Build and enforce brand identity systems: visual identity, voice and tone, typography, color, and cross-channel consistency. Use when creating style guides, defining brand voice, auditing brand consistency, or setting visual standards.
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Comprehensive brand identity systems for building, documenting, and enforcing consistent brand presence across every channel and touchpoint.
brand guidelines, brand identity, style guide, brand voice, tone of voice, visual identity, brand standards, brand consistency, color systems, typography, logo usage, brand colors, design standards, brand audit, brand governance, co-branding, brand architecture, brand personality, writing style guide, visual standards
Before building the guidelines, confirm these inputs. If any is unknown or vague, ASK — do not assume:
Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.
Step 1: Define Brand Foundation
## Brand Foundation
- Purpose: [Why the brand exists beyond revenue]
- Vision: [What the brand aspires to achieve in the world]
- Mission: [How the brand delivers on its purpose daily]
- Values (3-5):
1. [Value]: [What it means in practice, not just the word]
2. [Value]: [Behavioral definition]
3. [Value]: [Behavioral definition]
- Brand Promise: [The single commitment to customers]
Step 2: Establish Brand Personality
Select 3-5 personality traits from the archetype framework:
| Archetype | Personality Traits | Voice Characteristics | Best For |
|---|---|---|---|
| Expert | Knowledgeable, precise, authoritative | Data-driven, technical depth, confidence | B2B, enterprise, professional services |
| Guide | Helpful, clear, patient | Instructional, encouraging, step-by-step | Education, SaaS, healthcare |
| Innovator | Bold, forward-thinking, disruptive | Visionary, provocative, future-focused | Tech, startups, R&D |
| Friend | Warm, approachable, genuine | Conversational, inclusive, casual | Consumer brands, community, lifestyle |
| Motivator | Inspiring, energetic, empowering | Action-oriented, ambitious, rallying | Fitness, coaching, personal development |
| Challenger | Direct, honest, contrarian | Opinionated, confident, questioning | Fintech, disruptor brands |
| Creator | Imaginative, expressive, original | Storytelling, vivid imagery, playful | Design, media, entertainment |
Step 3: Document Voice and Tone
See the Voice and Tone System section below for the complete framework.
Step 4: Build Visual Identity
See the Visual Identity System section below for the complete framework.
Step 5: Create Application Guide
Document how guidelines apply to each channel:
Step 1: Collect Samples
Gather 3-5 samples from each active channel:
Step 2: Score Against Seven Dimensions
For each sample, score 1-5 on:
| Dimension | 1 (Poor) | 3 (Adequate) | 5 (Excellent) |
|---|---|---|---|
| Color usage | Off-brand colors present | Mostly correct, minor deviations | Perfect palette adherence |
| Typography | Wrong fonts used | Correct fonts, inconsistent sizing | Perfect type hierarchy |
| Logo usage | Incorrect sizing, placement, or modification | Mostly correct with minor issues | Perfect logo application |
| Voice consistency | Tone shifts dramatically between sections | Generally consistent, occasional drift | Voice is unmistakably on-brand |
| Imagery style | Stock photos inconsistent with brand | Mostly aligned, some off-brand choices | Cohesive visual language |
| Layout patterns | No recognizable brand patterns | Some consistent elements | Clear, repeated brand patterns |
| Content quality | Errors, vague claims, inconsistent formatting | Clean, generally well-written | Precise, specific, error-free |
Step 3: Generate Audit Report
## Brand Audit Report: [Brand Name]
Date: [Date]
Auditor: [Name]
### Overall Score: [X/35]
### Dimension Scores
| Dimension | Score | Priority |
|-----------|-------|----------|
| Color | X/5 | [High/Medium/Low] |
| Typography | X/5 | [High/Medium/Low] |
| Logo | X/5 | [High/Medium/Low] |
| Voice | X/5 | [High/Medium/Low] |
| Imagery | X/5 | [High/Medium/Low] |
| Layout | X/5 | [High/Medium/Low] |
| Content | X/5 | [High/Medium/Low] |
### Critical Issues
[Specific deviations with exact references]
### Recommendations
[Prioritized fixes with implementation guidance]
The strategic layer that everything else builds on:
How the brand communicates across all written and spoken channels. See detailed framework below.
Colors, typography, logo, imagery, and layout patterns. See detailed framework below.
Specific language choices:
How the brand feels in interaction:
Voice is consistent — it is who the brand is. It does not change. Tone adapts — it adjusts based on context, audience, and situation.
Example: A brand's voice is always "clear and confident." But the tone shifts:
Define 3-5 voice attributes with spectrum positions:
| Attribute | We Are | We Are Not |
|---|---|---|
| [e.g., Direct] | We get to the point. We say what we mean. | We are not blunt or dismissive. We are not rude. |
| [e.g., Knowledgeable] | We share expertise with confidence. | We are not condescending. We do not lecture. |
| [e.g., Human] | We write like people, not corporations. | We are not unprofessional. We do not use slang carelessly. |
| Context | Formality | Energy | Technical Depth |
|---|---|---|---|
| Marketing homepage | Medium | High | Low |
| Product documentation | Medium-High | Neutral | High |
| Blog posts | Medium-Low | Medium | Medium |
| Error messages | Medium | Calm | Low |
| Social media | Low-Medium | High | Low |
| Sales proposals | High | Medium | Medium-High |
| Customer support | Medium | Warm | Varies |
| Incident reports | High | Calm | High |
Grammar and Mechanics:
Vocabulary Standards:
Primary Palette:
| Role | Color Name | Hex | RGB | Use Case |
|---|---|---|---|---|
| Primary | [Name] | #XXXXXX | R, G, B | Primary CTAs, key brand elements |
| Secondary | [Name] | #XXXXXX | R, G, B | Supporting elements, accents |
| Neutral Dark | [Name] | #XXXXXX | R, G, B | Body text, dark backgrounds |
| Neutral Light | [Name] | #XXXXXX | R, G, B | Backgrounds, borders |
Extended Palette:
| Role | Color Name | Hex | Use Case |
|---|---|---|---|
| Success | [Name] | #XXXXXX | Positive states, confirmations |
| Warning | [Name] | #XXXXXX | Cautionary states |
| Error | [Name] | #XXXXXX | Error states, destructive actions |
| Info | [Name] | #XXXXXX | Informational states |
Color Usage Rules:
| Role | Font | Weight | Size | Line Height | Use Case |
|---|---|---|---|---|---|
| Display | [Font Name] | Bold/Black | 48-72px | 1.1 | Hero headlines |
| Heading 1 | [Font Name] | Bold | 36-48px | 1.2 | Page titles |
| Heading 2 | [Font Name] | Semibold | 24-32px | 1.3 | Section headers |
| Heading 3 | [Font Name] | Medium | 20-24px | 1.4 | Subsection headers |
| Body | [Font Name] | Regular | 16-18px | 1.5-1.6 | Paragraph text |
| Small | [Font Name] | Regular | 14px | 1.5 | Captions, metadata |
| Code | [Mono Font] | Regular | 14-16px | 1.5 | Code blocks, technical |
Typography Rules:
Logo Variations:
Logo Rules:
Co-Branding Rules:
Photography Style:
Illustration Style:
Icon Style:
Run this against any brand asset in under 5 minutes:
For a comprehensive brand audit across the organization:
| Platform | Avatar | Cover/Banner | Post Templates | Voice Adaptation |
|---|---|---|---|---|
| Logo icon | Brand banner | Professional, clean | Slightly more formal | |
| Twitter/X | Logo icon | Brand banner | Concise, punchy | Slightly more casual |
| Logo icon | N/A | Visual-first, on-brand colors | Visual storytelling emphasis | |
| YouTube | Logo icon | Brand banner | Thumbnail template | Conversational |
Specificity over subjectivity — "Use #2563EB for primary buttons" is enforceable. "Use a nice blue" is not. Every guideline should be specific enough that a contractor produces on-brand work without guessing.
Show examples of what NOT to do — For every rule, include a clear violation example. People learn faster from anti-patterns than from rules.
Version and date everything — Brand guidelines evolve. Version every update and keep a changelog.
Distribute in a usable format — A 200-page PDF nobody reads is worse than a 10-page living document everyone references. Make guidelines accessible where people work.
Audit quarterly — Brand drift happens slowly. Schedule quarterly audits to catch deviations before they compound.
Provide templates, not just rules — Every channel should have a ready-to-use template that embodies the guidelines. Templates enforce consistency better than documentation.
Define escalation for edge cases — Who approves a new color? Who decides if a co-branding request is acceptable? Document the decision process.
Train new team members — Brand guidelines are only as effective as the people who follow them. Include guidelines in onboarding.
| Symptom | Likely Cause | Resolution |
|---|---|---|
| Brand colors look different across web and print | RGB vs CMYK color space mismatch; no Pantone reference defined | Document colors in all three systems (Hex/RGB for digital, CMYK for print, Pantone for exact matching) |
| Teams consistently use wrong fonts | Font files not distributed or licensed for all team members | Create a shared font kit, document web-safe fallbacks, include licensing status per font |
| Logo appears stretched or pixelated on partner sites | Co-branding guidelines not shared or minimum size not enforced | Distribute logo kit with vector formats (SVG/EPS), document minimum sizes and clear space rules |
| Voice varies dramatically across customer support vs marketing | Tone calibration by context not documented or not trained | Create channel-specific tone guides with before/after examples, include in onboarding |
| Brand drift detected in quarterly audit | No governance process for new assets, no template enforcement | Implement approval workflow, lock master templates, assign brand guardians per channel |
| Color contrast failures on accessibility audits | Brand palette not tested against WCAG AA/AAA standards | Run color_accessibility_checker.py on full palette, adjust problematic combinations |
| New hires produce off-brand content in first 30 days | Brand guidelines not included in onboarding process | Add brand guidelines review to onboarding checklist, provide quick-reference card |
In Scope: Visual identity systems (color, typography, logo, imagery), voice and tone frameworks, brand audit methodology, cross-channel application guides, co-branding rules, brand governance processes, accessibility compliance for brand colors.
Out of Scope: Brand strategy and positioning decisions (see brand-strategist skill), brand architecture models (see brand-strategist skill), marketing copy creation (see copywriting skill), design file creation (Figma, Sketch), print production specifications.
Limitations: Brand guidelines are documentation — enforcement depends on organizational process. This skill provides frameworks and audit tools but cannot enforce compliance without governance workflows. Color accessibility checking uses algorithmic WCAG formulas and does not account for all visual impairment types.
| Script | Purpose | Usage |
|---|---|---|
scripts/brand_audit_scorer.py | Score brand consistency across seven dimensions with priorities | python scripts/brand_audit_scorer.py audit_data.json --json |
scripts/messaging_consistency_checker.py | Check text against brand voice standards, detect vocabulary violations | python scripts/messaging_consistency_checker.py --text "Your copy here" |
scripts/color_accessibility_checker.py | Validate brand colors against WCAG contrast requirements | python scripts/color_accessibility_checker.py --fg "#2563EB" --bg "#FFFFFF" |
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概要と使いどころ
This skill should be used when the user asks to "check accessibility", "audit WCAG compliance", "scan HTML for a11y issues", "check color contrast", or "find accessibility violations in web pages".
日本語の概要は準備中です。原文の説明を表示しています。
Design and run statistically rigorous A/B tests and experiments. Use when planning experiments, calculating sample sizes, designing test variants, selecting metrics, analyzing results, or when someone says "let's test that."
日本語の概要は準備中です。原文の説明を表示しています。
Design and analyze A/B tests: sample size, test duration, and statistical significance for conversion experiments. Use when setting up an A/B test, calculating sample size, designing an experiment, or analyzing results.
日本語の概要は準備中です。原文の説明を表示しています。
Sales execution across pipeline, discovery, demos, negotiation, and closing. Use when qualifying opportunities, running MEDDIC discovery, building account plans, handling objections, structuring proposals, or forecasting pipeline.
日本語の概要は準備中です。原文の説明を表示しています。
Design ad creative across Google, Meta, LinkedIn, Twitter/X, and TikTok with platform format specs, headline formulas, and A/B testing. Use when writing ad copy, generating headline variations, creating ad sets, or validating creative.
日本語の概要は準備中です。原文の説明を表示しています。
Answer Engine Optimization (AEO): optimize content to be cited by LLMs (ChatGPT, Claude, Perplexity, Gemini) in their answers. Use when designing content for LLM citation, auditing citability, or structuring Q&A schema.
日本語の概要は準備中です。原文の説明を表示しています。