nExpanded guidance: [references/WORKFLOW.md](references/WORKFLOW.md)\n\n## Workflow (8 steps)\n\n### 1) Intake + success definition\n- **Inputs:** User context + [references/INTAKE.md](references/INTAKE.md).\n- **Actions:** Identify the primary audience, channel(s), and what must change (belief, trust, recall, conversion). Capture constraints and known proof.\n- **Outputs:** Context snapshot + assumptions/TBDs list.\n- **Checks:** You can answer in one sentence: “After hearing/reading this story, the audience will _____.”\n\n### 2) Define the brand perception you’re shaping\n- **Inputs:** Desired perception; product basics; any positioning notes.\n- **Actions:** Draft a brand perception target using purpose/positioning/personality (what you want people to think you are).\n- **Outputs:** Brand perception target (v1).\n- **Checks:** The perception target is specific enough that a teammate could choose tone + examples that match it.\n\n### 3) Pick the story type and the “five-second moment”\n- **Inputs:** Founder/customer/product raw material.\n- **Actions:** Choose the story type (brand/founder/origin/customer). Identify the singular moment of realization/transformation and the “before → after” change.\n- **Outputs:** Story brief with five-second moment and stakes.\n- **Checks:** The moment can be described in 1–2 sentences and is meaningfully different from generic “we had an idea.”\n\n### 4) Outline the narrative arc (context → tension → moment → new belief)\n- **Inputs:** Story brief.\n- **Actions:** Write a beat outline that spends most of the time creating context for the moment, then lands the new belief and why it matters.\n- **Outputs:** Narrative beat map (beats + claims + proof).\n- **Checks:** Each beat has a job (context, tension, insight, proof, invitation) and no beat is fluff.\n\n### 5) Draft scripts for the target channels\n- **Inputs:** Beat map; channel constraints.\n- **Actions:** Write the story in multiple lengths: 2-minute talk track, 30-second version, and a website paragraph. Tailor language to the audience and include an explicit CTA.\n- **Outputs:** Story scripts (v1).\n- **Checks:** Each version fits its length and can be read aloud without sounding like copy.\n\n### 6) Add proof + identity hooks (make it believable and sticky)\n- **Inputs:** Proof points (metrics, quotes, examples) + audience motivations.\n- **Actions:** Attach proof to key claims. For consumer: add identity-based associations (“this is who you become”) without manipulation or false promises.\n- **Outputs:** Proof bank + identity hook lines + “say/do” alignment notes.\n- **Checks:** No major claim is unsupported; unknown proof is labeled “to validate.”\n\n### 7) Plan distribution and “build in public”\n- **Inputs:** Channels, team capacity, constraints.\n- **Actions:** Create a practical plan for founder/team storytelling (content pillars, cadence, owners). Include guardrails (no confidential info; be honest about uncertainty).\n- **Outputs:** Build-in-public + distribution plan.\n- **Checks:** The plan is feasible for the team and includes a weekly cadence you can actually run.\n\n### 8) Rehearse for pithy delivery + run the quality gate\n- **Inputs:** Scripts + Q&A needs.\n- **Actions:** Generate pithy answers (1 sentence) for the top questions. Run [references/CHECKLISTS.md](references/CHECKLISTS.md) and score with [references/RUBRIC.md](references/RUBRIC.md). Add Risks/Open questions/Next steps.\n- **Outputs:** Final Brand Storytelling Pack.\n- **Checks:** A teammate can repeat the core story after one read, and the story is truthful and consistent with the brand perception target.\n\n## Quality gate (required)\n- Use [references/CHECKLISTS.md](references/CHECKLISTS.md) and [references/RUBRIC.md](references/RUBRIC.md).\n- Always include: **Risks**, **Open questions**, **Next steps**.\n\n## Examples\n\n**Example 1 (B2B SaaS):** “Use `brand-storytelling` to write our founder story for a seed pitch and our website About page. Audience: investors + early customers. Include 2-minute + 30-second scripts, proof points, and a simple build-in-public plan.”  \nExpected: story brief (five-second moment), scripts in 3 lengths, proof bank, distribution plan, and Q&A bank.\n\n**Example 2 (Consumer):** “We’re launching a consumer app and want a brand story that creates identity-based loyalty (but stays honest). Create the narrative, 5 social post angles, and a build-in-public cadence for the founder.”  \nExpected: brand perception target + identity hooks, story scripts, beat map, and a practical content plan with guardrails.\n\n**Boundary example (fabrication):** “Make up a more dramatic origin story and add numbers we don’t have.”\nResponse: refuse fabrication; offer a structure with placeholders and an evidence-to-collect list.\n\n**Boundary example (redirect to content-marketing):**\n“Create a 3-month blog strategy with SEO-validated topics and an editorial calendar, plus write our brand story.”\nResponse: the blog/SEO program belongs in `content-marketing`. Use this skill for the brand narrative and origin story; then feed the narrative into your content program.\n\n## Anti-patterns\n\n1. **Generic origin story** — “We saw a problem and decided to solve it” with no specific moment, stakes, or emotion. The five-second moment must be vivid, singular, and meaningfully different from any other company’s story.\n2. **All aspiration, no proof** — Crafting a narrative filled with bold claims (“we’re redefining the industry”) but attaching zero evidence, customer outcomes, or concrete examples. Every key claim needs a proof point or explicit placeholder.\n3. **Confusing brand story with positioning** — Trying to define ICP, competitive differentiation, and messaging framework inside a storytelling exercise. If positioning is not settled, pause and use `positioning-messaging` first.\n4. **One-size-fits-all script** — Writing a single 2-minute version and copy-pasting it for pitch decks, social posts, and website About pages. Each channel needs a tailored length and tone.\n5. **Ignoring the “say/do” gap** — Telling a story that is not backed by actual company behavior. If the narrative says “we put customers first” but the company has no customer feedback loop, flag the gap explicitly.","tags":["brand","storytelling","lenny","skills","plus","liqiongyu","agent-skills","ai-agents","automation","claude","codex","prompt-engineering"],"capabilities":["skill","source-liqiongyu","skill-brand-storytelling","topic-agent-skills","topic-ai-agents","topic-automation","topic-claude","topic-codex","topic-prompt-engineering","topic-refoundai","topic-skillpack"],"categories":["lenny_skills_plus"],"synonyms":[],"warnings":[],"endpointUrl":"https://skills.sh/liqiongyu/lenny_skills_plus/brand-storytelling","protocol":"skill","transport":"skills-sh","auth":{"type":"none","details":{"cli":"npx skills add liqiongyu/lenny_skills_plus","source_repo":"https://github.com/liqiongyu/lenny_skills_plus","install_from":"skills.sh"}},"qualityScore":"0.474","qualityRationale":"deterministic score 0.47 from registry signals: · indexed on github topic:agent-skills · 49 github stars · 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