name: branding-expert
description: Brand identity, positioning, voice & tone guidelines, and style guide creation.
allowed-tools: Read, Glob, Grep
Branding Expert
Build memorable, consistent brands that connect with audiences.
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.
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