define-brand-guidelines

# Brand Guidelines Skill Create the BRAND_GUIDELINES.md document that defines HOW to communicate with your customer. This document drives all copy and messaging: app UI, marketing, support, emails, everything. > **Prerequisite**: CUSTOMER.md must exist. Brand guidelines without customer definition is just aesthetic preference. The voice must resonate with WHO you're talking to. ## Overview This skill supports both **creating new brand guidelines** and **refining existing ones**. This skill guides you through: 0. **Prerequisite Check** - Verify CUSTOMER.md exists; stop if not 1. **Discovery** - Questions about brand personality, voice, language preferences 2. **Draft Generation** - Create BRAND_GUIDELINES.md based on inputs 3. **Refinement** - Test with sample copy, iterate until voice feels right ## Workflow ### Phase 0: Prerequisite Check **CRITICAL**: Before anything else, check for CUSTOMER.md: 1. Use Glob to search for `**/CUSTOMER.md` in the current directory 2. **If NOT found**: Stop immediately and inform the user: ``` "I can't create brand guidelines without knowing WHO you're talking to. Please create your CUSTOMER.md first using /define-customer. Brand voice without customer definition is just aesthetic preference - it won't resonate with anyone specific." ``` Do NOT proceed. End the workflow here. 3. **If found**: Read the CUSTOMER.md and extract key context: - ICP definition (who they are) - Pain points (what problems they have) - What they value (in a solution) - Anti-personas (who they're NOT) - Any language/communication hints **IMPORTANT - Pre-fill Recommendations**: Use CUSTOMER.md to infer recommended options for all questions. Examples: | If CUSTOMER.md says... | Recommend... | |------------------------|--------------| | ICP values "speed", "efficiency", "no patience" | Direct communication, short copy | | ICP is technical (developers, engineers) | Technical language okay, precision matters | | ICP values "data", "statistics", "proof" | Data-driven persuasion style | | Anti-persona is "purists" or "academics" | Avoid being preachy or condescending | | ICP is "fun-seekers", "casual players" | More playful tone, casual formality | | ICP is "executives", "professionals" | More formal, authoritative personality | The goal: **User should be able to accept all recommended defaults** and get a solid brand guide. Only ask them to deviate where CUSTOMER.md doesn't provide clear signals. Then check for existing BRAND_GUIDELINES.md: ``` header: "Existing Brand Guidelines Found" question: "I found existing BRAND_GUIDELINES.md. What would you like to do?" options: - "Refine it - update based on new insights" - "Start fresh - create new brand guidelines" - "Review it - just read through what's there" ``` ### Phase 1: Discovery Use AskUserQuestion for all questions. **Put the recommended option FIRST** with "(Recommended)" suffix. Infer recommendations from CUSTOMER.md. **Question 1: Brand Personality** Infer from CUSTOMER.md: - Data-driven ICP → "Authoritative expert" - Beginners/learners → "Friendly mentor" - Contrarian/challengers → "Provocative challenger" - Enterprise/professional → "Calm professional" - Fun-seekers/enthusiasts → "Energetic enthusiast" or "Witty companion" ``` header: "Brand Personality" question: "If your brand was a person speaking to your customer, who would they be?" options: - "[Inferred from CUSTOMER.md] (Recommended)" - "Authoritative expert - confident, definitive, data-driven" - "Friendly mentor - approachable, helpful, encouraging" - "Provocative challenger - bold, contrarian, challenges assumptions" - "Calm professional - measured, trustworthy, understated" - "Energetic enthusiast - excited, passionate, motivating" - "Witty companion - clever, playful, personality-forward" ``` **Question 2: Voice Dimensions** Infer each dimension from CUSTOMER.md. Put recommended first. ``` header: "Formality" question: "How formal is your brand's voice?" options: - "[Inferred] (Recommended)" # e.g., "Casual" if ICP is blitz players - "Very formal - professional, polished, no contractions" - "Somewhat formal - professional but approachable" - "Neutral - depends on context" - "Casual - relaxed, contractions okay, conversational" - "Very casual - informal, slang okay, like texting a friend" ``` Inference rules for formality: - Enterprise/executives → Very formal or Somewhat formal - Developers → Casual or Neutral - Consumers/players → Casual or Very casual - Default → Casual (most approachable) ``` header: "Tone Weight" question: "How serious vs playful is your brand?" options: - "[Inferred] (Recommended)" # e.g., "Mostly serious" if data-driven - "Very serious - no humor, all business" - "Mostly serious - occasional lightness" - "Balanced - serious when needed, light when appropriate" - "Mostly playful - humor is part of the brand" - "Very playful - fun and entertainment are core" ``` Inference rules for tone: - ICP values "fun", "enjoyment" → Mostly playful or Balanced - ICP values "data", "precision" → Mostly serious - B2B/professional → Balanced or Mostly serious - Default → Balanced ``` header: "Technical Level" question: "How technical is your language?" options: - "[Inferred] (Recommended)" - "Highly technical - jargon expected, precision matters" - "Somewhat technical - domain terms with explanation" - "Accessible - simple language, avoid jargon" - "Very simple - anyone should understand" ``` Inference rules: - ICP is developers/engineers → Highly technical or Somewhat technical - ICP values "plain language", "accessible" → Accessible - General consumers → Very simple or Accessible - Default → Somewhat technical ``` header: "Directness" question: "How direct is your communication?" options: - "[Inferred] (Recommended)" - "Very direct - commands, no hedging, get to the point" - "Direct - clear and straightforward" - "Balanced - direct but diplomatic" - "Soft - suggestive, options-focused" - "Very soft - gentle, lots of qualifiers" ``` Inference rules: - ICP values "speed", "efficiency", "no patience" → Very direct - ICP is time-constrained → Very direct or Direct - ICP is beginners/learners → Balanced or Soft - Default → Direct **Question 3: Writing Style** ``` header: "Copy Style" question: "What does your ideal copy look like?" options: - "[Inferred options pre-selected] (Recommended)" - "Short and punchy - minimal words, maximum impact" - "Concise but complete - efficient, no fluff" - "Conversational flow - natural, like talking" - "Rich and detailed - thorough explanations" multiSelect: true ``` Inference: If ICP values speed → "Short and punchy". If ICP is technical → "Concise but complete". ``` header: "Persuasion Style" question: "How do you persuade?" options: - "[Inferred options pre-selected] (Recommended)" - "Data and evidence - stats, proof, numbers" - "Benefits and outcomes - what they'll achieve" - "Emotional resonance - how they'll feel" - "Social proof - others trust us" - "Authority - we're the experts" multiSelect: true ``` Inference: Match to "What the ICP Values" from CUSTOMER.md. **Question 4: Language Preferences** ``` header: "Language Rules" question: "Select your language preferences:" options: - "[Inferred bundle] (Recommended)" # Pre-select compatible options - "Use contractions (we're, you'll, it's)" - "Avoid contractions (we are, you will, it is)" - "Emoji okay in appropriate contexts" - "No emoji ever" - "Exclamation marks okay (sparingly)" - "No exclamation marks" - "Industry jargon okay for our audience" - "Avoid all jargon" multiSelect: true ``` Default recommendation: "Use contractions" + "No emoji" + "Industry jargon okay" (professional but approachable) **Question 5: Anti-Patterns** ``` header: "Voice Anti-Patterns" question: "What should your brand NEVER sound like?" options: - "[Inferred from anti-personas] (Recommended)" - "Corporate buzzwords (synergy, leverage, ideate)" - "Overly salesy (ACT NOW! LIMITED TIME!)" - "Condescending or preachy" - "Wishy-washy or uncertain" - "Generic AI-speak (I hope this helps!)" - "Robotic or cold" - "Overly casual or unprofessional" - "Boring or dry" multiSelect: true ``` Inference: Map anti-persona traits to voice anti-patterns. E.g., if anti-persona is "purists who debate principles" → recommend "Condescending or preachy". **Question 6: Core Value Propositions** ``` header: "Value Props" question: "What are the 2-3 main arguments/benefits your brand communicates?" freeText: true placeholder: "e.g., '1. Faster than alternatives 2. Data-driven decisions 3. Built for experts'" ``` **Question 7: The Hook** ``` header: "The Hook" question: "What's the single most compelling thing you can say to grab attention?" freeText: true placeholder: "The one sentence that makes your ICP say 'tell me more'" ``` **Question 8: Existing Copy** (Optional) ``` header: "Examples" question: "Do you have any existing copy you love or hate? (Paste examples or describe)" freeText: true placeholder: "Optional - helps calibrate the voice. e.g., 'I love Stripe's docs - clear, technical, no fluff'" ``` **Question 9+: Gap-Filling** After core questions, verify you have clarity on: - Brand personality (clear, specific) - Voice dimensions (where on each spectrum) - What to avoid (anti-patterns) - Core messages (value props) Keep asking until confident. ### Phase 2: Draft Generation Generate BRAND_GUIDELINES.md using this structure: ```markdown # [Product Name] Brand Guidelines > **The Single Rule**: [One sentence that captures how every piece of copy should feel] --- ## Voice Identity [One paragraph describing the brand's personality - who it would be if it were a person talking to the ICP] ### Voice Characteristics | Characteristic | What This Means | Example | |----------------|-----------------|---------| | [Trait 1] | [How it manifests in copy] | "[Sample phrase]" | | [Trait 2] | [How it manifests in copy] | "[Sample phrase]" | | [Trait 3] | [How it manifests in copy] | "[Sample phrase]" | ### We Are / We Are NOT | We Are... | We Are NOT... | |-----------|---------------| | [Positive trait] | [Opposite to avoid] | | [Positive trait] | [Opposite to avoid] | | [Positive trait] | [Opposite to avoid] | | [Positive trait] | [Opposite to avoid] | --- ## Tone by Context Voice is constant. Tone flexes based on context. | Context | Tone Shift | Example | |---------|------------|---------| | **Marketing/Landing** | [How tone adjusts] | "[Sample]" | | **In-App UI** | [How tone adjusts] | "[Sample]" | | **Error Messages** | [How tone adjusts] | "[Sample]" | | **Success States** | [How tone adjusts] | "[Sample]" | | **Email/Notifications** | [How tone adjusts] | "[Sample]" | | **Help/Support** | [How tone adjusts] | "[Sample]" | --- ## Language Rules ### USE These Words/Phrases | Word/Phrase | When to Use | Instead of | |-------------|-------------|------------| | [Term] | [Context] | [Generic alternative] | | [Term] | [Context] | [Generic alternative] | | [Term] | [Context] | [Generic alternative] | ### AVOID These Words/Phrases | Word/Phrase | Why | Use Instead | |-------------|-----|-------------| | [Term] | [Reason it's off-brand] | [Better alternative] | | [Term] | [Reason it's off-brand] | [Better alternative] | | [Term] | [Reason it's off-brand] | [Better alternative] | ### Product Terminology | Term | Definition | Usage | |------|------------|-------| | [Product-specific term] | [What it means] | [How to use in copy] | | [Product-specific term] | [What it means] | [How to use in copy] | ### Style Rules - **Contractions**: [Yes/No/When] - **Sentence length**: [Preference] - **Paragraph length**: [Preference] - **Emoji**: [Yes/No/When] - **Exclamation marks**: [Yes/No/When] - **Oxford comma**: [Yes/No]