Dung khi can chot QUY CHUAN NHIN cua thuong hieu de moi nguoi lam ra deu giong nhau — brand personality, he mau, typography, quy tac dung logo, phong cach hinh anh, quy tac component, kich thuoc an pham chuan, cach dat ten va to chuc file. Kich hoat khi user nhac 'brand guideline', 'brand book', 'brand identity', 'style guide', 'quy chuan thuong hieu', 'bang mau thuong hieu', 'moi nguoi lam ra mot kieu', 'khong biet dung font gi'. Khong dung cho — giong noi va cach hanh van thi dung skill 35-brand-voice; cham diem mot thiet ke da lam xong thi dung skill 47-design-review; dinh vi va thong diep thi dung skill 58-positioning.
Brand guideline khong phai tai lieu dep de luu tru — la cong cu lam viec hang ngay. Guideline tot = moi nguoi trong team tu lam dung brand ma khong can hoi Leader. Day la tai lieu nen tang: moi skill design (42-50) va Brand Hub deu doc tu day.
Thu thap thong tin
Doc .agents/product-marketing-context.md, logo file va tai lieu brand hien co. Neu thieu, hoi toi da 4 cau:
Tao moi hay cap nhat? Neu cap nhat: co thay doi gi gan day (logo moi, mau moi, tone moi)?
Pham vi? Digital only / print / ca hai — platform chinh can apply (Facebook / TikTok / Website / Email / Canva)?
Ai dung? Chi designer, hay ca content + toan team?
Asset hien co? Logo file (SVG/PNG), ma mau da chot, font da chon — gui het neu co. Neu chua chot mau/font, skill se de xuat 2-3 huong kem ly do.
Nguyen tac
Guideline la tai lieu song — cap nhat khi co brand decision moi, ghi ngay cap nhat cuoi.
Moi rule co "dung khi nao" va "khong dung khi nao" — rule khong co ngu canh thi khong ai theo.
Conflict giua guideline va brief → hoi Leader, khong tu quyet.
Designer moi phai doc truoc khi lam bat ky asset nao.
Moi exception phai duoc document lai — khong co ngoai le ngam.
Guideline nuoi Brand Hub: sau khi chot, day file nay vao Brand Hub (34-ai-marketing-os) de moi agent/role doc chung mot nguon.
Quy trinh
Buoc 1 — Chot brand foundation
Personality 3 tinh tu + 3 tinh tu tranh, cam giac muon nguoi xem co khi thay design. Neu chua co positioning, doc them 09-insight-khach-hang va positioning hien co.
Buoc 2 — Chot color system va typography
Tu logo va personality, chot palette (primary / secondary / nen / text) va font ([font heading] / [font body] + fallback). Moi mau kem quy tac dung.
Buoc 3 — Quy dinh logo, visual style, component
Logo versions + don'ts; photography/icon/background style; component (button, card, tag, divider) de moi asset dong nhat.
Buoc 4 — Chuan hoa kich thuoc, naming, to chuc file
Bang kich thuoc an pham theo kenh, naming convention, cay folder. Setup Brand Kit trong Canva theo guideline.
Cau truc ket qua
Ten file: brand-guideline-[ten-brand]-[YYYYMMDD].md. Cac gia tri trong ngoac vuong la placeholder — dien mau/font that cua brand. Vi du minh hoa ben duoi dung palette trung tinh (navy/amber), ghi ro la vi du — thay bang mau that.
# Brand Guideline — [Ten brand]
Cap nhat lan cuoi: [ngay] | Owner: [ten] | Version: [x.y]
## Phan 1 — Brand Foundation
Brand personality: [Ten brand] la [3 tinh tu chinh xac] — khong phai [3 tinh tu tranh].
(Vi du: "Sharp, Practical, Empowering — khong phai Corporate, Fluffy, Generic")
Brand voice trong visual:
- Khi thay design cua brand, nguoi xem phai cam thay: [...]
- Khong bao gio duoc cam thay: [...]
## Phan 2 — Color System
Primary palette:
| Ten | Hex | RGB | Dung khi nao | Khong dung khi nao |
|-----|-----|-----|--------------|---------------------|
| [mau primary] | [hex] | [rgb] | Heading, CTA, background chu dao | Background cho long-form text |
| [mau secondary] | [hex] | [rgb] | Accent, highlight, so lieu, icon | Background dien tich lon |
| [mau nen] | [hex] | [rgb] | Nen trang, nen card, vung noi dung | — |
Secondary palette:
| Ten | Hex | Dung khi nao |
|-----|-----|--------------|
| [mau text dam] | [hex] | Body text, heading tren nen sang |
| [mau text phu] | [hex] | Subtext, caption, meta |
| [mau nen nhe] | [hex] | Background section nhe, card, tag |
| [gradient] | [primary] sang [secondary] | Hero, CTA section, cover |
(Vi du minh hoa trung tinh — thay bang mau that: primary navy #0F4C81, secondary amber #F2A104.)
Combo duoc phep:
- [mau primary] nen + text sang
- Nen sang + heading [mau primary] + accent [mau secondary]
- Gradient [primary sang secondary] + text sang
- [mau nen nhe] + text [mau primary]
Combo cam:
- [mau secondary] lam background dien tich lon
- Text sang tren [mau nen nhe] (thieu tuong phan)
- 3+ mau chinh trong 1 design
- Mau ngoai palette khi chua co approval
- Mau neon / qua bao hoa khong dung tone brand
## Phan 3 — Typography System
Font chinh: [font heading] (heading) / [font body] (body). Fallback: [font fallback], sans-serif.
| Style | Weight | Size range | Dung cho |
|-------|--------|-----------|----------|
| Display | Black 900 | 48-72px | Hero headline, so lieu lon |
| H1 | Bold 700 | 36-48px | Page/post headline |
| H2 | Bold 700 | 24-32px | Section heading |
| H3 | SemiBold 600 | 18-22px | Card heading |
| Body | Regular 400 | 14-16px | Doan van |
| Caption | Regular 400 | 11-13px | Meta, timestamp |
| CTA | Bold 700 | 14-16px | Button text |
Typography don'ts:
- Khong dung font ngoai [font heading] / [font body] / fallback
- Khong ALL CAPS cho doan van dai
- Khong justify text
- Khong body font nho hon 13px (in an) / 14px (mobile)
- Khong mix nhieu font — 1 font, nhieu weight
## Phan 4 — Logo Usage
| Version | Dung khi | File |
|---------|----------|------|
| Full logo (mau) | Header, cover, slide dau, landing page | SVG + PNG @2x |
| Full logo (sang/trang) | Tren background toi / [mau primary] | SVG + PNG @2x |
| Icon only (mau) | Watermark, favicon, story, avatar | SVG + PNG @2x |
| Icon only (sang) | Background toi, kich thuoc nho | SVG + PNG @2x |
Quy tac:
- Clear space toi thieu 16px moi phia — khong cat sat logo
- Kich thuoc toi thieu 80px chieu rong (nho hon mat net)
- Nen dat logo: nen sang hoac [mau nen nhe] — khong nen anh phuc tap
Logo don'ts: khong rotate, khong stretch/squish, khong them shadow/outline/glow, khong doi mau ngoai versions da duyet, khong dat tren background lam mo logo.
## Phan 5 — Image & Visual Style
- Photography: [tone — vi du: warm, natural, candid + professional] — khong filter nguoc tone brand
- Uu tien anh nguoi that; khong stock photo lo lieu / generic lam loang brand
- Khong dung anh co watermark cua nguon khac
- Icons: [line / filled rounded] — don sac [mau primary] hoac [mau secondary]
- Background: [cac nen duoc phep] — khong pattern phuc tap; giu flat, toi da 2 mau blend nhe
- Watermark logo nhe o goc — khong qua noi
## Phan 6 — Component Rules
Button primary: nen [mau primary], text sang bold 15px, radius [x]px, padding 12x24px, hover toi hon ~10%
Button secondary: transparent, border 1.5px [mau primary], text [mau primary], hover nen [mau nen nhe]
Card: nen sang, border 1px nhe, radius 12px, shadow nhe, padding 24px
Tag/badge: nen [mau nen nhe], text [mau primary] 12px medium, pill radius, padding 4x12px
Divider: 1px mau nhe (rgba den ~8%)
## Phan 7 — Kich thuoc an pham chuan
Social: feed vuong 1080x1080 (1:1), feed doc 1080x1350 (4:5), story/reels/TikTok 1080x1920 (9:16), FB cover 820x312, LinkedIn 1200x627
Ads Meta: feed 1080x1080, story 1080x1920 (noi dung cach mep ~14%), carousel 1080x1080 (2-10 card), banner link 1200x628
Tai lieu: slide 16:9 1920x1080, A4 doc/ngang, thumbnail YouTube 1280x720
(Bang day du + safe zone + chien luoc resize: xem skill 50-asset-resize)
## Phan 8 — Do & Don't tong hop + to chuc file
DO:
- Nhieu khoang trang — khong nhet day thong tin
- Hierarchy ro: H1 noi bat nhat, text phu nho va nhat hon
- Text du tuong phan (WCAG AA), doc duoc tren dien thoai (>=14px)
- Spacing nhat quan theo grid 8px
- Chon 1 alignment — khong can trai vai thu, phai vai thu
- Preview mobile truoc khi gui duyet
- Moi design co logo brand
DON'T:
- Qua 3 mau trong 1 an pham
- Text de len vung anh phuc tap khong co overlay
- Font/mau ngoai guideline khi chua co approval
- Export JPG quality duoi 85%
Naming: [Brand]_[Campaign]_[AssetType]_[Size]_[Version]_[Status]
Status tags: _DRAFT / _REVIEW / _APPROVED / _ARCHIVED
Folder:
/[Brand]/Brand Assets/ (logo, font, icon)
/[Brand]/Campaigns/[TenCampaign]/Assets/Working|Final|Archived/
Setup Brand Kit trong Canva (sau khi chot guideline)
Canva → Brand Kit → them mau tu bang palette tren.
Upload [font heading] / [font body] (neu font co tren Google Fonts thi add truc tiep).
Luu logo cac version vao Brand Kit.
Quy trinh design chuan trong he thong
Brief tu Leader
→ Designer hoi ro: objective, doi tuong, platform, mood
→ Concept MVP (HTML hoac draft nhanh — toi da 30 phut)
→ Leader duyet concept
→ Production (Canva/Figma) theo guideline nay
→ Export dung kich thuoc, dat ten dung convention
→ Luu link source vao asset library, file goc len Drive
Lien ket skill
product-marketing-context / 34-ai-marketing-os: guideline nay la 1 trong cac file loi cua Brand Hub.
42-brief-hinh-anh / 43-brief-carousel / 44-brief-video-editor / 45-brief-canva: moi brief design doc mau/font/logo tu day.
47-design-review: cham diem brand consistency dua tren guideline nay.
49-html-email-template / 12-brief-landing-page: design token email/landing doc tu day.
30-thiet-ke-master: gen anh AI doc brand identity tu guideline nay.
Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.
Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.