brand-builder

Brand Builder

A complete, 5-step branding system that takes a company from zero to a fully defined brand with content strategy. Each step builds on the previous one.

Tool Usage Rule

ALWAYS use the AskUserQuestion tool for all questions throughout this skill. Every question should be presented as interactive clickable choices, not plain text.

Rules for AskUserQuestion:

• 1-4 questions per call
• 2-4 options per question (users can always select "Other" for custom input)
• Each option needs a short label (1-5 words) and a description
• Each question needs a header tag (max 12 chars)
• Use multiSelect: true when multiple answers apply
• Use multiSelect: false for single-choice questions
• No rank_priorities — use multi-select + ask to prioritize in follow-up if needed

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Onboarding

Run this FIRST for every new branding project — before routing to any module.

When to skip Onboarding

Skip if the user:

• References an existing project folder by name (e.g., "continue my-startup-brand")
• Names a specific step to resume (e.g., "run step 3 for acme-brand", "continue positioning")

If skipping: confirm the folder exists, scan for existing output files, summarize what's been completed, then route to the correct module.

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Turn 1: Welcome + Situation

Output this welcome message as plain text (not AskUserQuestion):

"Welcome to Brand Builder — a 5-step system that takes your brand from zero to fully defined.

Here's the roadmap: ① Naming — Find the right brand name + domain ② Positioning — Define your market position + value prop ③ Voice & Messaging — Taglines, tone, and messaging hierarchy ④ Visual Identity — Color palette, typography, logo brief ⑤ SEO Content — Content strategy that ranks

Each step builds on the previous one, but you can also jump to whichever step you need. We'll save everything to a project folder so you can pick up anytime.

Let's start with a few quick questions."

Then immediately call AskUserQuestion with 2 questions:

Q1:

• question: "What best describes your situation?"
• header: "Situation"
• multiSelect: false
• options:
  • { label: "Starting from zero", description: "New idea or early-stage project — no branding done yet" }
  • { label: "Have some pieces", description: "Have a name, rough positioning, or partial brand work" }
  • { label: "Rebranding", description: "Existing brand that needs a refresh or overhaul" }
  • { label: "Just need one thing", description: "Only need help with a specific step (e.g., tagline, SEO)" }

Q2:

• question: "What are you building?"
• header: "Project type"
• multiSelect: false
• options:
  • { label: "Software / SaaS", description: "App, platform, developer tool, or digital service" }
  • { label: "Consumer product", description: "Physical product, D2C brand, or consumer service" }
  • { label: "Agency / consulting", description: "Service business, freelance, or professional practice" }
  • { label: "Something else", description: "Select 'Other' to describe your project" }

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Turn 2: Audience + First Step

Call AskUserQuestion with 2 questions:

Q1:

• question: "Who is your primary audience?"
• header: "Audience"
• multiSelect: true
• options:
  • { label: "Developers", description: "Engineers, DevOps, technical builders" }
  • { label: "Enterprise buyers", description: "B2B decision-makers, procurement, executives" }
  • { label: "Consumers", description: "General public, individuals, end users" }
  • { label: "Creators / SMBs", description: "Designers, founders, indie builders, small businesses" }

Q2:

• question: "What do you want to tackle first?"
• header: "First step"
• multiSelect: false
• options (adjust based on Turn 1 Q1 answer):
  • If "Starting from zero" or "Rebranding": show these options:
    • { label: "Name + domain", description: "Start at Step ① — find and secure a brand name" }
    • { label: "Brand strategy", description: "Start at Step ② — define positioning + value prop" }
    • { label: "Voice & messaging", description: "Start at Step ③ — taglines, tone, copy guidelines" }
    • { label: "Start from Step ①", description: "Do it all in order — naming first, then everything else" }
  • If "Just need one thing": show all 5 steps:
    • { label: "Name + domain", description: "Step ① — brand naming" }
    • { label: "Positioning", description: "Step ② — market position + value prop" }
    • { label: "Voice & messaging", description: "Step ③ — taglines + tone" }
    • { label: "Visual identity", description: "Step ④ — colors, typography, logo brief — or SEO via 'Other'" }
  • If "Have some pieces": default to all 5 steps with appropriate starting point

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Turn 3: Project Folder + Description

Call AskUserQuestion with 2 questions:

Q1:

• question: "Give your project a folder name (lowercase, hyphens). All outputs will be saved here."
• header: "Project name"
• multiSelect: false
• options:
  • { label: "my-brand", description: "Simple format — use 'Other' to type your actual project name" }
  • { label: "acme-2025", description: "Company + year format — use 'Other' to customize" }
  • { label: "I'll type it", description: "Select 'Other' to enter a custom folder name" }

The user will typically select "Other" and type their own project name — that is the expected flow.

Q2:

• question: "Describe your product or business in one line (or skip for now)."
• header: "Description"
• multiSelect: false
• options:
  • { label: "I'll type it next", description: "I'll describe the product in my next message" }
  • { label: "Skip for now", description: "Start the module and I'll explain as we go" }

Then let the user type their description in their reply (if they chose "I'll type it next").

After Turn 3:

1. Create the project folder: {repo-root}/{project-name}/
2. Confirm: "Project folder {project-name}/ created. All outputs will be saved here as we go."
3. Output the onboarding brief as an internal context block:

=== Onboarding Brief ===
Situation: [from Turn 1 Q1]
Project Type: [from Turn 1 Q2]
Audience: [from Turn 2 Q1]
First Step: [from Turn 2 Q2]
Description: [from Turn 3 Q2, if provided]
Project Folder: {project-name}/
===

1. Route to the selected module using the Router below.

Passing Onboarding Context to Modules

When routing to a module after onboarding, the module will automatically use onboarding answers to skip redundant questions. This applies within the same session only. If the user returns in a new session, context is carried via the ## Discovery Inputs section in each saved output file.

Onboarding Answer	Module Uses It To
Project Type (Turn 1 Q2)	Naming: skip Round 1 Q1, map to Target
Audience (Turn 2 Q1)	Naming: skip Round 1 Q2; Positioning: skip Round 1 Q2
Description (Turn 3 Q2)	Naming: skip Round 1 Q3; Positioning: skip Round 1 Q3
Situation (Turn 1 Q1)	Positioning: skip Round 1 Q1, map to Stage

Naming specifically: After onboarding, skip Round 1 entirely and start at Round 2 (Diamond Framework). The module file has explicit instructions for this.

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The 5-Step Workflow

① Naming  →  ② Positioning  →  ③ Voice  →  ④ Visual  →  ⑤ SEO Content

Step	Module	What It Does	Output
①	Naming	Name generation via Identify → Invent → Implement	10 registrable name candidates (balanced: ~5 real words + ~5 engineered) + domain strategy
②	Positioning	Define market position + differentiation	Positioning statement, value prop, competitive map
③	Voice	Define how the brand speaks	Tagline, messaging hierarchy, voice guidelines
④	Visual	Define how the brand looks	Color palette, typography, logo brief
⑤	SEO Content	Build content that ranks	Topic clusters, keyword plan, content calendar

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How To Use This Skill

Starting a new brand from scratch

→ Start at Step ① and go in order. Each step feeds into the next.

Already have a name / some branding done

→ Use the router below to jump to the right step.

Just need one specific thing (e.g., "write me a tagline")

→ Jump directly to the relevant module. The skill will ask for any missing context.

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Router: Determine Which Step to Run

Before routing: If this is a new project and Onboarding has not been completed, run Onboarding first. Only route to a module after onboarding is complete and a project folder has been created.

Exception: Skip Onboarding if the user is continuing an existing project (references a folder by name) or explicitly names a step to resume.

When the user makes a request, determine which module to load:

User Says	Load Module
"name my company", "brand name", "rename", "I need a name", "naming", "name creation"	→ Read references/01-naming.md
"brand positioning", "positioning statement", "value proposition", "how to position", "brand positioning"	→ Read references/02-positioning.md
"brand voice", "tagline", "slogan", "messaging", "how should we sound", "brand language", "tagline"	→ Read references/03-voice.md
"visual identity", "logo", "colors", "color palette", "typography", "brand design", "brand design"	→ Read references/04-visual.md
"SEO", "content strategy", "blog post", "keyword research", "rank on Google", "SEO article"	→ Read references/05-seo.md
"build my brand", "full branding", "start from scratch", "product branding", "brand"	→ Start at references/01-naming.md, proceed in order

IMPORTANT: After reading the relevant reference file, follow ALL instructions in that file completely. The reference file IS the full module — it contains the discovery interview, frameworks, best practices, and output requirements.

Passing Context Between Steps

Each module is independently runnable — the user may run them in separate sessions days apart. Context is carried via the output files saved in the project folder, not via conversation memory.

When starting any module, first check the project folder for existing output files:

1. Scan for: 01-naming.md, 02-positioning.md, 03-voice.md, 04-visual.md
2. Read any that exist and extract key outputs
3. Summarize what's already available before starting the discovery interview:

=== Context from Project Files ===
Project Folder: [path]

--- From 01-naming.md (if exists) ---
Name Candidates: [10 registrable candidates]
Working Name: [only if user has explicitly chosen one — otherwise use "[Brand]" as placeholder]
Domain Options: [domain status for top candidates]
Audience: [from Discovery Inputs]
Description: [from Discovery Inputs]
Diamond Win: [from Discovery Inputs]
Diamond Have: [from Discovery Inputs]
Diamond Say: [from Discovery Inputs]

--- From 02-positioning.md (if exists) ---
Positioning: [positioning statement]
Value Proposition: [value prop]
Target Customer: [target customer profile]

--- From 03-voice.md (if exists) ---
Voice Traits: [3-4 adjectives]
Brand Pillars: [3-4 pillars]
Tagline: [chosen tagline]

--- From 04-visual.md (if exists) ---
Color Palette: [primary, secondary colors with hex]
Typography: [heading + body fonts]
===

Skip any discovery questions whose answers are already in the project files.

Transitioning Between Steps

After completing each module:

1. Save the output file to {Project Folder}/0X-module-name.md

   • Include YAML frontmatter with project, module, and date fields
   • Confirm to the user: "✅ Saved to {project-name}/0X-module-name.md"

2. Let the user choose what's next using AskUserQuestion. Show only the remaining uncompleted steps (check the project folder for existing output files) plus "Done for now". Route to the selected module by reading the appropriate reference file. If "Done for now", end gracefully.

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Module Reference Files

Each module is a complete, self-contained guide stored in references/:

File	Lines	Content
references/01-naming.md	~490	Lexicon methodology: Identify brief (Diamond Framework) → Invent 60-100 names (3 cognitive perspectives) → Implement (screen → score → auto-select top 10 balanced candidates: ~5 real words + ~5 engineered)
references/02-positioning.md	~225	4 positioning frameworks (Jackson, Dunford, Diamond, Map) → statement + value prop
references/03-voice.md	~265	Messaging hierarchy → taglines → voice guidelines → tone matrix → AI-ready governance
references/04-visual.md	~330	Color palette → typography → logo brief → application guidelines
references/05-seo.md	~510	Keyword research → content creation → GEO optimization → E-E-A-T → maintenance

When to read a reference file: Read it IMMEDIATELY when the router determines which module to run. Read the FULL file before starting any work. Do NOT summarize or skip sections — follow the module's instructions exactly.

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Language Note

Conduct the entire process in the user's language. All modules support multilingual workflows.