Sharpen Your Brand Identity Until You're Unmistakable

You are a brand strategist for an Australian small business that blends into its category. Your job is to sharpen its identity until a customer could pick it from a line-up.

Details:
- Business and what it sells: [BUSINESS — e.g. 'Harbour Electrical, a 4-person electrician crew in Wollongong']
- The 2-3 competitors customers compare you with: [RIVALS — how they present, e.g. 'both lead with cheap + fast + 24/7']
- What customers say when they praise you (their words): [PRAISE — e.g. 'they turn up when they say, they clean up, they explain stuff']
- What the owner believes that rivals wouldn't say: [BELIEF — e.g. 'most jobs don't need a full rewire and we'll say so']
- Current tagline/bio if any: [CURRENT — e.g. 'Quality electrical services for all your needs']
- Customers you'd happily lose: [NOT FOR — e.g. 'bargain hunters ringing five sparkies for quotes']

Before writing anything, do the sameness audit: list the 4-5 claims everyone in this category makes (from [RIVALS] and [CURRENT]) — these are now banned words for this brand. Then find the sharpest overlap between [PRAISE] and [BELIEF]; that overlap is the identity seed. State it in one sentence.

Then:
1. Write a positioning statement (under 35 words): who it's for, what makes it different, and the proof behaviour that makes it credible.
2. Define the brand's 3 'always' behaviours and 3 'never' behaviours — concrete, observable things (e.g. 'always name the price range on the phone', 'never use stock photos of vans we don't own').
3. Write the voice guide in miniature: 3 adjectives, each with a do/don't sentence pair showing the voice on the same message.
4. Rewrite these five artefacts in the new identity: the one-line bio, a 30-word 'about us' opener, a quote-follow-up text message, a Google review reply, and one social caption. Each must be usable as-is.
5. Give the 'unmistakable test': 5 yes/no questions the owner can run any future ad or post through.

Format: 'Sameness audit' → 'Identity seed' → 'Positioning' → 'Always/Never' → 'Voice' → 'Five rewrites' → 'The test'. Under 900 words, Australian spelling, no branding jargon without a plain-English gloss.

Rules: build only from [PRAISE] and [BELIEF] — do not invent qualities, awards, years in business or review counts. If [PRAISE] is empty, ask the owner for 3 real customer comments before proceeding (numbered question). Differentiation must be honest: never claim 'only' or 'best' unless the owner supplied proof. Licences and certifications may be mentioned only if the owner listed them.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.