Brand Identity
Define brand purpose, positioning, and visual/verbal identity before you ship marketing or a landing page.
Install
npx skills add https://github.com/travisjneuman/.claude --skill brand-identityWhat is this skill?
- Stacks brand purpose, vision, mission, values, personality, and identity in a single hierarchy
- Clarifies what a brand is versus logo-only thinking (promise, trust, reputation)
- Guides from strategy foundation through visual and verbal expression
- Use when creating brand guidelines or defining positioning for a product or business
- Frames emotional connection and customer promise as core deliverables
Adoption & trust: 687 installs on skills.sh; 61 GitHub stars; 3/3 security scanners passed (skills.sh audits).
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Journey fit
Primary fit
Brand strategy (purpose, vision, mission, values) is the canonical Idea-phase work that shapes who you build for and how you will be perceived later. Audience and perception framing belong under audience research—brand is what others will say about you, not just logos.
Common Questions / FAQ
Is Brand Identity safe to install?
skills.sh reports 3 of 3 security scanners passed. Review the Security Audits panel on this page before installing in production.
SKILL.md
READMESKILL.md - Brand Identity
# Brand Identity Comprehensive guide for creating and managing brand identities from strategy to execution. ## Brand Strategy Foundation ### What is a Brand? ``` Brand = Perception in people's minds A brand is NOT: ✗ Just a logo ✗ Just visual identity ✗ What you say about yourself A brand IS: ✓ Promise to customers ✓ Emotional connection ✓ Reputation and trust ✓ What others say about you ``` ### Brand Hierarchy ``` ┌─────────────────────────────────────────┐ │ BRAND PURPOSE │ │ Why you exist (beyond profit) │ ├─────────────────────────────────────────┤ │ BRAND VISION │ │ Where you're going │ ├─────────────────────────────────────────┤ │ BRAND MISSION │ │ How you'll get there │ ├─────────────────────────────────────────┤ │ BRAND VALUES │ │ What you believe in │ ├─────────────────────────────────────────┤ │ BRAND PERSONALITY │ │ How you communicate │ ├─────────────────────────────────────────┤ │ BRAND IDENTITY │ │ Visual and verbal expression │ └─────────────────────────────────────────┘ ``` --- ## Brand Strategy ### Brand Purpose ``` Template: We exist to [ACTION] for [AUDIENCE] by [HOW] so that [IMPACT]. Examples: Nike: "To bring inspiration and innovation to every athlete in the world." Patagonia: "We're in business to save our home planet." Tesla: "To accelerate the world's transition to sustainable energy." ``` ### Brand Positioning ``` Positioning Statement Template: For [TARGET AUDIENCE] who [NEED/WANT], [BRAND NAME] is a [CATEGORY] that [KEY BENEFIT]. Unlike [COMPETITORS], we [UNIQUE DIFFERENTIATOR]. Example: For busy professionals who need quick, healthy meals, HelloFresh is a meal kit delivery service that provides pre-portioned ingredients with easy recipes. Unlike grocery shopping, we eliminate food waste and decision fatigue. ``` ### Competitive Positioning Map ``` High Price │ │ Premium │ Luxury Quality │ Exclusive │ ────────────────┼──────────────── │ Value │ Status Basic │ Symbol │ │ Low Price Low Perceived ───────── High Perceived Value Value ``` ### Brand Archetypes | Archetype | Desire | Strategy | Examples | | ------------- | ---------- | ----------------- | ----------------- | | **Innocent** | Safety | Be pure/simple | Coca-Cola, Dove | | **Explorer** | Freedom | Discover world | Jeep, North Face | | **Sage** | Wisdom | Find truth | Google, TED | | **Hero** | Mastery | Act courageously | Nike, FedEx | | **Outlaw** | Liberation | Break rules | Harley, Virgin | | **Magician** | Power | Transform | Apple, Disney | | **Regular** | Belonging | Be authentic | IKEA, Target | | **Lover** | Intimacy | Create connection | Chanel, Godiva | | **Jester** | Enjoyment | Have fun | M&Ms, Old Spice | | **Caregiver** | Service | Help others | Johnson & Johnson | | **Creator** | Innovation | Create value | Lego, Adobe | | **Ruler** | Control | Take charge | Mercedes, Rolex | --- ## Visual Identity System ### Logo Design Principles ``` Effective Logo Characteristics: ┌─────────────────────────────────────────┐ │ ✓ Simple: Works at any size │ │ ✓ Memorable: Distinctive and unique