6 skills.
Use when asked to build a brand style guide — a reference document defining how a brand looks and sounds across every touchpoint, covering visual identity, voice and tone, and usage rules — distinct from [[branding]], the broader strategic work of defining what the brand actually is, which the style guide codifies into something teams can apply day to day.
Use when asked to build a competitor analysis — a structured, side-by-side comparison of a company or product against named competitors on the dimensions buyers actually care about — distinct from a [[five-forces-analysis]] (industry-wide competitive forces) and a [[swot-analysis]] (one company's own strengths, weaknesses, opportunities, and threats), neither of which names specific alternatives and compares against them directly.
Use when asked to build or maintain a content calendar — a scheduled plan of what content gets published on which channel and when, with an owner and status per item — distinct from a [[press-release]] or any single piece of content, which is one entry that might sit on the calendar rather than the schedule itself.
Use when asked to build a customer journey map — a visual map of the stages a customer goes through with a product or service, from awareness to advocacy, including their thoughts, feelings, and friction at each stage — distinct from a [[customer-persona]], which describes who the customer is rather than what they actually go through.
Use when asked to build a customer persona — a composite profile of a customer segment, covering goals, pain points, and behavior, used to guide product and marketing decisions — distinct from a [[customer-journey-map]], which maps what that customer actually goes through rather than who they are.
Use when asked to write a press release — a formal announcement of company news (a launch, funding round, partnership, or milestone) written for media pickup — distinct from [[release-notes]] or a [[changelog]], which announce product changes to existing users rather than pitch a story to journalists.