| name | ads dna |
| description | Brand DNA extractor for paid advertising. Scans a website URL to extract visual identity, tone of voice, color palette, typography, and imagery style. Outputs brand-profile.json. Run before /ads create or /ads generate for brand-consistent creative. Triggers on: "brand DNA", "brand profile", "extract brand", "brand identity", "brand colors", "analyze brand", "brand style guide", "brand voice"
|
/ads dna — Brand DNA Extractor
Extracts brand identity from a website and saves it as brand-profile.json
for use by /ads create, /ads generate, and /ads photoshoot.
Usage
/ads dna <url>
/ads dna https://acme.com
/ads dna https://acme.com --quick
Arguments
| Flag | Type | Default | Description |
|---|
<url> | string | required | Website URL to analyze |
--quick | flag | false | Homepage only (skip secondary pages) |
Process
Step 1: Collect URL
If the user hasn't provided a URL, ask:
"What website URL should I analyze for brand DNA?"
Step 2: Fetch Pages
Fetch in this order:
- Homepage (
<url>)
- About page — try
<url>/about, then <url>/about-us, then <url>/our-story
- Product/Services page — try
<url>/product, then <url>/products, then <url>/services
If --quick flag was provided: fetch the homepage only.
Step 3: Extract Brand Elements
From the fetched HTML, extract:
Colors:
og:image meta tag — analyze dominant colors- CSS
background-color on body, header, .hero, .btn-primary
- CSS
color on h1, h2, .btn
- Identify: primary (most prominent), secondary, background, text
Typography:
- Google Fonts
@import URLs — extract font names
- CSS
font-family on h1, h2, body
Voice:
Analyze hero headline, subheadline, About page intro, and CTA button text.
Score each axis 1-10:
| Signal | Score direction |
|---|
| Uses "you/your" frequently | formal_casual -> casual (+2) |
| Uses technical jargon | expert_accessible -> expert (-2) |
| Short punchy sentences (<=8 words) | bold_subtle -> bold (+2) |
| Data/stats in hero | rational_emotional -> rational (-2) |
| "Transform", "revolutionize" | traditional_innovative -> innovative (+2) |
| Customer testimonials lead | rational_emotional -> emotional (+2) |
Imagery style (from og:image and hero images):
- Photography vs. illustration vs. flat design
- Subject matter (people, product, abstract, data)
- Composition style (clean/minimal vs. busy/editorial)
Forbidden elements (infer from brand positioning):
- Enterprise/B2B -> "cheesy stock photos", "consumer lifestyle imagery"
- Healthcare -> "unqualified medical claims", "before/after imagery"
- Finance -> "get rich quick imagery", "unrealistic wealth displays"
Step 4: Build brand-profile.json
{
"schema_version": "1.0",
"brand_name": "string",
"website_url": "string",
"extracted_at": "ISO-8601",
"voice": {
"formal_casual": 1-10,
"rational_emotional": 1-10,
"playful_serious": 1-10,
"bold_subtle": 1-10,
"traditional_innovative": 1-10,
"expert_accessible": 1-10,
"descriptors": ["adjective1", "adjective2", "adjective3"]
},
"colors": {
"primary": "#hexcode or null",
"secondary": ["#hex1", "#hex2"],
"forbidden": ["#hex or color name"],
"background": "#hexcode",
"text": "#hexcode"
},
"typography": {
"heading_font": "Font Name or null",
"body_font": "Font Name or system-ui",
"pairing_descriptor": "brief description"
},
"imagery": {
"style": "professional photography | illustration | flat design | mixed",
"subjects": ["subject1", "subject2"],
"composition": "brief description",
"forbidden": ["element1", "element2"]
},
"aesthetic": {
"mood_keywords": ["keyword1", "keyword2", "keyword3"],
"texture": "minimal | textured | mixed",
"negative_space": "generous | moderate | dense"
},
"brand_values": ["value1", "value2", "value3"],
"target_audience": {
"age_range": "e.g. 25-45",
"profession": "brief description",
"pain_points": ["pain1", "pain2"],
"aspirations": ["aspiration1", "aspiration2"]
}
}
Step 5: Write brand-profile.json
Write to ./brand-profile.json in the current working directory.
Step 6: Confirm and Summarize
Brand DNA Summary:
Brand: [brand_name]
Voice: [descriptor 1], [descriptor 2], [descriptor 3]
Primary Color: [hex]
Typography: [heading_font] / [body_font]
Target: [age_range] [profession]
Run `/ads create` to generate campaign concepts from this profile.
Limitations
- Sparse content: Sites with <200 words produce lower-confidence profiles
- Dynamic sites: JavaScript-rendered content may not be captured
- Multi-brand enterprises: Creates one profile per URL. Run separately for each brand
- Dark mode sites: If body background is #333 or darker, swap background/text values
- CSS-in-JS: Modern React sites may not have extractable CSS. Use og:image colors as fallback
