Doctrine
The kickoff call an agency bills for is mostly this: reading your website carefully. An ad that does not sound and look like the brand gets scrolled past as noise, and post-Andromeda the creative itself is what the delivery system aims with. The brand kit is the input to everything downstream.
When to use
- Before writing any angles or creative.
- When ads look like stock templates that could belong to anyone.
- Works with no MCP. If one is connected, the last step verifies the right Facebook Page.
Run it
Read [YOUR_WEBSITE_URL] and build me a brand kit:
- The offer, in one sentence a stranger would understand.
- Who it is clearly for (be specific: the customer the site is obviously written for).
- Voice: 5 adjectives plus 3 short phrases lifted verbatim from the site that sound most like the brand.
- Proof available: testimonials, numbers, named clients, guarantees. Quote them exactly; do not improve them.
- Visual kit: brand colors (hex if visible in the CSS or brand pages), fonts, and how imagery is treated.
- What the site is silent about that ads would need (price? shipping? guarantee?). List these as open questions, not guesses.
If I have a Meta Ads MCP connected, list my Facebook Pages so I can confirm which one these ads will run from.
## Guardrails
- Quote proof verbatim. Never invent a testimonial, round a number, or upgrade "customers love us" into a statistic.
- Open questions stay open. The gaps list is the point; a guessed answer poisons every ad downstream.
## Good output looks like
A one-page kit you could hand to a stranger who could then write an on-brand ad without visiting the site, plus an honest list of what is missing.