branding
When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, storytelling, voice, narrative (not only visuals). Also use when the user mentions "brand strategy," "brand story," "brand storytelling," "brand voice," "brand identity," "brand guidelines," "brand purpose," "brand values," "origin story," "brand narrative," "brand personality," "brand archetype," "slide deck branding," "PPT brand colors," or "document style guide." For typography, colors, design tokens, and frontend visuals, use brand-visual-generator.
Best use case
branding is best used when you need a repeatable AI agent workflow instead of a one-off prompt.
When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, storytelling, voice, narrative (not only visuals). Also use when the user mentions "brand strategy," "brand story," "brand storytelling," "brand voice," "brand identity," "brand guidelines," "brand purpose," "brand values," "origin story," "brand narrative," "brand personality," "brand archetype," "slide deck branding," "PPT brand colors," or "document style guide." For typography, colors, design tokens, and frontend visuals, use brand-visual-generator.
Teams using branding should expect a more consistent output, faster repeated execution, less prompt rewriting.
When to use this skill
- You want a reusable workflow that can be run more than once with consistent structure.
When not to use this skill
- You only need a quick one-off answer and do not need a reusable workflow.
- You cannot install or maintain the underlying files, dependencies, or repository context.
Installation
Claude Code / Cursor / Codex
Manual Installation
- Download SKILL.md from GitHub
- Place it in
.claude/skills/branding/SKILL.mdinside your project - Restart your AI agent — it will auto-discover the skill
How branding Compares
| Feature / Agent | branding | Standard Approach |
|---|---|---|
| Platform Support | Not specified | Limited / Varies |
| Context Awareness | High | Baseline |
| Installation Complexity | Unknown | N/A |
Frequently Asked Questions
What does this skill do?
When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, storytelling, voice, narrative (not only visuals). Also use when the user mentions "brand strategy," "brand story," "brand storytelling," "brand voice," "brand identity," "brand guidelines," "brand purpose," "brand values," "origin story," "brand narrative," "brand personality," "brand archetype," "slide deck branding," "PPT brand colors," or "document style guide." For typography, colors, design tokens, and frontend visuals, use brand-visual-generator.
Where can I find the source code?
You can find the source code on GitHub using the link provided at the top of the page.
SKILL.md Source
# Strategies: Branding Guides brand strategy: purpose, values, positioning, storytelling, voice, and visual identity. Companies with consistent branding see 23–33% revenue lift; people remember stories ~22× more than facts alone. Use this skill when defining a new brand, auditing consistency, or aligning messaging across touchpoints. **Keywords**: brand strategy, brand guidelines, visual identity, storytelling, brand voice, design tokens, slide deck, corporate identity, style guide, positioning **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Scope - **Brand strategy**: Purpose, values, positioning, differentiation, target audience - **Brand storytelling**: Origin story, hero's journey, narrative arc, brand archetypes - **Brand voice & tone**: Voice, tone, avoid terms, preferred wording - **Brand visual identity**: Colors, typography, logo rules—strategy layer; implementation in **brand-visual-generator**, **logo-generator** ## Initial Assessment **Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice), 12 (Visual Identity). Identify: 1. **Scope**: New brand, audit, or alignment 2. **Touchpoints**: Website, social, product UI, directories, content 3. **Existing assets**: Brand guide, logo, style guide ## Brand Strategy Pillars | Pillar | Purpose | |--------|---------| | **Brand purpose** | Why the brand exists beyond profit; one sentence | | **Brand values** | 4–5 core values; what you stand for; differentiators | | **Target audience** | Who you serve; ICP; jobs to be done | | **Positioning** | For [customer] who [need], our [product] is a [category] that [benefit]. Unlike [competitor], we [differentiator] because [reasons] | | **Differentiation** | Why you, not alternatives; concrete, not vague | ## Brand Storytelling ### Origin Story - **What**: Journey, founding, milestones, personal experiences that shaped the company - **Why**: Emotional connection; 58% of customers buy based on company values - **Elements**: Who founded it; why created; challenges overcome; vision; how it evolved ### Hero's Journey (Customer as Hero) | Element | Content | |---------|---------| | **Hero** | Your customer; their needs, wants, context | | **Problem** | What they face; how they solve it now | | **Inciting insight** | Reframing that creates urgency | | **Brand's role** | Guide, tool, or partner—not hero; how you enable resolution | | **Transformation** | What better future looks like; proof (case studies, testimonials) | ### Brand Narrative Arc - **Protagonist**: Customer facing a challenge - **Stakes**: What happens if nothing changes - **Proof**: Data, case studies, testimonials - **CTA**: Place call to action in the story; provoke action ### Brand Archetypes (12 Types) | Archetype | Tone | Example | |-----------|------|---------| | **Creator** | Innovative, imaginative | Adobe | | **Caregiver** | Nurturing, supportive | Johnson & Johnson | | **Ruler** | Authoritative, premium | Mercedes-Benz | | **Innocent** | Simple, optimistic | Coca-Cola | | **Sage** | Wise, knowledgeable | Google | | **Explorer** | Adventurous, independent | Patagonia | | **Outlaw** | Rebellious, disruptive | Harley-Davidson | | **Magician** | Transformative, visionary | Disney | | **Hero** | Courageous, determined | Nike | | **Lover** | Passionate, sensual | Chanel | | **Jester** | Playful, fun | M&M's | | **Everyman** | Relatable, down-to-earth | IKEA | Align archetype to customer personality; strengthens storytelling. ## Brand Voice & Tone | Element | Definition | Example | |---------|------------|---------| | **Voice** | Brand personality; consistent across touchpoints | Professional / Friendly / Technical / Bold | | **Tone** | How you say it; adapts to context | Confident but not arrogant; helpful; concise | | **Avoid** | Buzzwords, terms to never use | "streamline," "revolutionize," "synergy" | | **Preferred** | Terms to use consistently | "audit" not "analysis"; "customer" not "user" | **Product marketing context Section 8**: Document voice, tone, avoid, preferred terms. See **project-context** template. ## Brand Visual Identity (Strategy Layer) | Element | Strategy | Implementation | |---------|----------|-----------------| | **Colors** | Primary, secondary, CTA; industry mapping | **brand-visual-generator** | | **Typography** | Display + body; hierarchy; pairing | **brand-visual-generator** | | **Logo** | Variants, clear space, minimum size | **logo-generator** | | **Imagery** | Tone, subject matter, visual mood | Brand guidelines | | **Consistency** | Same identity across web, social, product | All touchpoints | For full visual specs (fonts, HEX, spacing), see **brand-visual-generator**. For logo placement and implementation, see **logo-generator**. ## Brand Guidelines Structure Single source of truth. Include: - **Purpose & values**: Why you exist; what you stand for - **Positioning**: One-liner; differentiation - **Story**: Origin story; hero's journey summary - **Voice & tone**: Voice, tone, avoid, preferred - **Logo**: Usage rules, clear space, variants (light/dark) - **Colors**: Primary, secondary, CTA (HEX, RGB, CMYK) - **Typography**: Font families, hierarchy, sizing - **Imagery**: Photography tone; iconography style ## Visual Specification Delivery (Design Tokens) When the user needs **actionable specs** (not only strategy)—for web, slides, or print—produce a **token table** the team can paste into a design system, media kit, or slide master. Align with **brand-visual-generator** for full web/CSS detail. | Token category | What to document | Example fields | |----------------|------------------|----------------| | **Colors** | Named roles + values for light/dark if applicable | Primary `#______`, text primary `#______`, background `#______`, accent 1–3, CTA, border, error/success | | **Typography** | Family, weight, size scale, line-height | Display / H1–H3 / body / caption; web-safe or system fallbacks | | **Spacing** | Base unit and scale | e.g. 8px base; section gaps; logo clear space in `em` or `px` | | **Non-text accents** | Charts, shapes, dividers | Rotate accent colors; avoid arbitrary one-off hues outside palette | **Applying tokens across surfaces** - **Web / product**: CSS variables or design tokens; see **brand-visual-generator**. - **Slides (PowerPoint, Google Slides, Keynote)**: Set slide master background + default title/body fonts from token table; map theme colors to primary/secondary/background/text; reuse one accent per deck section where possible. - **Documents (Word, Google Docs, PDF)**: Define paragraph styles (Title, Heading 1–3, Normal, Caption) with fonts and colors from tokens; set default page background if brand uses off-white. If the user **pastes an existing brand PDF or bullet list**, extract and normalize into this token table before suggesting implementation. ## Output Format - **Brand strategy** (purpose, values, positioning, differentiation) - **Story** (origin story, hero's journey, narrative arc) - **Voice & tone** (voice, tone, avoid, preferred) - **Archetype** (if applicable) - **Visual** (high-level; defer to brand-visual-generator for web specs) - **Design token table** (colors, type scale, spacing) when deliverable must be implementation-ready - **Slide/document notes** (master fonts, theme colors) when touchpoints include decks or docs - **Context template** for project-context Sections 8, 12 ## Related Skills - **about-page-generator**: About page implements brand story, mission, values - **homepage-generator**: Homepage implements value prop, differentiation, brand voice - **logo-generator**: Logo placement, implementation; branding defines logo rules - **brand-visual-generator**: Typography, colors, spacing; branding defines visual strategy - **media-kit-page-generator**: Media kit hosts brand guidelines - **directory-submission**: Directory copy uses brand voice; Section 8 Brand & Voice - **title-tag, meta-description**: Metadata uses brand voice - **integrated-marketing**: Brand awareness across PESO - **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); do before or with branding when choosing domain - **domain-architecture**: Domain structure implements brand architecture (Branded House vs House of Brands) - **rebranding-strategy**: Rebrand execution; domain change, 301, announcement
Related Skills
rebranding-strategy
When the user wants to plan or execute a rebrand—domain change, 301 redirects, migration, or announcement. Also use when the user mentions "rebranding," "rebrand," "domain change," "domain migration," "301 redirect," "change domain name," "rebrand announcement," "social media rebrand," "brand launch," or "domain redirect." For domain choice, use domain-selection.
website-structure
When the user wants to plan website structure, decide which pages to build, or prioritize pages for a new or existing site. Also use when the user mentions "website structure," "site structure," "which pages do I need," "page planning," "sitemap planning," "Must Have pages," "website architecture," or "site hierarchy." For a specific page template (e.g. homepage), use homepage-generator or landing-page-generator as appropriate. Not for organic SEO roadmap alone; use seo-strategy.
seo-strategy
When the user wants to plan SEO strategy, prioritize SEO work, or understand the SEO workflow. Also use when the user mentions "SEO strategy," "SEO plan," "SEO roadmap," "SEO priority," "SEO audit," "SEO workflow," "where to start SEO," "SEO approach," "organic growth strategy," "why SEO," "SEO value," or "search strategy." For technical/crawl audit execution, use seo-audit. For keyword research, use keyword-research. For AI search visibility, use generative-engine-optimization.
seo-audit
When the user wants to run an SEO audit, technical SEO audit, or site health check. Also use when the user mentions "SEO audit," "technical audit," "site audit," "crawl audit," "indexing audit," "SEO health," or "fix SEO issues." For prioritization and organic strategy, use seo-strategy. For GSC data analysis, use google-search-console.
retention-strategy
When the user wants to reduce churn, improve customer retention, or plan lifecycle marketing. Also use when the user mentions "retention," "churn," "customer lifecycle," "churn prevention," "at-risk customers," or "loyalty program." For lifecycle, use growth-funnel.
research-sources
When the user wants to find information sources for content ideation, competitor monitoring, or industry tracking. Also use when the user mentions "research sources," "information sources," "content ideation," "industry monitoring," "competitor monitoring," "market intelligence," "content research," or "topic research." For keywords, use keyword-research.
product-launch
When the user wants to plan a product launch, execute launch channels, or create a launch checklist. Also use when the user mentions "product launch," "launch strategy," "product announcement," "launch channels," or "market launch." For GTM motion and positioning, use gtm-strategy. For cold start and first users, use cold-start-strategy. For Product Hunt day-of, use product-hunt-launch.
pmf-strategy
When the user wants to validate product-market fit, measure PMF, or plan before scaling. Also use when the user mentions "PMF," "product-market fit," "product market fit," "Sean Ellis test," "very disappointed," "vitamin vs painkiller," "PMF validation," "premature scaling," or "validate before scale." For GTM after validation, use gtm-strategy.
indie-hacker-strategy
When the user wants indie hacker or bootstrapping founder strategy—growth, channels, Build in Public, or solo founder tactics. Also use when the user mentions "indie hacker," "indie developer," "bootstrapping," "bootstrapped founder," "solo founder," "Build in Public," "scratch your own itch," "Micro-SaaS," "first 100 users," or "solo company." For cold start, use cold-start-strategy.
gtm-strategy
When the user wants to plan go-to-market strategy, GTM framework, or market entry. Also use when the user mentions "GTM," "go-to-market," "market entry," "new market," "repositioning," "PLG," "sales-led," "product-led," "marketing-led," "ICP," "buyer persona," "GTM motion," or "market expansion." For launch checklist, use product-launch.
growth-funnel
When the user wants to plan growth using the AARRR framework, diagnose growth bottlenecks, or map actions across the customer lifecycle. Also use when the user mentions "growth funnel," "AARRR," "pirate metrics," "acquisition activation retention," "customer lifecycle metrics," or "growth framework." For retention tactics, use retention-strategy.
conversion-optimization
When the user wants to improve conversion rates, run A/B tests, optimize funnels, or reduce friction. Also use when the user mentions "CRO," "conversion rate optimization," "A/B test," "split test," "funnel optimization," "checkout optimization," "form optimization," or "conversion funnel." For pricing psychology, use pricing-strategy.