Branding Expert

---
name: branding-expert
description: Brand STRATEGY hub — purpose, vision, values, archetypes, brand personality, tone-of-voice system, identity-system creation, brand guidelines document, brand audit, refresh vs rebrand — and the router to the brand deep-dive skills. Triggers on brand strategy, brand archetype, brand values, brand personality, brand story, brand guidelines document, brand audit, rebrand, refresh vs rebrand. Deep-dive references cover strategy, identity, voice, messaging, story, guidelines, audit, positioning, and rebranding. For a full naming workflow use brand-naming; for multi-brand portfolios use brand-architecture; for brand KPIs use brand-measurement; for packaging briefs use brand-packaging; for operational asset governance/compliance/token-sync use brand; for a paid-ads creative profile extracted from a website, use aak-ads' ads-dna (if that plugin is enabled).
allowed-tools: Read, Glob, Grep
---

# Branding Expert

> Build memorable, consistent brands that connect with audiences.

<!-- KIT NOTE — added by ai-agentic-kit: routing section. The frameworks below are the overview layer. -->
## Brand deep-dive skills (route here when the request goes deeper)

| When the user needs… | Hand off to |
|---|---|
| A full naming workflow (generate or score names, 7 tests, pre-finalization checklist) | `brand-naming` |
| How multiple brands / sub-brands / product lines relate (branded house, house of brands, endorsed, hybrid) | `brand-architecture` |
| Brand KPIs, brand-health tracking, equity scorecard, brand ROI | `brand-measurement` |
| A packaging design brief (structure, hierarchy, materials, unboxing) | `brand-packaging` |
| A belief-driven brand manifesto / credo | `brand-manifesto` |
| A founder / executive / creator personal brand | `personal-brand` |
| Customer-created content, reviews, UGC creator briefs, rights | `ugc-strategy` |
| WhatsApp as a marketing / conversational channel | `whatsapp-marketing` |
| Positioning statement grounded in competitive alternatives, messaging, shared context doc | `product-marketing` |
| Several expert lenses debating a brand decision (e.g., rebrand or not) | `marketing-council` |
| Operational asset governance, compliance, design-token sync | `brand` |

---

## 1. Brand Strategy Framework

| Element | Definition | Output |
|---------|------------|--------|
| **Purpose** | Why you exist beyond profit | Mission statement |
| **Vision** | Where you're going | Vision statement |
| **Values** | What you believe in | Core values |
| **Position** | How you're different | Positioning statement |
| **Personality** | How you act | Brand archetypes |
| **Voice** | How you sound | Voice guidelines |

---

## 2. Brand Positioning

### Positioning Statement Template

```
For [target audience]
Who [need/want]
[Brand] is the [category]
That [key benefit]
Because [reason to believe]
```

### Competitive Positioning

| Strategy | Approach |
|----------|----------|
| **Head-to-head** | Beat the leader |
| **Differentiation** | Unique attribute |
| **Niche** | Specific segment |
| **Category creation** | New space |
| **Value** | Best price |

---

## 3. Brand Archetypes

| Archetype | Desire | Example Brands |
|-----------|--------|----------------|
| **Innocent** | Safety, simplicity | Dove, Coca-Cola |
| **Explorer** | Freedom, discovery | Jeep, Patagonia |
| **Sage** | Knowledge, truth | Google, BBC |
| **Hero** | Mastery, courage | Nike, BMW |
| **Outlaw** | Revolution | Harley-Davidson |
| **Magician** | Transformation | Apple, Disney |
| **Regular Guy** | Belonging | IKEA, Target |
| **Lover** | Intimacy, beauty | Chanel, Häagen-Dazs |
| **Jester** | Joy, fun | M&Ms, Old Spice |
| **Caregiver** | Service, help | Johnson & Johnson |
| **Creator** | Innovation | Lego, Adobe |
| **Ruler** | Control, power | Mercedes, Rolex |

---

## 4. Brand Voice

### Voice Dimensions

| Dimension | Spectrum |
|-----------|----------|
| **Formal ↔ Casual** | Professional vs friendly |
| **Serious ↔ Humorous** | Straight vs playful |
| **Respectful ↔ Irreverent** | Traditional vs edgy |
| **Enthusiastic ↔ Matter-of-fact** | Excited vs neutral |

### Voice Chart Template

| Trait | Description | Do | Don't |
|-------|-------------|-----|-------|
| **Confident** | We know our stuff | Use definitive language | Be arrogant |
| **Friendly** | Approachable | Use "you" and "we" | Be too familiar |
| **Clear** | Easy to understand | Use simple words | Use jargon |

---

## 5. Tone Variations

### Tone by Context

| Context | Tone Adjustment |
|---------|-----------------|
| **Marketing** | Inspiring, benefit-focused |
| **Support** | Patient, empathetic |
| **Error messages** | Helpful, calm |
| **Legal** | Clear, precise |
| **Social** | Conversational, human |
| **Crisis** | Serious, transparent |

### Emotion Grid

| Audience Feeling | Our Response |
|------------------|--------------|
| **Confused** | Clarifying, patient |
| **Frustrated** | Empathetic, helpful |
| **Excited** | Match energy, celebrate |
| **Skeptical** | Proof-focused, humble |

---

## 6. Visual Identity

### Logo Guidelines

| Element | Guidance |
|---------|----------|
| **Clear space** | Minimum breathing room |
| **Minimum size** | Legibility threshold |
| **Color versions** | Full, mono, reversed |
| **Misuse** | What not to do |

### Color System

| Type | Purpose | Example |
|------|---------|---------|
| **Primary** | Main brand color | Hero elements |
| **Secondary** | Support colors | Accents |
| **Neutral** | Text, backgrounds | UI elements |
| **Semantic** | Status colors | Success, error |

### Typography

| Level | Use |
|-------|-----|
| **Display** | Headlines, hero text |
| **Body** | Paragraphs, content |
| **UI** | Interface elements |
| **Mono** | Code, data |

---

## 7. Brand Guidelines Document

### Essential Sections

| Section | Contents |
|---------|----------|
| **Introduction** | Brand story, purpose |
| **Logo** | Usage, clear space, variations |
| **Color** | Palette, accessibility |
| **Typography** | Fonts, hierarchy |
| **Photography** | Style, composition |
| **Iconography** | Style, grid |
| **Voice** | Tone, vocabulary |
| **Applications** | Templates, examples |

---

## 8. Naming Guidelines

### Brand Name Criteria

| Criterion | Importance |
|-----------|------------|
| **Memorable** | Easy to recall |
| **Pronounceable** | Easy to say |
| **Spellable** | Easy to write |
| **Available** | Domain, trademark |
| **Meaningful** | Relevant associations |
| **Scalable** | Works as you grow |

### Naming Styles

| Style | Example | Pros |
|-------|---------|------|
| **Descriptive** | General Electric | Clear |
| **Abstract** | Xerox | Ownable |
| **Acronym** | IBM | Short |
| **Metaphor** | Amazon | Evocative |
| **Founder** | Ford | Personal |
| **Portmanteau** | Pinterest | Unique |

---

## 9. Brand Audit

### Audit Checklist

| Area | Questions |
|------|-----------|
| **Consistency** | Same look everywhere? |
| **Clarity** | Clear value proposition? |
| **Differentiation** | Standing out from competitors? |
| **Relevance** | Resonating with audience? |
| **Authenticity** | Living up to promises? |

### Touchpoint Review

| Touchpoint | Check |
|------------|-------|
| **Website** | Visual, voice, UX |
| **Social** | Profile, content, engagement |
| **Email** | Design, tone, signatures |
| **Product** | Packaging, interface |
| **Support** | Scripts, responses |

---

## 10. Brand Refresh vs Rebrand

### When to Refresh

| Signal | Action |
|--------|--------|
| **Dated look** | Visual update |
| **Inconsistency** | Guidelines enforcement |
| **New audience** | Voice evolution |

### When to Rebrand

| Signal | Action |
|--------|--------|
| **Merger/acquisition** | New identity |
| **Major pivot** | Complete overhaul |
| **Reputation crisis** | Fresh start |
| **Fundamental change** | New positioning |

---

> **Remember:** A strong brand is built on consistency. Every touchpoint should feel like it comes from the same source.

---

## Reference guides

<!-- KIT NOTE — added by ai-agentic-kit, NOT upstream. This section is a kit-added index. -->

Additional depth for this skill (load on demand):
- `references/brand-strategy.md` — full brand-strategy workflow: mode detection, a structured brand questionnaire, and a 12-section brand strategy report (vision, mission, values, audience, personality, voice, competitors, positioning, taglines).
- `references/brand-identity.md` — a visual identity brief a designer can execute from: identity strategy statement, logo direction, color palette, typography, imagery & photography style, iconography & illustration, design principles, brand expressions.
- `references/brand-voice.md` — a brand voice guide: voice overview, tone dimensions, voice qualities, vocabulary, writing-style rules, channel adaptations, before/after examples, and things we never say.
- `references/brand-messaging.md` — a messaging framework: core message, value proposition, tagline options, messaging hierarchy, audience-specific and per-channel messaging, and things not to say.
- `references/brand-story.md` — a brand story in three versions (long About-Us story, short homepage/pitch story, one-liner origin) plus story principles and tone calibration.
- `references/brand-guidelines.md` — a full brand guidelines document in six parts: brand foundation, visual identity, verbal identity, messaging, brand in use (digital, print, don'ts), and contacts & assets.
- `references/brand-audit.md` — a scored brand audit across six dimensions (positioning clarity, visual / messaging / voice consistency, audience alignment, competitive differentiation — each /5) with a brand-health scorecard, what's working / not working, and priority recommendations.
- `references/brand-positioning.md` — positioning work: category definition, competitive landscape mapping, positioning territory, statement and proof points, what the brand refuses to be, and red flags. For positioning grounded in competitive alternatives and the shared context doc, prefer `product-marketing`.
- `references/rebranding.md` — a rebranding framework: diagnosis, brand-equity audit (keep vs. change), scope, new direction, transition narrative, rollout plan, risks.
- `references/rebrand-launch-comms.md` — rebrand-specific launch communications: existing-customer comms, the "why we changed" narrative, and continuity messaging (pairs with rebranding.md).