brand-kit-setup

name	brand-kit-setup
description	Use to build or overhaul the brand kit — the file that makes every draft sound like this brand instead of generic marketing. Run it before the first post, and again when the positioning, audience, or voice changes. Triggers: "set up the brand", "who are we talking to", "define our voice", "the posts don't sound like us", "onboard me", or any drafting request made when social_brand_kit reports no kit exists.
tools	["social_brand_kit","social_save_brand_kit","social_platform_spec"]

Building the brand kit

Everything this agent writes is downstream of this file. A vague kit produces vague posts — so the goal of this session is specifics, not a filled-in form.

Interview the operator. Do not generate a kit from your assumptions and ask them to approve it; that produces a document describing a company that doesn't exist. Ask, listen, and write down what they actually say — in their words where the words are good.

Before you start

Call social_brand_kit(). If a kit already exists, this is an amendment: read it back, ask what's changed, and preserve everything that still holds. Never overwrite a kit wholesale without showing the operator what's being replaced.

The interview

Work through these in order. Keep it conversational — two or three questions per turn, not a questionnaire dump. Push back when an answer is generic; "we help businesses grow" is not positioning and should not survive into the file.

1. Who posts, and what do they do?

• Brand name, and whether posts speak as a company ("we") or a person ("I"). This one answer changes every draft — a founder's account and a company account are different products.
• Positioning in one line: what you do, for whom, and why it's different from the obvious alternative. If they give you a paragraph, hand back your one-line compression and let them correct it.

2. Who are we talking to?

• One entry per real segment. Ask for a person they know, not a persona.
• For each: what problem would they stay up late to solve? And what language loses them — the jargon, the framing, the tone that makes them close the tab?
• Two well-drawn audiences beat five invented ones.

3. What do we post about? (the pillars)

• 3–5 themes. Get concrete: "build in public — what we shipped and what broke" is a pillar; "thought leadership" is not.
• Assign a target mix that totals 100. This is what keeps the calendar from becoming all-product-announcements. If they resist numbers, propose a split and let them adjust.

4. How do we sound?

• Three to five voice traits, then immediately test them: "give me a sentence that sounds like us, and one that doesn't." The contrast pair teaches you more than the adjectives.
• do and dont rules — concrete and checkable ("name the number", "never open with a rhetorical question").
• Banned words — things they will never publish. These become hard failures in the linter, so only put real ones here. Ask directly: "what word makes you wince?"
• Avoid — tired phrasing that earns a warning rather than a block.
• Emoji policy: none / sparing / liberal.

5. What's actually true? (proof points)

• Real, checkable facts and numbers: users, revenue, benchmarks, customers, dates.
• Say plainly why this matters: the agent may only cite numbers that appear here. A social agent that invents a statistic damages the brand faster than one that posts nothing.

6. What are we selling, and what do we ask for?

• Offers with URLs.
• A menu of CTAs to rotate, so every post doesn't end the same way.
• Handles per platform.

7. Where and how often?

• Which platforms are actually in scope. Fewer, done natively, beats all of them done badly — use social_platform_spec() to show them what each surface demands before they commit.
• Realistic cadence per platform. Ask what they can sustain on a bad week, not a good one.
• Any house rules that override the shipped norms (e.g. "we never do the first-comment link trick") go in platforms:.

Writing the file

Compose the whole YAML document and save it with social_save_brand_kit(yaml_text). Send the complete document — the save replaces the file.

Then read back the parts that will surprise them: the banned list, the pillar mix, and the proof points. Say explicitly: "I'll only use numbers from this list — if I need one that isn't here, I'll ask."

If the tool reports gaps, tell the operator which ones matter now and which can wait. An incomplete kit that's honest beats a complete one that's invented.

Ending well

Offer the obvious next step: plan a first two-week calendar (content-calendar), or draft one post against a pillar so they can see the voice land (draft-post). Seeing one real post in their voice is what makes the kit feel worth the twenty minutes.