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brand-identity-wizard

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Brand Identity Wizard

品牌标识向导

Create a comprehensive brand identity document that content skills can reference for consistent voice, messaging, and audience targeting.
创建一份全面的品牌标识文档，供内容类技能参考，以确保语气、信息传递和受众定位的一致性。

Purpose

目的

Many content skills (newsletters, podcasts, social posts, SEO articles) need brand context to produce on-brand content. This wizard creates a single 
brand-identity.md
file that all skills can reference.
Core Philosophy: Define once, use everywhere. A well-defined brand identity enables consistent content creation across all channels.
许多内容类技能（通讯、播客、社交帖子、SEO文章）需要品牌背景来产出符合品牌调性的内容。本向导工具会创建一个所有技能都可参考的
brand-identity.md
文件。
核心理念： 一次定义，随处复用。清晰的品牌标识能确保所有渠道的内容创作保持一致。

When to Use This Wizard

何时使用本向导工具

Use this wizard when:
  • Setting up a new skills vault for a brand/company
  • Starting content production for a new client
  • Your brand identity has evolved and needs updating
  • Content feels inconsistent across different skills
You'll need:
  • 30-60 minutes for the initial interview
  • Access to existing brand materials (website, past content, style guides)
  • Decision-making authority on brand voice
在以下场景使用本向导：
  • 为品牌/公司搭建新的技能库
  • 开始为新客户制作内容
  • 品牌标识已升级，需要更新相关文档
  • 不同技能产出的内容风格不一致
你需要准备：
  • 30-60分钟的初始访谈时间
  • 可访问现有品牌资料（官网、过往内容、风格指南）
  • 对品牌语气的决策权限

The 5-Section Framework

五部分框架

Section 1: Brand Persona

第一部分：品牌人设

Goal: Define who the brand is as if it were a person
目标： 将品牌拟人化，定义其人格特征

Questions to Answer:

需要回答的问题：

  1. If your brand were a person, who would they be?
    • Name, background, expertise
    • What makes them uniquely qualified?
    • What's their origin story?
  2. What's their personality?
    • Warm vs. reserved
    • Expert vs. peer
    • Serious vs. playful
    • Formal vs. casual
  3. What do they believe deeply?
    • Core convictions (not just values)
    • What hills will they die on?
    • What conventional wisdom do they reject?
  4. What's their superpower?
    • What do they do better than anyone else?
    • What unique perspective do they bring?
  1. 如果你的品牌是一个人，他会是什么样的？
    • 姓名、背景、专业能力
    • 他的独特优势是什么？
    • 他的起源故事是什么？
  2. 他的性格如何？
    • 热情 vs 内敛
    • 专家型 vs 同行型
    • 严肃 vs 活泼
    • 正式 vs 随性
  3. 他的核心信念是什么？
    • 坚定的价值观（而非空泛的口号）
    • 哪些原则是他绝不妥协的？
    • 他反对哪些行业共识？
  4. 他的“超能力”是什么？
    • 他比其他人做得更好的地方是什么？
    • 他带来了哪些独特视角？

Output Format:

输出格式：

markdown
undefined
markdown
undefined

Brand Persona

Brand Persona

Name: [Name or brand name] Role: [Their role/title in relation to audience] Background: [2-3 sentences on origin story and qualifications]
Personality Traits:
  • [Trait 1 with brief explanation]
  • [Trait 2 with brief explanation]
  • [Trait 3 with brief explanation]
Core Beliefs:
  • [Belief 1]
  • [Belief 2]
  • [Belief 3]
Superpower: [One sentence on unique value proposition]

---
Name: [Name or brand name] Role: [Their role/title in relation to audience] Background: [2-3 sentences on origin story and qualifications]
Personality Traits:
  • [Trait 1 with brief explanation]
  • [Trait 2 with brief explanation]
  • [Trait 3 with brief explanation]
Core Beliefs:
  • [Belief 1]
  • [Belief 2]
  • [Belief 3]
Superpower: [One sentence on unique value proposition]

---

Section 2: Target Audience

第二部分：目标受众

Goal: Define who this brand serves and what they need
目标： 明确品牌服务的对象及其需求

Questions to Answer:

需要回答的问题：

  1. Primary Audience Profile:
    • Demographics (age, location, profession)
    • Psychographics (values, goals, fears)
    • Current situation and pain points
  2. What transformation do they want?
    • Where are they now? (Before state)
    • Where do they want to be? (After state)
    • What's blocking them?
  3. How do they describe their problem?
    • Use their words, not industry jargon
    • What do they Google?
    • What do they complain about?
  4. Secondary Audiences:
    • Who else might consume this content?
    • How do their needs differ?
  1. 核心受众画像：
    • 人口统计学特征（年龄、地域、职业）
    • 心理统计学特征（价值观、目标、顾虑）
    • 当前处境与痛点
  2. 他们期望获得怎样的转变？
    • 当前状态（转变前）
    • 理想状态（转变后）
    • 阻碍他们的因素是什么？
  3. 他们如何描述自己的问题？
    • 使用他们的日常用语，而非行业黑话
    • 他们会搜索哪些关键词？
    • 他们经常抱怨什么？
  4. 次要受众：
    • 还有哪些群体可能会消费这些内容？
    • 他们的需求与核心受众有何不同？

Output Format:

输出格式：

markdown
undefined
markdown
undefined

Target Audience

Target Audience

Primary Audience

Primary Audience

Demographics: [Age, location, profession, life stage] Psychographics: [Values, lifestyle, interests]
Current State:
  • [Pain point 1]
  • [Pain point 2]
  • [Pain point 3]
Desired State:
  • [Goal 1]
  • [Goal 2]
  • [Goal 3]
How They Describe It:
  • "[Quote-style description they'd use]"
  • "[Another way they'd say it]"
Demographics: [Age, location, profession, life stage] Psychographics: [Values, lifestyle, interests]
Current State:
  • [Pain point 1]
  • [Pain point 2]
  • [Pain point 3]
Desired State:
  • [Goal 1]
  • [Goal 2]
  • [Goal 3]
How They Describe It:
  • "[Quote-style description they'd use]"
  • "[Another way they'd say it]"

Secondary Audiences

Secondary Audiences

[Audience 2]: [Brief description and how needs differ] [Audience 3]: [Brief description and how needs differ]

---
[Audience 2]: [Brief description and how needs differ] [Audience 3]: [Brief description and how needs differ]

---

Section 3: Voice & Tone

第三部分：语气风格

Goal: Define how the brand speaks and writes
目标： 定义品牌的沟通方式

Questions to Answer:

需要回答的问题：

  1. Voice Spectrum Ratings (1-5 scale):
    • Formal ← → Casual
    • Expert ← → Peer
    • Serious ← → Playful
    • Reserved ← → Opinionated
    • Abstract ← → Concrete
  2. Sentence Patterns:
    • Average length (short, medium, long)
    • Variation style (punchy fragments? flowing paragraphs?)
    • Signature structures (recurring patterns)
  3. Word Choice:
    • Vocabulary level (simple, moderate, sophisticated)
    • Contractions (always, sometimes, never)
    • Industry jargon (embrace, explain, avoid)
    • Profanity/informality (none, mild, frequent)
  4. What to NEVER do:
    • Phrases to avoid
    • Tones that are off-brand
    • Common mistakes
  1. 语气维度评分（1-5分）：
    • 正式 ← → 随性
    • 专家型 ← → 同行型
    • 严肃 ← → 活泼
    • 内敛 ← → 有主见
    • 抽象 ← → 具体
  2. 句式特点：
    • 平均句长（短、中、长）
    • 句式变化风格（简洁短句？流畅长段落？）
    • 标志性结构（重复使用的句式）
  3. 用词选择：
    • 词汇难度（简单、中等、复杂）
    • 缩写使用（总是、有时、从不）
    • 行业黑话（使用、解释、避免）
    • 非正式表达（无、轻度、频繁）
  4. 绝对禁忌：
    • 需避免的表述
    • 不符合品牌调性的语气
    • 常见错误

Output Format:

输出格式：

markdown
undefined
markdown
undefined

Voice & Tone

Voice & Tone

Voice Spectrum

Voice Spectrum

  • Formal/Casual: [X]/5 - [Brief explanation]
  • Expert/Peer: [X]/5 - [Brief explanation]
  • Serious/Playful: [X]/5 - [Brief explanation]
  • Reserved/Opinionated: [X]/5 - [Brief explanation]
  • Abstract/Concrete: [X]/5 - [Brief explanation]
  • Formal/Casual: [X]/5 - [Brief explanation]
  • Expert/Peer: [X]/5 - [Brief explanation]
  • Serious/Playful: [X]/5 - [Brief explanation]
  • Reserved/Opinionated: [X]/5 - [Brief explanation]
  • Abstract/Concrete: [X]/5 - [Brief explanation]

Sentence Patterns

Sentence Patterns

  • Average length: [Short/Medium/Long]
  • Variation: [Description of rhythm]
  • Signature structures:
    • "[Example pattern 1]"
    • "[Example pattern 2]"
  • Average length: [Short/Medium/Long]
  • Variation: [Description of rhythm]
  • Signature structures:
    • "[Example pattern 1]"
    • "[Example pattern 2]"

Word Choice

Word Choice

  • Vocabulary: [Simple/Moderate/Sophisticated]
  • Contractions: [Always/Sometimes/Never]
  • Jargon: [Policy]
  • Informality: [Level]
  • Vocabulary: [Simple/Moderate/Sophisticated]
  • Contractions: [Always/Sometimes/Never]
  • Jargon: [Policy]
  • Informality: [Level]

Anti-Patterns (NEVER do)

Anti-Patterns (NEVER do)

  • ❌ [Thing to avoid 1]
  • ❌ [Thing to avoid 2]
  • ❌ [Thing to avoid 3]
  • ❌ [Thing to avoid 1]
  • ❌ [Thing to avoid 2]
  • ❌ [Thing to avoid 3]

Signature Phrases

Signature Phrases

  • "[Phrase this brand uses often]"
  • "[Another recurring expression]"

---
  • "[Phrase this brand uses often]"
  • "[Another recurring expression]"

---

Section 4: Values & Mission

第四部分：价值观与使命

Goal: Define the brand's purpose and principles
目标： 明确品牌的宗旨与原则

Questions to Answer:

需要回答的问题：

  1. Mission Statement:
    • What problem does this brand exist to solve?
    • In one sentence, what's the mission?
  2. Core Values (3-5):
    • Not aspirational, but actually practiced
    • How does each value show up in content?
  3. What This Brand Stands For:
    • Positions it takes publicly
    • Causes or movements it supports
    • Industry practices it challenges
  4. What This Brand Opposes:
    • What does it stand against?
    • What conventional wisdom does it reject?
    • What practices does it criticize?
  1. 使命宣言：
    • 品牌存在的核心目的是什么？
    • 用一句话概括品牌使命
  2. 核心价值观（3-5个）：
    • 实际践行的价值观，而非空想
    • 每个价值观如何体现在内容中？
  3. 品牌立场：
    • 公开支持的观点
    • 参与的事业或运动
    • 挑战的行业惯例
  4. 品牌反对的内容：
    • 品牌坚决抵制的事物
    • 反对哪些行业共识？
    • 批评哪些不良做法？

Output Format:

输出格式：

markdown
undefined
markdown
undefined

Values & Mission

Values & Mission

Mission

Mission

[One clear sentence on why this brand exists]
[One clear sentence on why this brand exists]

Core Values

Core Values

  1. [Value 1]: [How it shows up in content]
  2. [Value 2]: [How it shows up in content]
  3. [Value 3]: [How it shows up in content]
  1. [Value 1]: [How it shows up in content]
  2. [Value 2]: [How it shows up in content]
  3. [Value 3]: [How it shows up in content]

What We Stand For

What We Stand For

  • [Position 1]
  • [Position 2]
  • [Position 3]
  • [Position 1]
  • [Position 2]
  • [Position 3]

What We Oppose

What We Oppose

  • [Opposition 1]
  • [Opposition 2]

---
  • [Opposition 1]
  • [Opposition 2]

---

Section 5: Messaging Framework

第五部分：信息传递框架

Goal: Create reusable messaging elements
目标： 创建可复用的信息元素

Questions to Answer:

需要回答的问题：

  1. Tagline/Positioning Statement:
    • How do you describe the brand in 10 words or less?
  2. Elevator Pitch (30 seconds):
    • Full explanation of what, for whom, and why
  3. Key Messages (3-5):
    • Core themes that appear across all content
    • What should every piece of content reinforce?
  4. Proof Points:
    • Credentials, stats, testimonials
    • Stories that demonstrate credibility
    • Results that build trust
  5. Content Themes:
    • Categories of content this brand creates
    • Topics that are always relevant
    • Topics that are off-limits
  1. 标语/定位声明：
    • 用10个字以内描述品牌
  2. 电梯演讲（30秒）：
    • 完整说明品牌的服务对象、内容和价值
  3. 核心信息（3-5个）：
    • 所有内容都需传递的核心主题
    • 每篇内容都应强化的观点
  4. 可信度支撑：
    • 资质、数据、客户证言
    • 体现可信度的故事
    • 建立信任的成果
  5. 内容主题：
    • 品牌创作的内容类别
    • 始终相关的话题
    • 禁止涉及的话题

Output Format:

输出格式：

markdown
undefined
markdown
undefined

Messaging Framework

Messaging Framework

Positioning

Positioning

Tagline: [10 words or less] Elevator Pitch: [30-second version]
Tagline: [10 words or less] Elevator Pitch: [30-second version]

Key Messages

Key Messages

  1. [Message 1]
  2. [Message 2]
  3. [Message 3]
  1. [Message 1]
  2. [Message 2]
  3. [Message 3]

Proof Points

Proof Points

  • Credentials: [Expertise, qualifications]
  • Stats: [Numbers that demonstrate value]
  • Testimonials: [Quotes from satisfied customers/readers]
  • Stories: [Signature stories to reference]
  • Credentials: [Expertise, qualifications]
  • Stats: [Numbers that demonstrate value]
  • Testimonials: [Quotes from satisfied customers/readers]
  • Stories: [Signature stories to reference]

Content Themes

Content Themes

Always Relevant:
  • [Theme 1]
  • [Theme 2]
  • [Theme 3]
Off-Limits:
  • [Topic 1 - why]
  • [Topic 2 - why]

---
Always Relevant:
  • [Theme 1]
  • [Theme 2]
  • [Theme 3]
Off-Limits:
  • [Topic 1 - why]
  • [Topic 2 - why]

---

Wizard Workflow

向导工作流

Step 1: Discovery Interview

步骤1：探索性访谈

Walk through each section's questions. Document answers as you go.
逐一完成每个部分的问题，记录答案

Step 2: Synthesize Answers

步骤2：整理答案

Convert raw answers into the output format for each section.
将原始答案转换为各部分的标准输出格式

Step 3: Review & Refine

步骤3：审核与优化

Present draft to user. Iterate until it feels right.
向用户提交草稿，迭代完善直至符合需求

Step 4: Save Document

步骤4：保存文档

Create file: 
brand-identity.md
in the vault root or designated location.
创建文件：
brand-identity.md
，保存至技能库根目录或指定位置

Step 5: Reference in Other Skills

步骤5：在其他技能中引用

Point content skills to this file:
  • In CLAUDE.md: "For brand voice, see brand-identity.md"
  • In individual skills: "Load voice/messaging from brand-identity.md"
指引内容类技能参考此文件：
  • 在CLAUDE.md中：“如需品牌语气参考，请查看brand-identity.md”
  • 在单个技能中：“从brand-identity.md加载语气/信息传递规范”

Output File Template

输出文件模板

markdown
undefined
markdown
undefined

Brand Identity: [Brand Name]

Brand Identity: [Brand Name]

Last updated: [Date]
Last updated: [Date]

Brand Persona

Brand Persona

[Section 1 content]
[Section 1 content]

Target Audience

Target Audience

[Section 2 content]
[Section 2 content]

Voice & Tone

Voice & Tone

[Section 3 content]
[Section 3 content]

Values & Mission

Values & Mission

[Section 4 content]
[Section 4 content]

Messaging Framework

Messaging Framework

[Section 5 content]
[Section 5 content]

Quick Reference

Quick Reference

For Newsletter Writers:
  • Voice: [Summary]
  • Audience: [Summary]
  • Key themes: [Summary]
For Podcast Production:
  • Interview style: [Summary]
  • Guest selection: [Summary]
  • Episode framing: [Summary]
For Social Media:
  • Platform personalities: [Any variations]
  • Hashtag strategy: [Overview]
  • Content pillars: [Summary]

---
For Newsletter Writers:
  • Voice: [Summary]
  • Audience: [Summary]
  • Key themes: [Summary]
For Podcast Production:
  • Interview style: [Summary]
  • Guest selection: [Summary]
  • Episode framing: [Summary]
For Social Media:
  • Platform personalities: [Any variations]
  • Hashtag strategy: [Overview]
  • Content pillars: [Summary]

---

Success Criteria

成功标准

A complete brand identity document:
✅ Persona feels like a real person - You can imagine them speaking ✅ Audience is specific - Not "everyone interested in X" ✅ Voice is distinctive - Couldn't be swapped with a competitor ✅ Values are actionable - Show up in actual content decisions ✅ Messaging is reusable - Other skills can reference it
一份合格的品牌标识文档需满足：
✅ 人设真实可感 - 你能想象出他说话的样子 ✅ 受众定位精准 - 而非“所有对X感兴趣的人” ✅ 语气风格独特 - 无法与竞争对手混淆 ✅ 价值观可落地 - 能指导实际内容决策 ✅ 信息可复用 - 其他技能可直接引用

Related Skills

相关技能

  • voice-analyzer - Create custom voice style from writing samples
  • voice-[style] - Individual voice implementations
  • anti-ai-writing - Ensure content matches brand voice authentically
A well-defined brand identity is the foundation for all consistent content. Define once, reference everywhere.
  • voice-analyzer - 从写作样本创建自定义语气风格
  • voice-[style] - 个性化语气实现工具
  • anti-ai-writing - 确保内容符合品牌真实调性
清晰的品牌标识是所有一致性内容创作的基础。一次定义，随处复用。