brand-identity

# Brand Identity Brand voice, visual identity, messaging frameworks, and consistency systems. ## When to Use - Defining brand voice and content tone - Creating/reviewing visual identity standards - Building messaging framework - Auditing brand consistency - Organizing brand assets --- ## Brand Voice Framework ### 4 Dimensions of Brand Voice 1. **Character/Persona** — Who is the brand as a person? 2. **Tone** — How does the character express themselves in different contexts? 3. **Language** — Specific vocabulary and sentence style 4. **Purpose** — Why does the brand communicate? ### Voice vs. Tone - **Voice** stays constant (who you are) - **Tone** adapts to context (how you express it) | Context | Tone Adjustment | |---------|----------------| | Marketing copy | Energetic, inspiring | | Error messages | Calm, helpful, solution-focused | | Onboarding | Encouraging, clear | | Support | Patient, empathetic | | Social media | Casual, engaged | ### Voice Definition Template ``` [Brand Name] sounds like: [3 voice adjectives] [Brand Name] never sounds like: [3 opposite adjectives] In practice, we are [adjective] but not [extreme version]. Example: "Confident but not arrogant" "Friendly but not unprofessional" "Expert but not condescending" ``` ### Writing Style Rules - Sentence length: [Short/Medium/Long]? → Default: Mix, avg <20 words - Jargon policy: [Use freely / Explain always / Avoid]? - Contractions: [Yes / No]? - Humor: [Frequent / Occasional / Never]? - First person ("we"): [Yes / No]? --- ## Visual Identity ### Color System ``` Primary: #______ — Main brand actions, CTA buttons Secondary: #______ — Accents, highlights Background: #______ — Page/card backgrounds Text: #______ — Primary reading text Text-muted: #______ — Subtext, captions Accent: #______ — Hover, active states Success: #______ — Positive feedback Error: #______ — Alerts, warnings ``` **Contrast rules:** All text must meet WCAG AA (4.5:1 ratio minimum). ### Typography Hierarchy | Element | Font | Weight | Size | |---------|------|--------|------| | H1 | [Font] | 700 | 32-48px | | H2 | [Font] | 600 | 24-32px | | H3 | [Font] | 600 | 20-24px | | Body | [Font] | 400 | 16-18px | | Caption | [Font] | 400 | 12-14px | | Code | [Mono Font] | 400 | 14px | ### Logo Usage Rules - **Clear space:** Minimum 2x logo height on all sides - **Minimum size:** 80px width for digital - **Dark backgrounds:** Use light/white version - **Light backgrounds:** Use dark/primary version - **Never:** Stretch, rotate, recolor, add effects, use on busy backgrounds --- ## Messaging Framework ### Brand Positioning Statement ``` For [target audience] who [have this problem/need], [Brand Name] is the [category] that [key benefit] because [reason to believe]. Unlike [alternatives], we [key differentiator]. ``` ### Elevator Pitches **5-second version:** [Tagline only] **30-second version:** [1-2 sentences — who, what, outcome] **2-minute version:** [Full story — problem, solution, proof, CTA] ### Message Hierarchy | Audience Awareness | Key Message | |---|---| | Unaware | [Problem-focused hook] | | Problem-aware | [Solution category introduction] | | Solution-aware | [Why us vs. alternatives] | | Product-aware | [Specific features + proof] | | Most aware | [Offer + urgency] | ### Core Value Propositions 1. **Primary UVP** — [Single sentence, most important benefit] 2. **Secondary** — [Supporting benefit] 3. **Tertiary** — [Additional differentiator] --- ## Brand Consistency Checklist ### Every Content Piece - [ ] Matches brand voice adjectives (review voice card) - [ ] Uses approved terminology (no prohibited phrases) - [ ] CTA matches brand tone - [ ] Headline follows approved style - [ ] Color usage follows system - [ ] Typography uses brand fonts ### Visual Assets - [ ] Logo usage follows rules - [ ] Colors are from approved palette (hex verified) - [ ] Fonts are brand-approved - [ ] Images align with brand aesthetic - [ ] Clear space rules respected ### Cross-Platform Consistency - [ ] Website reflects brand guidelines - [ ] Social profiles use consistent bio/handle - [ ] Email signatures follow template - [ ] Ad creative matches brand style - [ ] App/product uses design system --- ## Brand Asset Organization ### Folder Structure ``` assets/brand/ ├── logos/ │ ├── primary/ (full color) │ ├── reversed/ (white/light versions) │ └── icon/ (favicon, app icon) ├── colors/ │ ├── palette.css (CSS variables) │ └── swatches.png (visual reference) ├── typography/ │ └── fonts/ (font files) ├── templates/ │ ├── email-signature.html │ ├── social-cover.psd │ └── pitch-deck.pptx └── guidelines.md (this document) ``` ### Asset Naming Convention `[brand]-[type]-[variant]-[size].[ext]` Examples: - `acme-logo-primary-full.svg` - `acme-logo-reversed-icon.png` - `acme-hero-homepage-v2.jpg` --- ## Brand Audit Questions Run quarterly to catch drift: 1. Pick 10 random pieces of recent content — do they sound like one brand? 2. Check all social profiles — consistent bio, logo, colors? 3. Review emails from last 3 months — do they feel the same as website? 4. Compare to competitor brands — are we clearly differentiated? 5. Ask a new team member: "How would you describe our brand voice?" ## Integration with SEOSONA OS - **Brand context file:** `3_MEMORY/specs/brand_guidelines.md` (fill template) - **Auto-injection:** `scripts/connectors/brand_context.py` reads and injects into reports - **Content:** All `copywriting` and `email_marketing` tasks read brand context first - **Consistency:** Run brand audit before major campaign launches