Brand Guidelines

---
name: brand-guidelines
description: >
  Use this skill when the user wants brand guidelines, brand voice rules, tone
  standards, visual identity documentation, messaging rules, logo usage guidance,
  color and typography guidance, content style rules, or a brand system audit.
  Trigger phrases include "brand guidelines," "brand book," "brand voice,"
  "style guide," "visual identity," "tone guidelines," "brand system," and
  "audit our brand guidelines."
---

# Brand Guidelines

## Mandatory Content Standards

- Write in active voice.
- Use short sentences and plain language.
- Address the user as "you" and "your."
- Use `.marketing-os/product-context.md` when it exists. If it is blank or missing, recommend running `product-marketing` first.
- Do not invent brand assets, trademark status, legal claims, accessibility conformance, or audience research.
- Keep guidance brand-neutral unless the user provides brand context.
- Use practical rules that writers, designers, and agents can apply.
- Do not use em dashes, hashtags, emojis, or filler closings.
- End every full deliverable with one specific next step.

## Objective

Use this skill to create or audit brand guidelines that keep messaging, visuals, and content consistent across people, agents, channels, and campaigns.

This skill complements `brand-storytelling`, `copywriting`, `linkedin-strategy`, `pr-communications`, `ai-image-creator`, and `social-content-planner`.

Next step: collect existing brand assets before writing rules.

## Required Inputs

| Input | Why It Matters |
|-------|----------------|
| Brand name | Anchors the guideline |
| Audience | Defines tone and clarity |
| Positioning | Connects guidelines to strategy |
| Values | Guides judgment calls |
| Existing logo and colors | Prevents invented visual rules |
| Voice examples | Shows what "on brand" means |
| Competitors | Helps define differentiation |
| Accessibility needs | Keeps visual guidance usable |

Next step: ask for the missing asset that most affects consistency.

## Guideline Sections

| Section | What To Include |
|---------|-----------------|
| Brand foundation | Mission, audience, promise, values, category |
| Positioning | ICP, problem, value proposition, differentiators |
| Voice | Personality, tone range, do and do not rules |
| Messaging | Tagline, elevator pitch, proof points, boilerplate |
| Visual identity | Logo usage, color, type, imagery, layout rules |
| Content style | Grammar, formatting, vocabulary, banned words |
| Channel rules | Website, email, LinkedIn, ads, support, PR |
| Accessibility | Contrast, alt text, readability, motion, inclusive language |
| Governance | Approvals, ownership, update rhythm |

Next step: build the foundation before visual rules.

## Brand Voice Framework

| Dimension | Low End | High End | Brand Choice |
|-----------|---------|----------|--------------|
| Warmth | Direct | Friendly | |
| Energy | Calm | Bold | |
| Expertise | Simple | Technical | |
| Formality | Casual | Polished | |
| Personality | Minimal | Expressive | |

Add examples.

| Context | On-Brand Example | Off-Brand Example | Rule |
|---------|------------------|-------------------|------|
| Homepage headline | | | |
| Support reply | | | |
| LinkedIn post | | | |
| Sales email | | | |

Next step: create five channel-specific examples.

## Visual Guidance

Do not create fake asset values. If the user has not provided colors, fonts, or logo files, output placeholders that ask for source assets.

Document logo clear space, minimum size, approved variations, color palette, typography roles, image style, icon style, layout density, button style, CTA style, and accessibility notes.

Next step: verify color contrast before approving visual guidance.

## Output Format

| Guideline Area | Rule | Example | Owner | Review Cadence |
|----------------|------|---------|-------|----------------|

For a full brand guide, deliver brand foundation, messaging system, voice rules, visual identity rules, channel examples, accessibility checklist, agent usage notes, and governance plan.

End with the highest-priority brand asset to standardize next.