brand-analyzer
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ChineseBrand Analyzer
品牌分析器
Overview
概述
This skill enables comprehensive brand analysis and guidelines creation. It analyzes brand requirements, identifies brand personality and positioning, and generates professional brand guidelines documents. The skill uses established brand frameworks including Jung's 12 archetypes and industry-standard brand identity principles.
本Skill支持全面的品牌分析与指南创建。它会分析品牌需求、明确品牌个性与定位，并生成专业的品牌指南文档。该Skill采用成熟的品牌框架，包括Jung's 12 archetypes和行业标准的品牌标识原则。
When to Use This Skill
适用场景
Use this skill when the user requests:
- Brand analysis or brand audit
- Creation of brand guidelines or brand standards
- Brand identity development or refinement
- Brand consistency evaluation
- Brand positioning and differentiation analysis
- Brand archetype identification
- Recommendations for brand improvements
- Documentation of existing brand elements
当用户提出以下需求时，可使用本Skill：
- 品牌分析或品牌审核
- 品牌指南或品牌标准创建
- 品牌标识的开发或优化
- 品牌一致性评估
- 品牌定位与差异化分析
- 品牌原型识别
- 品牌改进建议
- 现有品牌元素的文档化整理
Core Workflow
核心工作流程
Step 1: Determine Analysis Type
步骤1：确定分析类型
Identify what type of brand work is needed:
A. New Brand Development
- Starting from scratch or rebranding
- Requires comprehensive brand identity creation
- Output: Complete brand guidelines document
B. Existing Brand Analysis
- Analyzing current brand state
- Identifying inconsistencies and gaps
- Output: Brand analysis report with recommendations
C. Quick Brand Audit
- Fast assessment of brand health
- Checking for consistency issues
- Output: Quick audit checklist with scores
D. Brand Guidelines Creation
- Documenting existing brand elements
- Formalizing standards and rules
- Output: Professional brand guidelines
明确所需的品牌工作类型：
A. 新品牌打造
- 从零开始创建品牌或进行品牌重塑
- 需要全面打造品牌标识
- 输出：完整的品牌指南文档
B. 现有品牌分析
- 分析当前品牌状态
- 识别不一致性与差距
- 输出：带有改进建议的品牌分析报告
C. 快速品牌审核
- 快速评估品牌健康度
- 检查一致性问题
- 输出：带有评分的快速审核清单
D. 品牌指南创建
- 记录现有品牌元素
- 规范化标准与规则
- 输出：专业品牌指南
Step 2: Gather Brand Information
步骤2：收集品牌信息
Collect relevant information based on analysis type. Use the questions from as a guide.
references/brand_analysis_framework.mdEssential Information:
- Brand name and tagline
- Mission and vision statements
- Core values
- Target audience details
- Industry and competitive context
- Existing brand materials (if any)
Visual Identity Information:
- Logo and variations
- Color palette (with codes)
- Typography (font families)
- Imagery style preferences
- Design elements
Voice and Messaging:
- Brand personality traits
- Tone of voice
- Key messages
- Value proposition
- Language preferences
Additional Context:
- Brand history and evolution
- Customer perception
- Competitive positioning
- Business goals
- Brand touchpoints
根据分析类型收集相关信息，可参考中的问题。
references/brand_analysis_framework.md核心信息:
- 品牌名称与标语
- 使命与愿景声明
- 核心价值观
- 目标受众详情
- 行业与竞争环境
- 现有品牌物料（如有）
视觉标识信息:
- Logo及变体
- 配色方案（含色号）
- Typography（字体体系）
- 图像风格偏好
- 设计元素
品牌语调与信息传递:
- 品牌个性特质
- 语调风格
- 核心信息
- 价值主张
- 语言偏好
额外背景信息:
- 品牌历史与演变
- 客户认知
- 竞争定位
- 业务目标
- 品牌触点
Step 3: Analyze Brand Archetype
步骤3：识别品牌原型
Identify the brand's personality using the 12 archetypes framework from .
references/brand_archetypes.mdAnalysis Process:
- Review brand's core desire and goals
- Assess personality traits and values
- Consider target audience aspirations
- Evaluate competitive positioning
- Identify primary archetype (60-70% influence)
- Identify secondary archetype (30-40% influence)
Archetypes Quick Reference:
- Innocent: Happiness, optimism, simplicity
- Sage: Knowledge, wisdom, expertise
- Explorer: Freedom, adventure, discovery
- Outlaw: Rebellion, disruption, change
- Magician: Transformation, vision, innovation
- Hero: Courage, achievement, mastery
- Lover: Passion, intimacy, beauty
- Jester: Fun, humor, enjoyment
- Everyman: Belonging, authenticity, relatability
- Caregiver: Nurturing, protection, support
- Ruler: Control, leadership, success
- Creator: Innovation, imagination, artistic expression
Load for detailed characteristics, visual directions, and messaging patterns for each archetype.
references/brand_archetypes.md借助中的12种原型框架，识别品牌个性。
references/brand_archetypes.md分析流程:
- 回顾品牌的核心诉求与目标
- 评估品牌个性特质与价值观
- 考虑目标受众的期望
- 评估竞争定位
- 确定主原型（影响占比60-70%）
- 确定副原型（影响占比30-40%）
原型速查:
- Innocent: 快乐、乐观、简约
- Sage: 知识、智慧、专业
- Explorer: 自由、冒险、发现
- Outlaw: 反叛、颠覆、变革
- Magician: 转型、愿景、创新
- Hero: 勇气、成就、精通
- Lover: 热情、亲密、美感
- Jester: 趣味、幽默、愉悦
- Everyman: 归属感、真实、亲近
- Caregiver: 滋养、保护、支持
- Ruler: 掌控、领导力、成功
- Creator: 创新、想象力、艺术表达
如需了解每个原型的详细特征、视觉方向与信息传递模式，请查看。
references/brand_archetypes.mdStep 4: Conduct Brand Analysis
步骤4：开展品牌分析
Perform comprehensive analysis using the framework from .
references/brand_analysis_framework.mdKey Analysis Areas:
1. Brand Identity
- Mission/vision clarity and alignment
- Values authenticity and consistency
- Personality definition and expression
- Archetype fit and application
2. Visual Identity
- Logo effectiveness and variations
- Color palette appropriateness and accessibility
- Typography hierarchy and readability
- Imagery style consistency
- Overall visual coherence
3. Voice and Messaging
- Voice consistency across channels
- Tone adaptation for contexts
- Message clarity and relevance
- Language effectiveness
- Value proposition strength
4. Target Audience Alignment
- Audience definition completeness
- Brand-audience fit
- Messaging resonance
- Visual appeal to audience
- Problem-solution alignment
5. Market Position
- Competitive differentiation
- Unique value proposition
- Market positioning clarity
- Brand promise delivery
6. Brand Consistency
- Cross-channel consistency
- Touchpoint alignment
- Quality standards maintenance
- Experience coherence
使用中的框架进行全面分析。
references/brand_analysis_framework.md核心分析领域:
1. 品牌标识
- 使命/愿景的清晰度与一致性
- 价值观的真实性与连贯性
- 品牌个性的定义与表达
- 原型的匹配度与应用
2. 视觉标识
- Logo的有效性与变体设计
- 配色方案的适宜性与可访问性
- 字体体系的层级与可读性
- 图像风格的一致性
- 整体视觉协调性
3. 品牌语调与信息传递
- 跨渠道语调一致性
- 不同场景下的语调适配
- 信息的清晰度与相关性
- 语言的有效性
- 价值主张的力度
4. 目标受众契合度
- 受众定义的完整性
- 品牌与受众的匹配度
- 信息的共鸣度
- 视觉风格对受众的吸引力
- 问题与解决方案的契合度
5. 市场定位
- 竞争差异化
- 独特价值主张
- 市场定位的清晰度
- 品牌承诺的兑现度
6. 品牌一致性
- 跨渠道一致性
- 品牌触点的对齐
- 质量标准的维护
- 体验的连贯性
Step 5: Generate Output Document
步骤5：生成输出文档
Create the appropriate deliverable based on analysis type using templates from .
assets/Output Options:
A. Brand Guidelines Document ()
assets/brand_guidelines_template.md- Complete, professional brand guidelines
- Includes all identity elements
- Usage rules and examples
- Application across channels
- Resource section
B. Brand Analysis Report ()
assets/brand_analysis_report_template.md- Comprehensive analysis findings
- Strengths and opportunities
- Competitive positioning
- Recommendations and roadmap
- Success metrics
C. Quick Brand Audit ()
assets/quick_brand_audit_template.md- Rapid assessment checklist
- Health scores by category
- Priority action items
- Consistency check across channels
File Naming Convention:
- Guidelines:
brand-guidelines-BRANDNAME-YYYY-MM-DD.md - Analysis:
brand-analysis-BRANDNAME-YYYY-MM-DD.md - Audit:
brand-audit-BRANDNAME-YYYY-MM-DD.md
Storage Location:
Create in project root or in directory if multiple documents.
brand-documents/根据分析类型，使用中的模板创建相应的交付物。
assets/输出选项:
A. 品牌指南文档 ()
assets/brand_guidelines_template.md- 完整的专业品牌指南
- 涵盖所有标识元素
- 使用规则与示例
- 跨渠道应用说明
- 资源板块
B. 品牌分析报告 ()
assets/brand_analysis_report_template.md- 全面的分析发现
- 优势与改进机会
- 竞争定位
- 改进建议与实施路线图
- 成功指标
C. 快速品牌审核报告 ()
assets/quick_brand_audit_template.md- 快速评估清单
- 各分类的健康评分
- 优先行动项
- 跨渠道一致性检查
文件命名规范:
- 指南文档:
brand-guidelines-BRANDNAME-YYYY-MM-DD.md - 分析报告:
brand-analysis-BRANDNAME-YYYY-MM-DD.md - 审核报告:
brand-audit-BRANDNAME-YYYY-MM-DD.md
存储位置:
在项目根目录创建，若文档较多可存入目录。
brand-documents/Step 6: Provide Recommendations
步骤6：提供改进建议
Based on analysis, provide actionable recommendations:
Prioritization Framework:
- High Impact + Low Effort: Quick wins - do immediately
- High Impact + High Effort: Strategic initiatives - plan carefully
- Low Impact + Low Effort: Nice-to-haves - do when possible
- Low Impact + High Effort: Avoid - not worth resources
Recommendation Categories:
- Visual Identity Improvements: Logo refinements, color adjustments, typography updates
- Voice and Messaging: Tone consistency, message clarification, language refinement
- Documentation: Creating or updating guidelines, standards documentation
- Consistency: Fixing inconsistencies across touchpoints
- Strategic: Repositioning, rebranding, major initiatives
基于分析结果，提供可落地的改进建议:
优先级框架:
- 高影响 + 低投入: 快速见效项 - 立即执行
- 高影响 + 高投入: 战略举措 - 谨慎规划
- 低影响 + 低投入: 锦上添花项 - 有空时执行
- 低影响 + 高投入: 避免执行 - 不值得投入资源
建议分类:
- 视觉标识改进: Logo优化、配色调整、字体更新
- 品牌语调与信息传递: 语调一致性、信息明确化、语言优化
- 文档完善: 创建或更新品牌指南、标准文档
- 一致性修复: 解决跨触点的不一致问题
- 战略层面: 品牌重新定位、品牌重塑、重大举措
Step 7: Create Implementation Roadmap
步骤7：制定实施路线图
Provide phased approach for implementing recommendations:
Phase 1: Immediate (0-30 days)
- Critical fixes
- Quick wins
- Documentation updates
- High-priority inconsistencies
Phase 2: Short-term (1-3 months)
- Medium-priority improvements
- Guideline development
- Team training
- Channel optimization
Phase 3: Long-term (3-6+ months)
- Strategic initiatives
- Major redesigns
- Comprehensive rollouts
- Measurement and refinement
分阶段提供建议的实施方案:
Phase 1: 立即执行 (0-30天)
- 关键问题修复
- 快速见效项
- 文档更新
- 高优先级的一致性问题解决
Phase 2: 短期 (1-3个月)
- 中优先级改进项
- 品牌指南开发
- 团队培训
- 渠道优化
Phase 3: 长期 (3-6+个月)
- 战略举措
- 重大重新设计
- 全面推广
- 效果衡量与优化
Advanced Features
高级功能
Competitive Brand Analysis
竞品品牌分析
When comparing to competitors:
- Identify 3-5 key competitors
- Analyze their positioning and differentiation
- Map brand attributes on positioning matrix
- Identify gaps and opportunities
- Recommend differentiation strategy
进行竞品对比时:
- 确定3-5个核心竞品
- 分析它们的定位与差异化
- 在定位矩阵上绘制品牌属性
- 识别差距与机会
- 提出差异化策略建议
Brand Health Scoring
品牌健康度评分
Provide quantitative assessments:
- Visual Identity: Logo, colors, typography coherence
- Brand Foundation: Mission, values, personality clarity
- Voice & Messaging: Consistency and effectiveness
- Consistency: Cross-channel alignment
- Audience Alignment: Target fit and appeal
- Differentiation: Competitive uniqueness
- Documentation: Guidelines completeness
Scale: 1-10 for each category, with overall average.
提供量化评估:
- 视觉标识: Logo、配色、字体的协调性
- 品牌基础: 使命、价值观、品牌个性的清晰度
- 语调与信息传递: 一致性与有效性
- 一致性: 跨渠道对齐度
- 受众契合度: 与目标受众的匹配度与吸引力
- 差异化: 竞争独特性
- 文档完善度: 品牌指南的完整性
评分范围: 每个分类1-10分，计算整体平均分。
Multi-Channel Audit
多渠道审核
Assess brand consistency across touchpoints:
- Website
- Social media (platform-specific)
- Email communications
- Print materials
- Packaging
- Signage and environmental
- Customer service
- Product/service delivery
评估跨触点的品牌一致性:
- 网站
- 社交媒体 (分平台)
- 邮件沟通
- 印刷物料
- 包装
- 标识与环境展示
- 客户服务
- 产品/服务交付
Usage Examples
使用示例
Example 1: New Brand Guidelines
示例1: 新品牌指南创建
User Request: "Create comprehensive brand guidelines for our eco-friendly packaging startup called GreenWrap."
Execution:
- Ask discovery questions about mission, values, target audience
- Gather visual identity details (colors, fonts, logo variations)
- Identify brand archetype (likely Explorer or Caregiver)
- Reference for structure
references/brand_analysis_framework.md - Use as base
assets/brand_guidelines_template.md - Fill in all sections with specific details
- Save as
brand-guidelines-greenwrap-2025-03-15.md - Provide implementation recommendations
用户需求: "为我们的环保包装初创公司GreenWrap创建全面的品牌指南。"
执行流程:
- 询问关于使命、价值观、目标受众的探索性问题
- 收集视觉标识细节 (配色、字体、Logo变体)
- 识别品牌原型 (可能为Explorer或Caregiver)
- 参考搭建结构
references/brand_analysis_framework.md - 以为基础
assets/brand_guidelines_template.md - 填充所有板块的具体内容
- 保存为
brand-guidelines-greenwrap-2025-03-15.md - 提供实施建议
Example 2: Brand Audit
示例2: 品牌审核
User Request: "Audit our existing brand for consistency issues."
Execution:
- Request access to brand materials across channels
- Use audit checklist
references/brand_analysis_framework.md - Assess each brand element category
- Score consistency across touchpoints
- Identify gaps and inconsistencies
- Use
assets/quick_brand_audit_template.md - Complete all checklist items with findings
- Provide prioritized action items
- Save as
brand-audit-[name]-[date].md
用户需求: "审核我们现有品牌的一致性问题。"
执行流程:
- 请求获取跨渠道的品牌物料
- 使用中的审核清单
references/brand_analysis_framework.md - 评估每个品牌元素分类
- 为跨触点一致性评分
- 识别差距与不一致问题
- 使用
assets/quick_brand_audit_template.md - 填写所有清单项并记录发现
- 提供分优先级的行动项
- 保存为
brand-audit-[name]-[date].md
Example 3: Brand Analysis with Recommendations
示例3: 带改进建议的品牌分析
User Request: "Analyze our tech startup brand and suggest improvements."
Execution:
- Gather current brand information
- Load to identify archetype
references/brand_archetypes.md - Use for analysis structure
references/brand_analysis_framework.md - Evaluate all brand elements (visual, voice, positioning)
- Assess competitive differentiation
- Identify strengths and opportunities
- Use
assets/brand_analysis_report_template.md - Complete comprehensive report with scores
- Provide implementation roadmap
- Save as
brand-analysis-[name]-[date].md
用户需求: "分析我们的科技初创公司品牌并提出改进建议。"
执行流程:
- 收集当前品牌信息
- 查看以识别品牌原型
references/brand_archetypes.md - 使用搭建分析结构
references/brand_analysis_framework.md - 评估所有品牌元素 (视觉、语调、定位)
- 评估竞争差异化
- 识别优势与改进机会
- 使用
assets/brand_analysis_report_template.md - 完成包含评分的全面报告
- 提供实施路线图
- 保存为
brand-analysis-[name]-[date].md
Reference Files
参考文件
This skill includes detailed reference documentation:
本Skill包含详细的参考文档:
references/brand_analysis_framework.md
references/brand_analysis_framework.mdreferences/brand_analysis_framework.md
references/brand_analysis_framework.mdComprehensive framework covering:
- Core brand elements (identity, visual, voice, audience, position)
- Discovery and analysis questions
- Brand consistency checkpoints
- Guideline categories and structure
- Audit checklists
- Output frameworks
When to load: For any brand analysis or guidelines creation to ensure comprehensive coverage.
全面的框架涵盖:
- 核心品牌元素 (标识、视觉、语调、受众、定位)
- 探索与分析问题
- 品牌一致性检查点
- 指南分类与结构
- 审核清单
- 输出框架
加载时机: 进行任何品牌分析或指南创建时加载，以确保覆盖全面。
references/brand_archetypes.md
references/brand_archetypes.mdreferences/brand_archetypes.md
references/brand_archetypes.mdComplete guide to Jung's 12 brand archetypes:
- Detailed descriptions of each archetype
- Core desires, goals, and strategies
- Voice and visual characteristics
- Example brands for each type
- How to identify and apply archetypes
- Mixed archetype strategies
When to load: When identifying brand personality or determining visual/voice direction.
关于Jung's 12 archetypes的完整指南:
- 每个原型的详细描述
- 核心诉求、目标与策略
- 语调和视觉特征
- 各类型的示例品牌
- 如何识别与应用原型
- 混合原型策略
加载时机: 识别品牌个性或确定视觉/语调方向时加载。
Asset Templates
资产模板
This skill includes three professional templates in :
assets/本Skill在中包含三个专业模板:
assets/brand_guidelines_template.md
brand_guidelines_template.mdbrand_guidelines_template.md
brand_guidelines_template.mdComplete brand guidelines document template with sections for:
- Brand story and foundation
- Visual identity (logo, colors, typography, imagery)
- Voice and messaging
- Brand applications (digital, print, environmental)
- Usage examples and checklist
完整的品牌指南文档模板，包含以下板块:
- 品牌故事与基础
- 视觉标识 (Logo、配色、字体、图像)
- 语调和信息传递
- 品牌应用 (数字、印刷、环境)
- 使用示例与清单
brand_analysis_report_template.md
brand_analysis_report_template.mdbrand_analysis_report_template.md
brand_analysis_report_template.mdComprehensive analysis report template covering:
- Executive summary and key findings
- Detailed analysis of all brand elements
- Competitive positioning
- Touchpoint audit
- Strengths and opportunities
- Implementation roadmap with phases
- Success metrics
全面的分析报告模板，涵盖:
- 执行摘要与关键发现
- 所有品牌元素的详细分析
- 竞争定位
- 触点审核
- 优势与改进机会
- 分阶段实施路线图
- 成功指标
quick_brand_audit_template.md
quick_brand_audit_template.mdquick_brand_audit_template.md
quick_brand_audit_template.mdRapid assessment checklist including:
- Visual identity verification
- Brand foundation check
- Voice and messaging evaluation
- Consistency across channels
- Audience alignment assessment
- Competitive position review
- Health scores and priority actions
快速评估清单，包括:
- 视觉标识验证
- 品牌基础检查
- 语调和信息传递评估
- 跨渠道一致性
- 受众契合度评估
- 竞争定位审查
- 健康评分与优先行动项
Best Practices
最佳实践
Discovery Phase
探索阶段
- Ask open-ended questions to understand brand deeply
- Review all existing materials before making recommendations
- Understand business goals and how brand supports them
- Consider customer perspective and perception
- 提出开放式问题，深入理解品牌
- 在提出建议前，审阅所有现有物料
- 理解业务目标以及品牌如何支持这些目标
- 考虑客户视角与认知
Analysis Phase
分析阶段
- Use both references files for comprehensive framework
- Be objective in assessments - identify both strengths and gaps
- Provide specific examples when noting issues
- Consider industry context and competitive landscape
- 同时使用两份参考文件，确保框架全面
- 评估保持客观，既要识别优势也要发现差距
- 指出问题时提供具体示例
- 考虑行业背景与竞争格局
Documentation Phase
文档阶段
- Use clear, actionable language
- Include specific measurements and standards
- Provide both good and bad examples
- Make guidelines accessible and easy to follow
- 使用清晰、可落地的语言
- 包含具体的衡量标准与规范
- 提供正面与反面示例
- 让指南易于获取和遵循
Recommendation Phase
建议阶段
- Prioritize based on impact and effort
- Provide rationale for each recommendation
- Include estimated timelines and resources
- Connect recommendations to business goals
- 根据影响与投入程度划分优先级
- 为每个建议提供理由
- 包含预估时间线与资源需求
- 将建议与业务目标关联
Follow-up
跟进阶段
- Suggest regular brand audits (quarterly or bi-annually)
- Recommend brand guideline updates as brand evolves
- Provide guidance on implementing changes
- Offer to create supporting materials
- 建议定期进行品牌审核 (每季度或每半年一次)
- 建议随着品牌发展更新品牌指南
- 为实施变更提供指导
- 主动提出创建支持性物料
Common Scenarios
常见场景
Scenario 1: Inconsistent Brand
场景1: 品牌不一致
Symptoms: Different colors/fonts across channels, unclear messaging
Approach: Quick audit → Identify inconsistencies → Prioritize fixes → Create guidelines
Output: Quick audit + Brand guidelines document
症状: 跨渠道使用不同配色/字体、信息传递模糊
处理方式: 快速审核→识别不一致问题→优先修复→创建品牌指南
输出: 快速审核报告+品牌指南文档
Scenario 2: Undefined Brand
场景2: 品牌未定义
Symptoms: No clear values, personality, or visual standards
Approach: Discovery → Define all elements → Document in guidelines
Output: Complete brand guidelines document
症状: 无明确价值观、个性或视觉标准
处理方式: 探索调研→定义所有元素→写入品牌指南
输出: 完整品牌指南文档
Scenario 3: Rebranding
场景3: 品牌重塑
Symptoms: Old brand doesn't fit current direction
Approach: Full analysis → Competitive positioning → New identity development
Output: Brand analysis report + New brand guidelines
症状: 旧品牌与当前发展方向不符
处理方式: 全面分析→竞争定位→新品牌标识打造
输出: 品牌分析报告+新品牌指南
Scenario 4: Brand Expansion
场景4: 品牌拓展
Symptoms: Entering new market or launching new product line
Approach: Review core brand → Adapt for new context → Extension guidelines
Output: Brand guidelines with extension sections
症状: 进入新市场或推出新产品线
处理方式: 回顾核心品牌→适配新场景→拓展品牌指南
输出: 含拓展板块的品牌指南
Tips for Effective Brand Analysis
有效品牌分析的技巧
- Start with Why: Understanding purpose drives better brand decisions
- Think Long-term: Brand should be enduring, not trendy
- Stay Authentic: Brand must reflect true organizational values
- Be Consistent: Repetition builds recognition
- Consider Context: Brand exists in competitive and cultural context
- Measure Impact: Track brand health metrics over time
- Evolve Thoughtfully: Brands should evolve, but deliberately
- Empower Team: Guidelines should enable, not restrict creativity
- 从“为什么”开始: 理解品牌的初衷能驱动更好的决策
- 着眼长期: 品牌应具有持久性，而非追逐潮流
- 保持真实: 品牌必须反映组织的真实价值观
- 保持一致: 重复能建立品牌认知
- 考虑环境: 品牌存在于竞争与文化环境中
- 衡量影响: 长期跟踪品牌健康度指标
- 审慎演变: 品牌可以演变，但需有规划地进行
- 赋能团队: 品牌指南应赋能而非限制创造力