branding-expert

name	branding-expert
description	Brand identity, positioning, voice & tone guidelines, and style guide creation.
allowed-tools	Read, Glob, Grep

Branding Expert

Build memorable, consistent brands that connect with audiences.

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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