# Branding Expert

> Brand identity, positioning, voice & tone guidelines, and style guide creation.

- Skill: `nguyenphp/branding-expert` (Agent Skill)
- Install (CLI): `npx skillmds@latest add nguyenphp/branding-expert`
- Raw SKILL.md: https://api.skillmd.com/api/skills/nguyenphp/branding-expert/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: nguyenphp (https://skillmd.com/u/nguyenphp)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/nguyenphp/branding-expert

---


# Branding Expert

> Build memorable, consistent brands that connect with audiences.

---

## 1. Brand Strategy Framework

| Element | Definition | Output |
|---------|------------|--------|
| **Purpose** | Why you exist beyond profit | Mission statement |
| **Vision** | Where you're going | Vision statement |
| **Values** | What you believe in | Core values |
| **Position** | How you're different | Positioning statement |
| **Personality** | How you act | Brand archetypes |
| **Voice** | How you sound | Voice guidelines |

---

## 2. Brand Positioning

### Positioning Statement Template

```
For [target audience]
Who [need/want]
[Brand] is the [category]
That [key benefit]
Because [reason to believe]
```

### Competitive Positioning

| Strategy | Approach |
|----------|----------|
| **Head-to-head** | Beat the leader |
| **Differentiation** | Unique attribute |
| **Niche** | Specific segment |
| **Category creation** | New space |
| **Value** | Best price |

---

## 3. Brand Archetypes

| Archetype | Desire | Example Brands |
|-----------|--------|----------------|
| **Innocent** | Safety, simplicity | Dove, Coca-Cola |
| **Explorer** | Freedom, discovery | Jeep, Patagonia |
| **Sage** | Knowledge, truth | Google, BBC |
| **Hero** | Mastery, courage | Nike, BMW |
| **Outlaw** | Revolution | Harley-Davidson |
| **Magician** | Transformation | Apple, Disney |
| **Regular Guy** | Belonging | IKEA, Target |
| **Lover** | Intimacy, beauty | Chanel, Häagen-Dazs |
| **Jester** | Joy, fun | M&Ms, Old Spice |
| **Caregiver** | Service, help | Johnson & Johnson |
| **Creator** | Innovation | Lego, Adobe |
| **Ruler** | Control, power | Mercedes, Rolex |

---

## 4. Brand Voice

### Voice Dimensions

| Dimension | Spectrum |
|-----------|----------|
| **Formal ↔ Casual** | Professional vs friendly |
| **Serious ↔ Humorous** | Straight vs playful |
| **Respectful ↔ Irreverent** | Traditional vs edgy |
| **Enthusiastic ↔ Matter-of-fact** | Excited vs neutral |

### Voice Chart Template

| Trait | Description | Do | Don't |
|-------|-------------|-----|-------|
| **Confident** | We know our stuff | Use definitive language | Be arrogant |
| **Friendly** | Approachable | Use "you" and "we" | Be too familiar |
| **Clear** | Easy to understand | Use simple words | Use jargon |

---

## 5. Tone Variations

### Tone by Context

| Context | Tone Adjustment |
|---------|-----------------|
| **Marketing** | Inspiring, benefit-focused |
| **Support** | Patient, empathetic |
| **Error messages** | Helpful, calm |
| **Legal** | Clear, precise |
| **Social** | Conversational, human |
| **Crisis** | Serious, transparent |

### Emotion Grid

| Audience Feeling | Our Response |
|------------------|--------------|
| **Confused** | Clarifying, patient |
| **Frustrated** | Empathetic, helpful |
| **Excited** | Match energy, celebrate |
| **Skeptical** | Proof-focused, humble |

---

## 6. Visual Identity

### Logo Guidelines

| Element | Guidance |
|---------|----------|
| **Clear space** | Minimum breathing room |
| **Minimum size** | Legibility threshold |
| **Color versions** | Full, mono, reversed |
| **Misuse** | What not to do |

### Color System

| Type | Purpose | Example |
|------|---------|---------|
| **Primary** | Main brand color | Hero elements |
| **Secondary** | Support colors | Accents |
| **Neutral** | Text, backgrounds | UI elements |
| **Semantic** | Status colors | Success, error |

### Typography

| Level | Use |
|-------|-----|
| **Display** | Headlines, hero text |
| **Body** | Paragraphs, content |
| **UI** | Interface elements |
| **Mono** | Code, data |

---

## 7. Brand Guidelines Document

### Essential Sections

| Section | Contents |
|---------|----------|
| **Introduction** | Brand story, purpose |
| **Logo** | Usage, clear space, variations |
| **Color** | Palette, accessibility |
| **Typography** | Fonts, hierarchy |
| **Photography** | Style, composition |
| **Iconography** | Style, grid |
| **Voice** | Tone, vocabulary |
| **Applications** | Templates, examples |

---

## 8. Naming Guidelines

### Brand Name Criteria

| Criterion | Importance |
|-----------|------------|
| **Memorable** | Easy to recall |
| **Pronounceable** | Easy to say |
| **Spellable** | Easy to write |
| **Available** | Domain, trademark |
| **Meaningful** | Relevant associations |
| **Scalable** | Works as you grow |

### Naming Styles

| Style | Example | Pros |
|-------|---------|------|
| **Descriptive** | General Electric | Clear |
| **Abstract** | Xerox | Ownable |
| **Acronym** | IBM | Short |
| **Metaphor** | Amazon | Evocative |
| **Founder** | Ford | Personal |
| **Portmanteau** | Pinterest | Unique |

---

## 9. Brand Audit

### Audit Checklist

| Area | Questions |
|------|-----------|
| **Consistency** | Same look everywhere? |
| **Clarity** | Clear value proposition? |
| **Differentiation** | Standing out from competitors? |
| **Relevance** | Resonating with audience? |
| **Authenticity** | Living up to promises? |

### Touchpoint Review

| Touchpoint | Check |
|------------|-------|
| **Website** | Visual, voice, UX |
| **Social** | Profile, content, engagement |
| **Email** | Design, tone, signatures |
| **Product** | Packaging, interface |
| **Support** | Scripts, responses |

---

## 10. Brand Refresh vs Rebrand

### When to Refresh

| Signal | Action |
|--------|--------|
| **Dated look** | Visual update |
| **Inconsistency** | Guidelines enforcement |
| **New audience** | Voice evolution |

### When to Rebrand

| Signal | Action |
|--------|--------|
| **Merger/acquisition** | New identity |
| **Major pivot** | Complete overhaul |
| **Reputation crisis** | Fresh start |
| **Fundamental change** | New positioning |

---

> **Remember:** A strong brand is built on consistency. Every touchpoint should feel like it comes from the same source.