brand-brain-schema

name	brand-brain-schema
description	Use this skill whenever the user asks Claude to set up, compile, or query a DTC brand brain. Defines the canonical raw/ → wiki/ → outputs/ structure, the six core wiki articles, the cross-linking rules, and the source-citation requirements. Activates on /compile-wiki, /scaffold-brain, and any brand-brain question.

Brand Brain Schema

Purpose: The structural contract for Jake's DTC brand brain. Every raw file maps to a wiki article. Every wiki claim cites a raw source. Every output compounds back into the wiki on next compile.

---

CANONICAL STRUCTURE

<brand>-brain/
├── raw/                  ← Source material (Jake writes; Claude reads)
│   ├── ads/              → fuels wiki/hooks-that-work.md + performance-patterns.md
│   ├── customers/        → fuels wiki/customer-pains.md
│   ├── competitors/      → fuels wiki/competitor-angles.md
│   ├── brand/            → fuels wiki/brand-voice.md
│   ├── performance/      → fuels wiki/performance-patterns.md
│   └── notes/            → fuels wiki/creative-brief-library.md (+ all articles)
├── wiki/                 ← Synthesized intelligence (Claude maintains)
│   ├── INDEX.md
│   ├── hooks-that-work.md
│   ├── customer-pains.md
│   ├── competitor-angles.md
│   ├── brand-voice.md
│   ├── performance-patterns.md
│   └── creative-brief-library.md
└── outputs/              ← Answers and reports (Claude writes; feeds back into next compile)
    ├── briefs/
    ├── question-answers/
    └── health-checks/

---

RAW FOLDER CONTENTS (what Jake drops in)

raw/ads/

• Meta Ads performance CSV (last 30-90 days)
• TikTok Ads performance CSV
• Top 20 performing creative screenshots
• Ad copy text files (top 10 ads' copy)
• GetHookd exports of competitor winners

raw/customers/

• Reviews export (Judge.me, Yotpo, Trustpilot)
• Customer survey responses
• Customer interview transcripts
• Support ticket themes
• Reddit threads / Amazon Q&A relevant to the niche

raw/competitors/

• Competitor ad screenshots (Meta Ad Library)
• Competitor landing page screenshots or copy dumps
• Brand positioning notes
• TrendTrack competitor briefs

raw/brand/

• Brand voice document
• Positioning statement
• Value proposition canvas
• StoryBrand BrandScript
• Avatar docs
• Necessary Beliefs doc

raw/performance/

• Weekly performance reports
• Monthly business reviews
• GA4 / Shopify analytics exports
• Email/SMS campaign performance
• LTV/CAC reports

raw/notes/

• Meeting notes (coach reviews, strategy sessions)
• Loose ideas and observations
• Hypotheses to test
• Things Jake noticed in the market

---

THE SIX WIKI ARTICLES (templates)

Each article follows the same structure:

# <Article Title>
**Last compiled:** <YYYY-MM-DD>
**Brand:** <name>
**Sources read:** <count of raw files this compile>

---

## Summary
[3-5 sentence executive summary]

## Key findings
[The most important insights, ranked]

## Detailed analysis
[Section-by-section breakdown with source citations]

## Cross-links
- See also: wiki/<other-article>.md for [topic]

## [VERIFY] flags
[Any claims that need human verification]

Article: hooks-that-work.md

Synthesizes from raw/ads/ and raw/performance/.

Contains:

• Top 10 hooks by performance (CTR, hook rate, conversion)
• Hook patterns (pattern interrupts, curiosity, pain-first, social proof)
• Hook + angle pairings that compound
• Failed hooks and why
• Hook types underrepresented in current testing

Article: customer-pains.md

Synthesizes from raw/customers/.

Contains:

• Top 10 pain points by frequency in reviews/support
• Internal vs external vs philosophical pain (StoryBrand schema)
• Pain points that map to existing ads
• Pain points NOT being addressed (creative whitespace)
• Customer voice samples (paraphrased, never quoted directly per Meta compliance)

Article: competitor-angles.md

Synthesizes from raw/competitors/.

Contains:

• Top competitors and their dominant angles
• Saturated angles to avoid
• Competitor weaknesses / underserved angles
• Where Jake's brand has positioning whitespace
• Competitor's evolution over time (what they've moved away from)

Article: brand-voice.md

Synthesizes from raw/brand/.

Contains:

• Brand voice attributes (tone, vocabulary, sentence structure)
• StoryBrand role definitions for this brand
• Jungian archetype mapping (if applicable)
• Drift detection — where ads/copy diverge from voice
• Voice examples (best-fit copy from raw/ads/)

Article: performance-patterns.md

Synthesizes from raw/performance/ and raw/ads/.

Contains:

• What's correlated with winners (hook type, angle, format, length)
• What's correlated with losers
• Seasonal patterns
• Audience patterns (which demos convert best)
• Day-of-week / time-of-day patterns (if data supports)

Article: creative-brief-library.md

Synthesizes from raw/notes/ and outputs/.

Contains:

• Past creative briefs (what was planned, what shipped)
• Templates for new briefs
• Lessons from each campaign
• Open hypotheses to test

---

INDEX.md (auto-maintained)

# Brand Brain Index — <Brand>
**Last compiled:** <date>
**Total raw files:** <count>
**Total questions answered:** <count from outputs/>

## Articles
1. hooks-that-work.md — [last summary]
2. customer-pains.md — [last summary]
...

## Recent questions asked
- [Date] [Question slug] → outputs/<file>
- ...

## Health
- Last health check: <date>
- Contradictions outstanding: <count>
- Articles with no source citation: <count>

---

COMPILATION RULES

When /compile-wiki runs:

1. Read every file in raw/, top to bottom
2. For each wiki article, synthesize the relevant raw files into the article structure
3. Cite sources inline — (source: raw/ads/meta-q1-export.csv, row 47)
4. Cross-link aggressively — every article should link to ≥2 other articles where topics intersect
5. Update INDEX.md with the new compile date and any summary changes
6. Pull from outputs/ — saved answers from prior questions feed back in
7. Flag contradictions — if raw/brand/voice.md says "premium" but raw/ads/ performance favors casual, surface that conflict in brand-voice.md
8. Do NOT invent claims. If a topic isn't covered in raw/, the wiki should say so explicitly, not guess.

---

QUERY RULES

When Jake asks a question against the brain:

1. Read the relevant wiki articles first (always — they're the synthesis layer)
2. Dip into raw/ if the wiki doesn't have enough detail
3. Cite sources in the answer — point Jake to specific files
4. Save the answer to outputs/question-answers/<slug>-<date>.md
5. Flag any [VERIFY] if the answer hinges on unverified data