| name | brand-identity |
| description | Use when creating or refining a brand - guides naming, voice and tone, brand story, visual direction, and brand principles |
Brand Identity
Overview
Define the brand's name, voice, tone, story, and visual direction. Produces a brand guide that downstream skills reference for consistent messaging.
Announce at start: "I'm using the brand-identity skill to define the brand."
Process
Step 1: Context gathering
- Read existing docs:
docs/marketing/market-research.md, docs/marketing/customer-personas.md
- Ask the output mode question (minimal vs full)
Step 2: Five areas, one at a time
Present and validate each area before moving to the next:
Naming (skip if product already has a name)
- Brainstorm 5-7 name options with rationale
- Narrow to top 3, ask user to pick
- Consider: memorability, domain availability, cultural connotations
Brand story
- Ask: What's the origin? Why does this exist? What change does it want to make?
- Draft a short narrative (150-200 words) for validation
Voice & tone
- Establish 3-4 voice attributes
- Each attribute gets a do/don't example pair
- Example: "Confident but not arrogant" → DO: "We built this to solve X" / DON'T: "Unlike inferior alternatives..."
Visual direction
- Color palette: 3-5 colors with hex codes and usage (primary, secondary, accent)
- Typography: 1-2 font recommendations with reasoning
- Imagery style: what kind of photos/illustrations fit the brand
- Not a full design system - just enough to guide decisions
Brand principles
- 3-5 core principles that guide all marketing decisions
- Each principle: name + one-sentence explanation
Step 3: Write output
- Write
docs/marketing/brand-identity.md
- Full mode adds: brand guidelines as YAML (colors, fonts, voice attributes), sample tagline variations, style tokens file
Step 4: Handoff
- Suggest
globalcoder-marketing:positioning-strategy
Key Principles
- Validate each area separately - brand decisions are subjective, iterate tightly
- Show don't tell - do/don't examples for voice, hex codes for colors
- Keep it actionable - enough to guide decisions, not a 50-page brand book
