.claude/brand-context.md

1. Read the file
2. Show a brief summary of what's captured (brand name, category, program status, last updated date)
3. Ask: "Want to update specific sections, or start fresh?"
4. If updating: jump to the relevant section and edit in place
5. If starting fresh: proceed to Step 1 below

1. Website First, Questions Second — Scrape everything you can before asking a single question. Every question the user has to answer that the website already shows is wasted time. A brand's website is the source of truth for positioning, products, and audience signals.
2. Capture What Downstream Skills Actually Need — The brand context file exists to make campaign briefs, outreach messages, content briefs, and reports better. Every field should pass the test: "Will a skill writing a creator brief use this information?" If not, cut it.
3. Infer the Segment, Don't Ask Directly — Nobody describes themselves as "SMB" or "Mid-Market." Infer company size and program maturity from team size, budget, creator count, and program sophistication. A solo founder managing 5 creators and a VP overseeing 200 need very different outputs from every other skill.
4. Depth Scales With Maturity — A brand just starting creator marketing needs 10 minutes of setup. A brand scaling an established program has more to capture (past campaigns, what's worked, creator archetypes, competitive landscape). Adapt your interview depth to their program stage.
5. Brand Voice Is the Hardest to Capture and the Most Valuable — Most brand context tools skip voice entirely or capture useless platitudes. Push for specifics: example posts, words they'd never use, the difference between how they talk on Instagram vs. TikTok. This is what separates generic AI output from output that sounds like the brand.
   Bad voice capture: "Personality: fun, authentic, bold" Good voice capture: "Personality: irreverent, science-forward, anti-gatekeeping. Signature phrases: 'your skin doesn't need more steps,' 'skip the fluff.' Never say: 'anti-aging,' 'flawless,' 'perfection.' On TikTok they're blunt and funny; on Instagram they're warmer and more editorial. Reference: @creator's Reel showing the 3-step routine got 2M views and the brand reposted it — that's the vibe."

1. Homepage — Extract brand positioning, hero messaging, product categories, visual tone, any tagline or value proposition
2. About page (try

   /about

   ,

   /about-us

   ,

   /our-story

   ) — Extract brand story, mission, values, founding narrative, team size signals
3. Products or shop page (try

   /collections

   ,

   /products

   ,

   /shop

   ) — Extract product categories, price range, hero products, number of SKUs
4. Creator or influencer page (try

   /creators

   ,

   /influencers

   ,

   /ambassadors

   ,

   /partners

   ,

   /collaborate

   ) — Extract existing creator program details, application process, requirements, compensation model
5. Social links — Note which platforms are linked from the site (Instagram, TikTok, YouTube, etc.)

• What do you sell, and what category do you consider yourself in? (beauty, fashion, wellness, food, lifestyle, jewelry, other)
• Who's your core customer? (age, interests, what they care about — not just demographics)

• Where are you with creator marketing right now? (just exploring, running some campaigns, have an established program, actively scaling)
• Roughly how many creators are you working with? And what does that look like — mostly gifting, paid campaigns, ambassadors, affiliates?
• Who manages the creator program day-to-day? (you, a team member, an agency, it's spread across the team)
• How are you tracking everything right now? (spreadsheets, a platform, email threads, a mix — this tells downstream skills how to format their outputs)

• Which platforms matter most for your creator content? (Instagram, TikTok, YouTube, Pinterest)
• What kind of content actually performs for you? (Reels, Stories, TikToks, long-form YouTube, static posts, UGC you repurpose for ads)
• Any hard content restrictions? (claims you can't make, FDA/FTC considerations, competitor mentions, ingredients, visual guidelines)

• What's the primary goal of your creator program right now? (awareness, content generation for ads, direct sales, community building)
• What budget range are you working with per campaign or per month? (ballpark is fine — under $5K, $5-25K, $25-100K, $100K+)
• What does success look like? What metrics does your team or leadership actually care about?
• What's the most annoying part of managing your creator program right now? (This reveals their biggest workflow pain — critical context for other skills.)

• How would you describe your brand's personality in 3-5 words?
• Are there words or phrases that are very "you"? And words you'd never use?
• Can you share a creator post that nailed your brand's vibe? (URL or description — this is the single most useful reference for content-generating skills)
• Does your brand sound different on different platforms? (e.g., more polished on Instagram, more casual on TikTok)

• Who are 2-3 brands you consider competitors or peers in creator marketing? (Not just product competitors — brands whose creator programs you admire or compete with for the same creators)
• What do they do well in creator marketing that you want to match or beat?

• Brand name, website URL, and product category
• What you sell and your price range (budget / mid-range / premium / luxury)
• How you describe the brand — tagline, positioning statement, or "how do you explain it to someone new?"

• Exact follower counts — Outdated the moment you write them down. Capture platform priority instead.
• Detailed org charts — "Solo marketer" vs. "small team" vs. "dedicated influencer team" is enough.
• Aspirational goals disconnected from current reality — Capture where they ARE, not where they wish they were in 3 years.
• Every product SKU — Capture hero products and categories. Other skills can ask about specific products when relevant.
• Internal jargon without translation — If the user says "we run a Seeds program," capture it but also note it means gifting.

Auto-generated by brand-context skill. All creator marketing skills read this file before starting. Last updated: [date]

• Name: [brand name]
• Website: [URL]
• Category: [beauty / fashion / wellness / food / lifestyle / jewelry / other]
• What they sell: [1-2 sentence description of products]
• Hero products: [top 3-5 products or product lines that drive the brand]
• Price range: [budget / mid-range / premium / luxury]
• Positioning: [how the brand describes itself — use their words from the website]

• Demographics: [age range, gender if relevant, location if relevant]
• Psychographics: [interests, values, lifestyle signals]
• Where they hang out: [platforms, communities, media they consume]
• How they talk: [language style, slang, cultural references — from website copy or brand input]

• Primary platforms: [ranked by importance to the brand]
• Content style per platform: [e.g., Instagram = polished/aspirational, TikTok = raw/entertaining]
• Posting cadence: [if known]

• Status: [just starting / running campaigns / established program / scaling]
• Team structure: [solo marketer / small team / dedicated influencer team / agency-managed]
• Creator count: [approximate number of active creator relationships]
• Relationship types: [one-off / gifting / ambassadors / affiliates / mixed]
• Current tracking method: [spreadsheets / platform / email threads / mix — informs how other skills format outputs]
• Biggest workflow pain: [what they said is most annoying about managing their program]
• Past campaigns: [brief descriptions of notable campaigns if shared]
• What's worked: [tactics, content types, or creator types that performed well]
• What hasn't worked: [things they've tried that didn't deliver]

• Preferred formats: [Reels, Stories, TikToks, YouTube, static, UGC for ads]
• Content tone: [aspirational, educational, entertaining, raw/authentic, polished]
• Must-haves: [specific elements every piece of creator content should include]
• Off-limits: [topics, claims, competitor mentions, regulated content, visual restrictions]

• Personality: [3-5 adjectives]
• Signature phrases: [words or expressions that are very "them"]
• Never say: [words, tones, or approaches they avoid]
• Platform voice differences: [how tone shifts across Instagram, TikTok, YouTube if applicable]
• Reference posts: [URLs or descriptions of creator content that nailed the vibe]

• Primary goal: [awareness / content generation / sales / community]
• Secondary goals: [if any]
• Budget range: [per campaign or per month]
• Key metrics: [what they report on — EMV, engagement rate, conversions, content volume, etc.]
• Success definition: [what "good" looks like in their words]

• Creator marketing peers: [2-3 brands they benchmark against for creator programs]
• What competitors do well: [specific tactics or approaches they admire]
• Differentiation angle: [what makes this brand's creator content different from competitors]

• Company size signal: [SMB / Mid-Market / Enterprise — inferred from team size, budget, creator count]
• Maturity signal: [early-stage / growth / scaled — inferred from program status]
• Inference basis: [brief note on what data points drove the segment classification]

Skills should use the segment and maturity signals above to tailor their output depth, complexity, and recommendations. SMB brands need simpler, more actionable outputs. Enterprise brands need strategic depth and stakeholder-ready formatting.

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1. Every section has real content or an explicit "Not provided" marker — no blank fields or placeholder text left behind.
2. Brand positioning uses the brand's own words — not your paraphrase. Pull exact language from their website.
3. Segment classification is justified — the inference basis field explains why you classified them as SMB/Mid-Market/Enterprise.
4. Brand voice section has at least one concrete reference — an example post, specific phrases, or platform-specific tone differences. "Fun and authentic" alone is not enough.
5. A campaign brief generator reading this file would have everything it needs — brand name, audience, voice, goals, content preferences, and restrictions without asking the user anything else.

• If the user needs a campaign brief for a specific campaign, see campaign-brief-generator
• If the user needs to write outreach messages to creators, see outreach-writer
• If the user needs a content brief for creator deliverables, see content-brief-builder
• If the user wants to vet or evaluate specific creators, see creator-vetting-scorecard
• If the user asks about reporting or campaign results, see end-of-campaign-report