brand-dna-builder

name	brand-dna-builder
description	Use this skill when the user asks Claude to define or refine a brand's core DNA — mission, USP, core promise, voice, visual identity, archetype mapping. Outputs the foundational brand-pack.md that all downstream creative work depends on.

Brand DNA Builder

Purpose: Define the brand's core identity in a way that's actionable for downstream creative work (PDPs, ads, content, slideshows).

A brand DNA isn't a vibe board — it's a set of decisions that bind every creative output.

---

THE 10 DNA FIELDS

Field	Question it answers
1. Brand name + parent	What's the brand called, who owns it?
2. Mission	What does this brand stand for?
3. Core product / category	What's the brand actually selling?
4. USP (Unique Selling Proposition)	What makes this brand different from saturated competitors?
5. Core promise	What does the brand promise the customer? (Single sentence.)
6. Voice attributes	3-5 adjectives that describe how the brand sounds
7. Visual identity	Palette (hex), typography, aesthetic reference
8. Archetype mapping	Jungian primary + secondary archetype
9. What it's NOT	The opposite — what this brand explicitly rejects
10. Founder/origin story	Why this brand exists (humans buy from humans)

---

ARCHETYPE MAPPING (Jungian — Jake operates from this)

Each brand maps to a PRIMARY archetype and a SECONDARY for tension/depth.

Archetype	What it represents	DTC examples
Sage	Wisdom, knowledge, truth	Headspace, NYT, Aesop
Creator	Innovation, expression	Notion, Apple, Lego
Caregiver	Protection, nurture	Burt's Bees, Dove
Hero	Mastery, achievement	Nike, Patagonia
Warrior	Discipline, strength	Crossfit, Tactical brands
Lover	Beauty, intimacy	Glossier, La Mer
Magician	Transformation	Apple (also), Tesla
Ruler	Authority, prestige	Rolex, Mercedes
Innocent	Purity, simplicity	Coca-Cola, Dove (also)
Explorer	Freedom, adventure	Patagonia (also), Subaru
Jester	Joy, play	Old Spice, Wendy's
Everyman	Belonging, ordinary	Target, IKEA

Abundria mapping (per Jake's note): Sage + Creator/Warrior/Lover

• Sage primary — wisdom, refined knowledge, calm authority
• Creator/Warrior/Lover varies by product line — Palm Aura leans Caregiver

Pit Smith mapping (proposed, [VERIFY with Jake]): Warrior + Everyman

• Warrior primary — discipline, mastery of the grill, pitmaster identity
• Everyman secondary — accessible to any backyard host, not elitist

---

WHAT IT'S NOT (the negative definition)

This is the most under-used DNA field. Define what the brand explicitly REJECTS.

Examples:

• Abundria is NOT: clinical, pharmacy-aesthetic, generic-wellness, biohacker-bro, anti-aging-as-vanity
• Pit Smith is NOT: novelty-gadget, cheap-Amazon, women-coded backyard, commercial-kitchen

When you can name what a brand isn't, downstream creative gets sharper. A copywriter or designer can immediately reject off-brand directions.

---

VOICE ATTRIBUTES

Pick 3-5 adjectives. They must:

• Be specific (not "professional" or "friendly" — these mean nothing)
• Be testable (a copy review can pass/fail against them)
• Avoid contradictions ("formal AND playful" usually fails in execution)

Examples:

• Abundria: refined, grounded, observant, intentional, calm
• Pit Smith: rugged, practical, confident, summer-ready (no formality, no clinical, no novelty)

---

OUTPUT FORMAT

Update brands/<brand>/brand-pack.md (top section). Format:

# Brand DNA — <Brand>

## 1. Identity
- Brand: <name>
- Parent: <parent co>
- Status: <pre-launch / live / scaling>

## 2. Mission
[One sentence — what does this brand stand for in the world]

## 3. Core product / category
[What it sells]

## 4. USP
[Single sentence — what makes it different from saturated competitors]

## 5. Core promise
[What the customer can expect — one sentence]

## 6. Voice attributes
- [Adjective 1]
- [Adjective 2]
- [Adjective 3]
- (optional 4-5)

## 7. Visual identity
- Palette: [hex codes with token names]
- Typography: [heading font, body font, fallbacks]
- Aesthetic reference: [Kinfolk / Filson / Aesop / etc.]

## 8. Archetype
- Primary: [archetype]
- Secondary: [archetype]
- How they show up: [1-2 sentences each]

## 9. What this brand is NOT
- [Explicit rejection 1]
- [Explicit rejection 2]
- [Explicit rejection 3]

## 10. Founder / origin
[2-3 sentences — why this brand exists]

---

VALIDATION CHECKLIST

Before locking the DNA:

• A copywriter could write 3 on-brand headlines from this alone
• A designer could mock 3 on-brand visuals from this alone
• Jake's coach could read it and immediately know the brand position
• Every claim in the DNA can be defended (no aspirational fiction)
• The "what it's NOT" section is as developed as the "what it IS"