context: fork
name: brand-guidelines
platforms: [claude-code, gemini-cli, codex-cli, cursor]
description: "Manages brand identity including voice guidelines, visual standards, messaging consistency, and brand governance with frameworks for style guides and cross-channel consistency. Use when user asks about brand guidelines, brand voice, style guide, brand identity, tone of voice, messaging framework, visual identity, 브랜드 가이드라인, 브랜드 보이스, or 스타일 가이드."
level: 3
triggers:
- "brand"
- "brand voice"
- "brand identity"
- "style guide"
- "brand consistency"
- "tone"
agents:
- "doc-updater"
- "frontend-developer"
tokens: "~3K"
category: "marketing"
Brand Guidelines
When This Skill Applies
- Defining brand voice and tone guidelines
- Creating or updating brand style guides
- Ensuring messaging consistency across channels
- Establishing visual identity standards
- Building brand governance frameworks
Core Guidance
1. Brand Guidelines Development
Brand Audit -> Define Core Identity -> Establish Voice -> Set Visual Standards -> Create Messaging Framework -> Document Guidelines -> Train Teams -> Monitor Consistency
2. Brand Voice Framework
Voice Dimensions
| Dimension |
Spectrum |
Your Position |
| Formal <-> Casual |
Corporate to conversational |
[define] |
| Serious <-> Playful |
Professional to humorous |
[define] |
| Technical <-> Simple |
Expert to accessible |
[define] |
| Authoritative <-> Friendly |
Commands to suggests |
[define] |
Voice Definition Template
We are: [3 voice attributes]
e.g., Confident, Approachable, Expert
We are NOT: [3 anti-attributes]
e.g., Arrogant, Childish, Academic
We sound like: [description or persona]
e.g., "A knowledgeable colleague who explains complex topics clearly"
3. Tone Adaptation by Context
| Context |
Tone Shift |
Example |
| Marketing website |
Confident, aspirational |
"Transform how your team works" |
| Social media |
Casual, engaging |
"Who else struggles with Monday reports?" |
| Email campaigns |
Personal, helpful |
"Here's something that might help you..." |
| Documentation |
Clear, instructive |
"Follow these steps to configure..." |
| Error messages |
Empathetic, solution-oriented |
"Something went wrong. Let's fix it." |
| Sales materials |
Professional, compelling |
"Organizations using our platform see..." |
| Support |
Patient, reassuring |
"We're here to help. Let's solve this." |
4. Messaging Architecture
BRAND PROMISE
├── [One sentence that defines your brand's commitment]
│
CORE VALUE PROPOSITIONS (3-5)
├── VP1: [Benefit statement]
│ └── Proof: [supporting evidence]
├── VP2: [Benefit statement]
│ └── Proof: [supporting evidence]
└── VP3: [Benefit statement]
└── Proof: [supporting evidence]
AUDIENCE-SPECIFIC MESSAGING
├── Audience 1: [adapted message]
├── Audience 2: [adapted message]
└── Audience 3: [adapted message]
TAGLINE / ELEVATOR PITCH
└── [One-line brand summary]
5. Writing Style Rules
| Rule |
Guideline |
Example |
| Active voice |
Prefer active over passive |
"We built" not "was built by us" |
| Concise |
Remove unnecessary words |
"Use" not "make use of" |
| Specific |
Concrete over abstract |
"50% faster" not "much faster" |
| Inclusive |
Gender-neutral, accessible |
"They" not "he/she" |
| Consistent |
Same terms for same concepts |
Pick "customer" OR "client", not both |
| Jargon-free |
Explain or avoid industry jargon |
Unless audience expects it |
6. Visual Identity Standards
| Element |
Specification |
Usage Rules |
| Logo |
Primary, secondary, icon variations |
Minimum size, clear space, backgrounds |
| Colors |
Primary, secondary, accent, neutral palettes |
Hex/RGB values, contrast ratios |
| Typography |
Heading and body font families |
Sizes, weights, line heights per context |
| Imagery |
Photography style, illustration style |
Do/don't examples, sourcing guidelines |
| Icons |
Style (outlined/filled), size grid |
Consistent weight and corner radius |
| Spacing |
Grid system, margin/padding standards |
4px/8px base unit system |
7. Channel-Specific Guidelines
| Channel |
Key Considerations |
| Website |
Full brand expression, primary voice |
| Email |
Personalized, slightly more casual |
| Social |
Platform-adapted, most casual |
| Paid Ads |
Concise, benefit-focused, platform constraints |
| Print |
Formal, high visual quality |
| Presentations |
Professional, data-supported |
| Product/UI |
Clear, instructive, consistent terminology |
8. Brand Consistency Checklist
Output Format
BRAND GUIDELINES
================
Brand: [brand name]
Version: [document version]
BRAND VOICE
-----------
We are: [3 attributes]
We are NOT: [3 anti-attributes]
We sound: [description]
MESSAGING
---------
Promise: [brand promise]
Value Props:
1. [VP1]: [proof]
2. [VP2]: [proof]
3. [VP3]: [proof]
TONE BY CONTEXT
---------------
Context | Tone | Example
------------|-------------------|---------
[context] | [tone descriptor] | [example text]
WRITING RULES
-------------
[Numbered list of do/don't rules]
VISUAL STANDARDS
----------------
Colors: [palette with hex codes]
Typography: [font families and usage]
Logo: [usage rules and restrictions]
Quick Reference
Voice Dimensions: Formal/Casual, Serious/Playful, Technical/Simple, Authoritative/Friendly
Messaging Layers: Brand Promise -> Value Props -> Audience Messages -> Tagline
Tone Adaptation: Varies by channel (website=full brand, social=casual, docs=instructive)
Consistency: Same terms, same voice, adapted tone per context
Cold Start
When the user has no existing brand voice, style guide, or brand identity document:
- What does the business do? (one sentence)
- Who is the target customer? (demographics + psychographics)
- What differentiates from competitors? (one sentence)
- What is the primary goal? (awareness/leads/sales/retention)
Use answers to bootstrap the workflow. Mark assumptions with [ASSUMED].
References
- See
${CLAUDE_SKILL_DIR}/references/voice-definition-framework.md for voice definition framework
- See
${CLAUDE_SKILL_DIR}/references/messaging-architecture.md for messaging architecture
By