branding
- Repo stars 574
- License MIT
- Author updated Live
- Author repo marketing-skills
- Domain
- Security
- Compatible agents
-
- Claude Code
- Cursor
- Cline
- Codex
- Windsurf
- Gemini CLI
- +20
- Trust score
- 94 / 100 · audit passed
- Author / version / license
- @kostja94 · MIT
- Token usage
- Lean
- Setup complexity
- Guided setup
- External API key
- Not required
- Operating systems
- Unspecified (assume cross-platform)
- Runtime requirements
- No special requirements
- Permissions
-
- Read-only
- Shell exec
- Write / modify
- Network behavior
- Local-only
- Install commands
- 26 variants
Profile is derived at build time from SKILL.md and install vectors. Subject to drift from author intent.
Heads up: 未限定 allowed-tools,默认拥有全部工具权限。
---
name: branding
description: When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, stor…
category: security
runtime: no special runtime
---
# branding output preview
## PART A: Task fit
- Use case: 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..
- Inputs: target material, constraints, expected output, and acceptance criteria.
- Evidence boundary: follow “Scope / Initial Assessment / Brand Strategy Pillars” and do not present inference as author intent.
## PART B: Execution result
- **01** The card summarizes the use case; runtime output centers on “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.”.
- **02** When the source has headings, the agent prioritizes “Scope / Initial Assessment / Brand Strategy Pillars” so the result follows the author’s structure.
- **03** Typical output includes task judgment, concrete steps, required commands or file edits, validation, and follow-up options.
- **04** Risk context follows the fingerprint: read files, run shell commands, write/modify files; mostly runs locally; usually needs no extra API key.
## Running Rules
- read files, run shell commands, write/modify files; mostly runs locally; usually needs no extra API key.
- Validate with a small sample before expanding scope.
- Return the result, validation criteria, and next iteration options. The source does not require a stable slash command. After installation, invoke the skill by name and describe the task.
Name target files or source material, expected output, forbidden changes, and whether network or shell access is allowed. Permission fingerprint: read files, run shell commands, write/modify files.
Start with a small task and check whether the result follows “Scope / Initial Assessment / Brand Strategy Pillars”. Inspect diffs, logs, previews, or tests before expanding scope.
Confirm the final output includes a concrete result, evidence, and next action. If it stays generic, tighten inputs, boundaries, and acceptance criteria.
---
name: branding
description: When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, stor…
category: security
source: kostja94/marketing-skills
---
# branding
## When to use
- When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, storytelling, voice, narra…
- Use it when the task has clear inputs, repeatable steps, and validation criteria.
## What to provide
- Target material, scope, expected result, and forbidden changes.
- Whether network, commands, file writes, or external services are allowed.
## Execution rules
- Organize steps around “Scope / Initial Assessment / Brand Strategy Pillars” and keep inference separate from source facts.
- read files, run shell commands, write/modify files; mostly runs locally; usually needs no extra API key.
- Validate with a small sample before expanding the task.
## Output requirements
- Return the deliverable, key evidence, validation method, and next action.
- Mark missing information as unknown; do not invent commands, platforms, or dependencies. The author source anchors workflow facts; repository files anchor sources and commands; Fluxly only adds fit, limitations, and quality judgment.
skill "branding" {
input -> user goal + target files + boundaries + acceptance criteria
context -> Scope / Initial Assessment / Brand Strategy Pillars
rules -> SKILL.md triggers / order / output contract
runtime -> no special runtime | read files, run shell commands, write/modify files | mostly runs locally
guardrails -> usually needs no extra API key + small-sample validation + diff/log review
output -> copyable result + checklist + next iteration
} 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:
- Scope: New brand, audit, or alignment
- Touchpoints: Website, social, product UI, directories, content
- 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 | |
| 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
Decide Fit First
Design Intent
How To Use It
Boundaries And Review