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: branding
3description: 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: MIT
5metadata:
6 version: 1.2.0
7---
8
9# Strategies: Branding
10
11Guides 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.
12
13**Keywords**: brand strategy, brand guidelines, visual identity, storytelling, brand voice, design tokens, slide deck, corporate identity, style guide, positioning
14
15**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.
16
17## Scope
18
19- **Brand strategy**: Purpose, values, positioning, differentiation, target audience
20- **Brand storytelling**: Origin story, hero's journey, narrative arc, brand archetypes
21- **Brand voice & tone**: Voice, tone, avoid terms, preferred wording
22- **Brand visual identity**: Colors, typography, logo rules—strategy layer; implementation in **brand-visual-generator**, **logo-generator**
23
24## Initial Assessment
25
26**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).
27
28Identify:
291. **Scope**: New brand, audit, or alignment
302. **Touchpoints**: Website, social, product UI, directories, content
313. **Existing assets**: Brand guide, logo, style guide
32
33## Brand Strategy Pillars
34
35| Pillar | Purpose |
36|--------|---------|
37| **Brand purpose** | Why the brand exists beyond profit; one sentence |
38| **Brand values** | 4–5 core values; what you stand for; differentiators |
39| **Target audience** | Who you serve; ICP; jobs to be done |
40| **Positioning** | For [customer] who [need], our [product] is a [category] that [benefit]. Unlike [competitor], we [differentiator] because [reasons] |
41| **Differentiation** | Why you, not alternatives; concrete, not vague |
42
43## Brand Storytelling
44
45### Origin Story
46
47- **What**: Journey, founding, milestones, personal experiences that shaped the company
48- **Why**: Emotional connection; 58% of customers buy based on company values
49- **Elements**: Who founded it; why created; challenges overcome; vision; how it evolved
50
51### Hero's Journey (Customer as Hero)
52
53| Element | Content |
54|---------|---------|
55| **Hero** | Your customer; their needs, wants, context |
56| **Problem** | What they face; how they solve it now |
57| **Inciting insight** | Reframing that creates urgency |
58| **Brand's role** | Guide, tool, or partner—not hero; how you enable resolution |
59| **Transformation** | What better future looks like; proof (case studies, testimonials) |
60
61### Brand Narrative Arc
62
63- **Protagonist**: Customer facing a challenge
64- **Stakes**: What happens if nothing changes
65- **Proof**: Data, case studies, testimonials
66- **CTA**: Place call to action in the story; provoke action
67
68### Brand Archetypes (12 Types)
69
70| Archetype | Tone | Example |
71|-----------|------|---------|
72| **Creator** | Innovative, imaginative | Adobe |
73| **Caregiver** | Nurturing, supportive | Johnson & Johnson |
74| **Ruler** | Authoritative, premium | Mercedes-Benz |
75| **Innocent** | Simple, optimistic | Coca-Cola |
76| **Sage** | Wise, knowledgeable | Google |
77| **Explorer** | Adventurous, independent | Patagonia |
78| **Outlaw** | Rebellious, disruptive | Harley-Davidson |
79| **Magician** | Transformative, visionary | Disney |
80| **Hero** | Courageous, determined | Nike |
81| **Lover** | Passionate, sensual | Chanel |
82| **Jester** | Playful, fun | M&M's |
83| **Everyman** | Relatable, down-to-earth | IKEA |
84
85Align archetype to customer personality; strengthens storytelling.
86
87## Brand Voice & Tone
88
89| Element | Definition | Example |
90|---------|------------|---------|
91| **Voice** | Brand personality; consistent across touchpoints | Professional / Friendly / Technical / Bold |
92| **Tone** | How you say it; adapts to context | Confident but not arrogant; helpful; concise |
93| **Avoid** | Buzzwords, terms to never use | "streamline," "revolutionize," "synergy" |
94| **Preferred** | Terms to use consistently | "audit" not "analysis"; "customer" not "user" |
95
96**Product marketing context Section 8**: Document voice, tone, avoid, preferred terms. See **project-context** template.
97
98## Brand Visual Identity (Strategy Layer)
99
100| Element | Strategy | Implementation |
101|---------|----------|-----------------|
102| **Colors** | Primary, secondary, CTA; industry mapping | **brand-visual-generator** |
103| **Typography** | Display + body; hierarchy; pairing | **brand-visual-generator** |
104| **Logo** | Variants, clear space, minimum size | **logo-generator** |
105| **Imagery** | Tone, subject matter, visual mood | Brand guidelines |
106| **Consistency** | Same identity across web, social, product | All touchpoints |
107
108For full visual specs (fonts, HEX, spacing), see **brand-visual-generator**. For logo placement and implementation, see **logo-generator**.
109
110## Brand Guidelines Structure
111
112Single source of truth. Include:
113
114- **Purpose & values**: Why you exist; what you stand for
115- **Positioning**: One-liner; differentiation
116- **Story**: Origin story; hero's journey summary
117- **Voice & tone**: Voice, tone, avoid, preferred
118- **Logo**: Usage rules, clear space, variants (light/dark)
119- **Colors**: Primary, secondary, CTA (HEX, RGB, CMYK)
120- **Typography**: Font families, hierarchy, sizing
121- **Imagery**: Photography tone; iconography style
122
123## Visual Specification Delivery (Design Tokens)
124
125When 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.
126
127| Token category | What to document | Example fields |
128|----------------|------------------|----------------|
129| **Colors** | Named roles + values for light/dark if applicable | Primary `#______`, text primary `#______`, background `#______`, accent 1–3, CTA, border, error/success |
130| **Typography** | Family, weight, size scale, line-height | Display / H1–H3 / body / caption; web-safe or system fallbacks |
131| **Spacing** | Base unit and scale | e.g. 8px base; section gaps; logo clear space in `em` or `px` |
132| **Non-text accents** | Charts, shapes, dividers | Rotate accent colors; avoid arbitrary one-off hues outside palette |
133
134**Applying tokens across surfaces**
135
136- **Web / product**: CSS variables or design tokens; see **brand-visual-generator**.
137- **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.
138- **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.
139
140If the user **pastes an existing brand PDF or bullet list**, extract and normalize into this token table before suggesting implementation.
141
142## Output Format
143
144- **Brand strategy** (purpose, values, positioning, differentiation)
145- **Story** (origin story, hero's journey, narrative arc)
146- **Voice & tone** (voice, tone, avoid, preferred)
147- **Archetype** (if applicable)
148- **Visual** (high-level; defer to brand-visual-generator for web specs)
149- **Design token table** (colors, type scale, spacing) when deliverable must be implementation-ready
150- **Slide/document notes** (master fonts, theme colors) when touchpoints include decks or docs
151- **Context template** for project-context Sections 8, 12
152
153## Related Skills
154
155- **about-page-generator**: About page implements brand story, mission, values
156- **homepage-generator**: Homepage implements value prop, differentiation, brand voice
157- **logo-generator**: Logo placement, implementation; branding defines logo rules
158- **brand-visual-generator**: Typography, colors, spacing; branding defines visual strategy
159- **media-kit-page-generator**: Media kit hosts brand guidelines
160- **directory-submission**: Directory copy uses brand voice; Section 8 Brand & Voice
161- **title-tag, meta-description**: Metadata uses brand voice
162- **integrated-marketing**: Brand awareness across PESO
163- **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); do before or with branding when choosing domain
164- **domain-architecture**: Domain structure implements brand architecture (Branded House vs House of Brands)
165- **rebranding-strategy**: Rebrand execution; domain change, 301, announcement
gabrielmoreira