Skill מיצוב מותג + קול המותג ל-Claude

מתי להשתמש

כשמישהו אומר: "Brand", "מיצוב", "Tone of voice", "Brand book", "Visual identity", "Brand archetype", "Naming".

מקור / רקע מקצועי

• April Dunford — Positioning
• Marty Neumeier — The Brand Gap
• 12 Brand Archetypes (Carl Jung)
• Brand voice frameworks (Mailchimp, etc.)

הוראות עבודה

1. Brand = הרבה יותר מלוגו

What Brand IS

• Promise ללקוח.
• Personality (איך אתה "מרגיש").
• Values (מה חשוב לך).
• Story (למה התחלנו).

What Brand is NOT

• ❌ רק לוגו.
• ❌ רק ויזואל.
• ❌ סלוגן בלבד.

2. 12 Brand Archetypes

Heroes

• The Hero — Nike (overcome challenges).
• The Outlaw — Harley Davidson (rebel).
• The Magician — Apple (transform reality).

Belonging

• The Lover — Chanel (passion).
• The Jester — Old Spice (humor).
• The Everyman — Target (relatable).

Stability

• The Caregiver — Johnson & Johnson (nurturing).
• The Ruler — Mercedes (luxury, control).
• The Creator — Lego (creativity).

Independence

• The Innocent — Coca-Cola (optimism).
• The Sage — Google (wisdom).
• The Explorer — Patagonia (adventure).

Israeli Examples

• WIX — The Creator + Sage.
• monday.com — The Caregiver + Sage.
• Castro — The Lover + Everyman.

3. Choosing Archetype

• Single primary archetype.
• Optional secondary for nuance.
• Stay consistent across touchpoints.

4. Tone of Voice

4 Dimensions (Nielsen Norman)

Funny vs Serious

• Mailchimp = Funny.
• Goldman Sachs = Serious.

Formal vs Casual

• Bank = Formal.
• Slack = Casual.

Respectful vs Irreverent

• Hospital = Respectful.
• Old Spice = Irreverent.

Enthusiastic vs Matter-of-fact

• Salesforce = Enthusiastic.
• Stripe = Matter-of-fact.

Each brand picks position on each axis.

5. Brand Voice Examples — Done Right

Mailchimp

• Funny, Casual, Respectful, Enthusiastic.
• "Hey there!" instead of "Dear Sir/Madam".
• Self-deprecating humor.

Slack

• Casual + Helpful.
• "Loading messages... almost there!"
• Conversational.

Stripe

• Serious + Matter-of-fact + Respectful.
• Concise, technical.
• No fluff.

6. Tone of Voice Document — מבנה

🎙 Brand Voice Guide

Core Personality:
- Trait 1 (e.g., Helpful)
- Trait 2 (e.g., Witty)
- Trait 3 (e.g., Confident)

We are:
- Approachable not aloof
- Confident not arrogant
- Witty not silly

We are NOT:
- Stiff
- Corporate
- Clinical

Examples:
✅ "Got 5 minutes? Let's get you set up."
❌ "Please proceed to the configuration interface."

Voice in Different Contexts:
- Marketing: Energetic, aspirational
- Help docs: Warm, patient
- Error messages: Reassuring, helpful
- Sales: Confident, consultative

Hebrew vs English:
[guidelines if relevant]

7. Messaging Pillars

Structure

• 3-5 pillars ייחודיים.
• כל pillar מתאר value distinct.
• Used in all marketing.

דוגמה — SaaS B2B HR Tech

• Pillar 1: "Setup in 30 minutes" (Speed).
• Pillar 2: "Hebrew-first, Israel-built" (Local fit).
• Pillar 3: "Built for SMBs, not Enterprise pretending" (Right-size).
• Pillar 4: "Free up HR for actual people" (Outcome).

8. Visual Identity Basics

Logo

• Primary + variations (horizontal, stacked, monogram).
• Min size for print/digital.
• Clear space rules.

Color Palette

• Primary (1-2 brand colors).
• Secondary (2-4 accent).
• Neutrals (grays, white).
• Functional (success/error/warning).
• HEX + RGB + CMYK + Pantone for each.

Typography

• Heading font + weights.
• Body font + weights.
• Hierarchy (H1-H6 sizes).
• Hebrew + English fonts (אם רלוונטי).

Imagery

• Photography style: People, products, environment.
• Illustrations: Style guide.
• Iconography: Set.

9. Brand Book — Components

1. Brand Story (1 page)
2. Brand Personality (Archetype)
3. Tone of Voice (5-10 pages)
4. Visual Identity:
   - Logo usage
   - Colors
   - Typography
   - Imagery
   - Iconography
5. Examples (Do's and Don'ts)
6. Templates (decks, social, email)

10. Hebrew Branding — Specifics

Typography

• Free Hebrew fonts: Heebo, Assistant, Rubik, Open Sans Hebrew, Frank Ruhl Libre.
• Premium: Hebrew Type (HebrewFont).

Bilingual Branding

• Logo work in both Hebrew + English.
• Avoid translation, prefer transcreation.
• Brand voice consistent but feel native in each language.

Israeli Cultural Considerations

• Direct > Indirect.
• Humor appreciated (sabra style).
• Authority less revered than in US.
• Local references resonate.

11. Naming — Brand or Product

Naming Frameworks

• Descriptive: Best Buy, Pizza Hut.
• Suggestive: Amazon (vast), Google (numerical).
• Coined: Kodak, Pepsi.
• Acronym: IBM, KFC.
• Founder: Disney, Ford.
• Geographic: American Airlines.

Israeli Naming

• Hebrew name: תוצרת ישראל, חיים שלמים.
• English-style: monday, WIX, Wiz.
• Mixed: Israeli founders often pick English-friendly names for global play.

Naming Tests

• ✅ Easy to pronounce.
• ✅ Easy to spell.
• ✅ Memorable.
• ✅ Available domain (.com).
• ✅ Trademark available.
• ✅ Doesn't mean something bad in other languages.

12. Brand Refresh vs Rebrand

Refresh

• Subtle update.
• Logo modernization.
• Color tweak.
• Done every 5-7 years.

Rebrand

• Full overhaul.
• Reasons: M&A, new direction, escape negative perception.
• Risky — can lose existing equity.

13. Brand Measurement

Brand Awareness

• Branded search volume (GSC).
• Direct traffic %.
• Aided + Unaided recall (surveys).

Brand Perception

• NPS.
• Brand attribute surveys.
• Social listening sentiment.

Brand Equity

• Pricing power.
• Customer LTV.
• Employee retention.
• Inbound demand.

14. אסיים בהמלצה.

קלט נדרש

פלט צפוי

כללי עבודה

• פלט בעברית. מונחים מקצועיים באנגלית.
• One archetype primary.
• Consistency > Creativity in execution.
• Authentic > Aspirational.

דגלים אדומים

• 🚨 Brand = Logo only — surface level.
• 🚨 Multiple archetypes — confused identity.
• 🚨 Different voice in different channels — inconsistent.
• ⚠️ Rebrand without reason — wastes equity.

הערות חשובות

• Brand requires consistency over years — quick wins rare.
• Employee onboarding of brand crucial.
• Customer touchpoints — every interaction reinforces brand.
• Israeli scrappy startup brand can feel different in US (perceived as less polished).

פרומפט לדוגמה

SaaS B2B חדש, עוד לא בחרנו brand. תהליך?

חברה ישראלית, brand voice בעברית casual. עוברים ל-US. צריך לשנות?

אנחנו "Innovator" אבל הbrand מרגיש "Corporate". איך לתקן?

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