/ads dna — Brand DNA Extractor

> Extracts brand identity from a website and saves it as brand-profile.json > for use by /ads create, /ads generate, and /ads photoshoot.

Usage

bash
/ads dna <url>
/ads dna https://acme.com
/ads dna https://acme.com --quick

Arguments

| Flag | Type | Default | Description | |------|------|---------|-------------| | <url> | string | required | Website URL to analyze | | --quick | flag | false | Homepage only (skip secondary pages) |

Process

Step 1: Collect URL

If the user hasn't provided a URL, ask: > "What website URL should I analyze for brand DNA?"

Step 2: Fetch Pages

Fetch in this order:

1. Homepage (<url>)
2. About page — try <url>/about, then <url>/about-us, then <url>/our-story
3. Product/Services page — try <url>/product, then <url>/products, then <url>/services

If --quick flag was provided: fetch the homepage only.

Step 3: Extract Brand Elements

From the fetched HTML, extract:

Colors:

• og:image meta tag — analyze dominant colors
• CSS background-color on body, header, .hero, .btn-primary
• CSS color on h1, h2, .btn
• Identify: primary (most prominent), secondary, background, text

Typography:

• Google Fonts @import URLs — extract font names
• CSS font-family on h1, h2, body

Voice: Analyze hero headline, subheadline, About page intro, and CTA button text. Score each axis 1-10:

| Signal | Score direction | |--------|----------------| | Uses "you/your" frequently | formal_casual -> casual (+2) | | Uses technical jargon | expert_accessible -> expert (-2) | | Short punchy sentences (<=8 words) | bold_subtle -> bold (+2) | | Data/stats in hero | rational_emotional -> rational (-2) | | "Transform", "revolutionize" | traditional_innovative -> innovative (+2) | | Customer testimonials lead | rational_emotional -> emotional (+2) |

Imagery style (from og:image and hero images):

• Photography vs. illustration vs. flat design
• Subject matter (people, product, abstract, data)
• Composition style (clean/minimal vs. busy/editorial)

Forbidden elements (infer from brand positioning):

• Enterprise/B2B -> "cheesy stock photos", "consumer lifestyle imagery"
• Healthcare -> "unqualified medical claims", "before/after imagery"
• Finance -> "get rich quick imagery", "unrealistic wealth displays"

Step 4: Build brand-profile.json

json
{
  "schema_version": "1.0",
  "brand_name": "string",
  "website_url": "string",
  "extracted_at": "ISO-8601",
  "voice": {
    "formal_casual": 1-10,
    "rational_emotional": 1-10,
    "playful_serious": 1-10,
    "bold_subtle": 1-10,
    "traditional_innovative": 1-10,
    "expert_accessible": 1-10,
    "descriptors": ["adjective1", "adjective2", "adjective3"]
  },
  "colors": {
    "primary": "#hexcode or null",
    "secondary": ["#hex1", "#hex2"],
    "forbidden": ["#hex or color name"],
    "background": "#hexcode",
    "text": "#hexcode"
  },
  "typography": {
    "heading_font": "Font Name or null",
    "body_font": "Font Name or system-ui",
    "pairing_descriptor": "brief description"
  },
  "imagery": {
    "style": "professional photography | illustration | flat design | mixed",
    "subjects": ["subject1", "subject2"],
    "composition": "brief description",
    "forbidden": ["element1", "element2"]
  },
  "aesthetic": {
    "mood_keywords": ["keyword1", "keyword2", "keyword3"],
    "texture": "minimal | textured | mixed",
    "negative_space": "generous | moderate | dense"
  },
  "brand_values": ["value1", "value2", "value3"],
  "target_audience": {
    "age_range": "e.g. 25-45",
    "profession": "brief description",
    "pain_points": ["pain1", "pain2"],
    "aspirations": ["aspiration1", "aspiration2"]
  }
}

Step 5: Write brand-profile.json

Write to ./brand-profile.json in the current working directory.

Step 6: Confirm and Summarize

Brand DNA Summary:
  Brand: [brand_name]
  Voice: [descriptor 1], [descriptor 2], [descriptor 3]
  Primary Color: [hex]
  Typography: [heading_font] / [body_font]
  Target: [age_range] [profession]

Run `/ads create` to generate campaign concepts from this profile.

Limitations

• Sparse content: Sites with <200 words produce lower-confidence profiles
• Dynamic sites: JavaScript-rendered content may not be captured
• Multi-brand enterprises: Creates one profile per URL. Run separately for each brand
• Dark mode sites: If body background is #333 or darker, swap background/text values
• CSS-in-JS: Modern React sites may not have extractable CSS. Use og:image colors as fallback