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 |
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
1---2name: branding3description: 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.4license: MIT5---6
7# Strategies: Branding
8
9Guides 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.
10
11**Keywords**: brand strategy, brand guidelines, visual identity, storytelling, brand voice, design tokens, slide deck, corporate identity, style guide, positioning
12
13**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.
14
15## Scope
16
17- **Brand strategy**: Purpose, values, positioning, differentiation, target audience
18- **Brand storytelling**: Origin story, hero's journey, narrative arc, brand archetypes
19- **Brand voice & tone**: Voice, tone, avoid terms, preferred wording
20- **Brand visual identity**: Colors, typography, logo rules—strategy layer; implementation in **brand-visual-generator**, **logo-generator**
21
22## Initial Assessment
23
24**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).
25
26Identify:
271. **Scope**: New brand, audit, or alignment
282. **Touchpoints**: Website, social, product UI, directories, content
293. **Existing assets**: Brand guide, logo, style guide
30
31## Brand Strategy Pillars
32
33| Pillar | Purpose |
34|--------|---------|
35| **Brand purpose** | Why the brand exists beyond profit; one sentence |
36| **Brand values** | 4–5 core values; what you stand for; differentiators |
37| **Target audience** | Who you serve; ICP; jobs to be done |
38| **Positioning** | For [customer] who [need], our [product] is a [category] that [benefit]. Unlike [competitor], we [differentiator] because [reasons] |
39| **Differentiation** | Why you, not alternatives; concrete, not vague |
40
41## Brand Storytelling
42
43### Origin Story
44
45- **What**: Journey, founding, milestones, personal experiences that shaped the company
46- **Why**: Emotional connection; 58% of customers buy based on company values
47- **Elements**: Who founded it; why created; challenges overcome; vision; how it evolved
48
49### Hero's Journey (Customer as Hero)
50
51| Element | Content |
52|---------|---------|
53| **Hero** | Your customer; their needs, wants, context |
54| **Problem** | What they face; how they solve it now |
55| **Inciting insight** | Reframing that creates urgency |
56| **Brand's role** | Guide, tool, or partner—not hero; how you enable resolution |
57| **Transformation** | What better future looks like; proof (case studies, testimonials) |
58
59### Brand Narrative Arc
60
61- **Protagonist**: Customer facing a challenge
62- **Stakes**: What happens if nothing changes
63- **Proof**: Data, case studies, testimonials
64- **CTA**: Place call to action in the story; provoke action
65
66### Brand Archetypes (12 Types)
67
68| Archetype | Tone | Example |
69|-----------|------|---------|
70| **Creator** | Innovative, imaginative | Adobe |
71| **Caregiver** | Nurturing, supportive | Johnson & Johnson |
72| **Ruler** | Authoritative, premium | Mercedes-Benz |
73| **Innocent** | Simple, optimistic | Coca-Cola |
74| **Sage** | Wise, knowledgeable | Google |
75| **Explorer** | Adventurous, independent | Patagonia |
76| **Outlaw** | Rebellious, disruptive | Harley-Davidson |
77| **Magician** | Transformative, visionary | Disney |
78| **Hero** | Courageous, determined | Nike |
79| **Lover** | Passionate, sensual | Chanel |
80| **Jester** | Playful, fun | M&M's |
81| **Everyman** | Relatable, down-to-earth | IKEA |
82
83Align archetype to customer personality; strengthens storytelling.
84
85## Brand Voice & Tone
86
87| Element | Definition | Example |
88|---------|------------|---------|
89| **Voice** | Brand personality; consistent across touchpoints | Professional / Friendly / Technical / Bold |
90| **Tone** | How you say it; adapts to context | Confident but not arrogant; helpful; concise |
91| **Avoid** | Buzzwords, terms to never use | "streamline," "revolutionize," "synergy" |
92| **Preferred** | Terms to use consistently | "audit" not "analysis"; "customer" not "user" |
93
94**Product marketing context Section 8**: Document voice, tone, avoid, preferred terms. See **project-context** template.
95
96## Brand Visual Identity (Strategy Layer)
97
98| Element | Strategy | Implementation |
99|---------|----------|-----------------|
100| **Colors** | Primary, secondary, CTA; industry mapping | **brand-visual-generator** |
101| **Typography** | Display + body; hierarchy; pairing | **brand-visual-generator** |
102| **Logo** | Variants, clear space, minimum size | **logo-generator** |
103| **Imagery** | Tone, subject matter, visual mood | Brand guidelines |
104| **Consistency** | Same identity across web, social, product | All touchpoints |
105
106For full visual specs (fonts, HEX, spacing), see **brand-visual-generator**. For logo placement and implementation, see **logo-generator**.
107
108## Brand Guidelines Structure
109
110Single source of truth. Include:
111
112- **Purpose & values**: Why you exist; what you stand for
113- **Positioning**: One-liner; differentiation
114- **Story**: Origin story; hero's journey summary
115- **Voice & tone**: Voice, tone, avoid, preferred
116- **Logo**: Usage rules, clear space, variants (light/dark)
117- **Colors**: Primary, secondary, CTA (HEX, RGB, CMYK)
118- **Typography**: Font families, hierarchy, sizing
119- **Imagery**: Photography tone; iconography style
120
121## Visual Specification Delivery (Design Tokens)
122
123When 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.
124
125| Token category | What to document | Example fields |
126|----------------|------------------|----------------|
127| **Colors** | Named roles + values for light/dark if applicable | Primary `#______`, text primary `#______`, background `#______`, accent 1–3, CTA, border, error/success |
128| **Typography** | Family, weight, size scale, line-height | Display / H1–H3 / body / caption; web-safe or system fallbacks |
129| **Spacing** | Base unit and scale | e.g. 8px base; section gaps; logo clear space in `em` or `px` |
130| **Non-text accents** | Charts, shapes, dividers | Rotate accent colors; avoid arbitrary one-off hues outside palette |
131
132**Applying tokens across surfaces**
133
134- **Web / product**: CSS variables or design tokens; see **brand-visual-generator**.
135- **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.
136- **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.
137
138If the user **pastes an existing brand PDF or bullet list**, extract and normalize into this token table before suggesting implementation.
139
140## Output Format
141
142- **Brand strategy** (purpose, values, positioning, differentiation)
143- **Story** (origin story, hero's journey, narrative arc)
144- **Voice & tone** (voice, tone, avoid, preferred)
145- **Archetype** (if applicable)
146- **Visual** (high-level; defer to brand-visual-generator for web specs)
147- **Design token table** (colors, type scale, spacing) when deliverable must be implementation-ready
148- **Slide/document notes** (master fonts, theme colors) when touchpoints include decks or docs
149- **Context template** for project-context Sections 8, 12
150
151## Related Skills
152
153- **about-page-generator**: About page implements brand story, mission, values
154- **homepage-generator**: Homepage implements value prop, differentiation, brand voice
155- **logo-generator**: Logo placement, implementation; branding defines logo rules
156- **brand-visual-generator**: Typography, colors, spacing; branding defines visual strategy
157- **media-kit-page-generator**: Media kit hosts brand guidelines
158- **directory-submission**: Directory copy uses brand voice; Section 8 Brand & Voice
159- **title-tag, meta-description**: Metadata uses brand voice
160- **integrated-marketing**: Brand awareness across PESO
161- **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); do before or with branding when choosing domain
162- **domain-architecture**: Domain structure implements brand architecture (Branded House vs House of Brands)
163- **rebranding-strategy**: Rebrand execution; domain change, 301, announcement
gabrielmoreira