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Get Started Free →When the user wants to define, audit, or apply brand strategy—purpose, values, positioning, storytelling, voice, narrative (not only visuals). Also use when the user mentions "brand strategy," "brand story," "brand storytelling," "brand voice," "brand identity," "brand guidelines," "brand purpose," "brand values," "origin story," "brand narrative," "brand personality," "brand archetype," "slide deck branding," "PPT brand colors," or "document style guide." For typography, colors, design tokens,
.claude/skills/mkurman-branding/SKILL.md| Test case | Without → With | Effect | Δ tokens | Δ turns |
|---|---|---|---|---|
| case-01 | ✗→✓ | ▲ Improved | 13% | 0% |
| case-06 | ✗→✓ | ▲ Improved | 71% | 0% |
| case-10 | ✗→✓ | ▲ Improved | 49% | 0% |
| case-14 | ✗→✓ | ▲ Improved | 102% | 0% |
| case-15 | ✗→✓ | ▲ Improved | 66% | 0% |
--|---------| | Brand purpose | Why the brand exists beyond profit; one sentence | | Brand values | 4–5 core values; what you stand for; differentiators | | Target audience | Who you serve; ICP; jobs to be done | | Positioning | For customer] who need], our product] is a category] that benefit]. Unlike competitor], we differentiator] because reasons] | | Differentiation | Why you, not alternatives; concrete, not vague |
| Element | Content | |---------|---------| | Hero | Your customer; their needs, wants, context | | Problem | What they face; how they solve it now | | Inciting insight | Reframing that creates urgency | | Brand's role | Guide, tool, or partner—not hero; how you enable resolution | | Transformation | What better future looks like; proof (case studies, testimonials) |
| Archetype | Tone | Example | |-----------|------|---------| | Creator | Innovative, imaginative | Adobe | | Caregiver | Nurturing, supportive | Johnson & Johnson | | Ruler | Authoritative, premium | Mercedes-Benz | | Innocent | Simple, optimistic | Coca-Cola | | Sage | Wise, knowledgeable | Google | | Explorer | Adventurous, independent | Patagonia | | Outlaw | Rebellious, disruptive | Harley-Davidson | | Magician | Transformative, visionary | Disney | | Hero | Courageous, determined | Nike | | Lover | Passionate, sensual | Chanel | | Jester | Playful, fun | M&M's | | Everyman | Relatable, down-to-earth | IKEA |
Align archetype to customer personality; strengthens storytelling.
| Element | Definition | Example | |---------|------------|---------| | Voice | Brand personality; consistent across touchpoints | Professional / Friendly / Technical / Bold | | Tone | How you say it; adapts to context | Confident but not arrogant; helpful; concise | | Avoid | Buzzwords, terms to never use | "streamline," "revolutionize," "synergy" | | Preferred | Terms to use consistently | "audit" not "analysis"; "customer" not "user" |
Product marketing context Section 8: Document voice, tone, avoid, preferred terms. See project-context template.
| Element | Strategy | Implementation | |---------|----------|-----------------| | Colors | Primary, secondary, CTA; industry mapping | brand-visual-generator | | Typography | Display + body; hierarchy; pairing | brand-visual-generator | | Logo | Variants, clear space, minimum size | logo-generator | | Imagery | Tone, subject matter, visual mood | Brand guidelines | | Consistency | Same identity across web, social, product | All touchpoints |
For full visual specs (fonts, HEX, spacing), see brand-visual-generator. For logo placement and implementation, see logo-generator.
Single source of truth. Include:
When the user needs actionable specs (not only strategy)—for web, slides, or print—produce a token table the team can paste into a design system, media kit, or slide master. Align with brand-visual-generator for full web/CSS detail.
| Token category | What to document | Example fields | |----------------|------------------|----------------| | Colors | Named roles + values for light/dark if applicable | Primary #______, text primary #______, background #______, accent 1–3, CTA, border, error/success | | Typography | Family, weight, size scale, line-height | Display / H1–H3 / body / caption; web-safe or system fallbacks | | Spacing | Base unit and scale | e.g. 8px base; section gaps; logo clear space in em or px | | Non-text accents | Charts, shapes, dividers | Rotate accent colors; avoid arbitrary one-off hues outside palette |
Applying tokens across surfaces
If the user pastes an existing brand PDF or bullet list, extract and normalize into this token table before suggesting implementation.
| Case | Status | Duration (ms) | Turns | Tokens | Tool calls | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Without | With | Δ | Without | With | Δ | Without | With | Δ | Without | With | Δ | ||
case-01 | fail→pass | 36,755 | 32,211 | -12% | 1 | 1 | 0% | 6,222 | 7,017 | +13% | 0 | 0 | — |
case-02 | fail→fail | 31,192 | 33,797 | +8% | 1 | 1 | 0% | 4,660 | 7,101 | +52% | 0 | 0 | — |
case-03 | fail→fail | 36,324 | 32,636 | -10% | 1 | 1 | 0% | 6,079 | 7,178 | +18% | 0 | 0 | — |
case-04 | pass→pass | 12,669 | 13,857 | +9% | 1 | 1 | 0% | 1,985 | 3,910 | +97% | 0 | 0 | — |
case-05 | pass→pass | 12,371 | 13,539 | +9% | 1 | 1 | 0% | 1,893 | 3,697 | +95% | 0 | 0 | — |
case-06 | fail→pass | 16,517 | 22,174 | +34% | 1 | 1 | 0% | 2,541 | 4,338 | +71% | 0 | 0 | — |
case-07 | pass→pass | 11,107 | 10,378 | -7% | 1 | 1 | 0% | 1,669 | 3,293 | +97% | 0 | 0 | — |
case-08 | pass→pass | 5,488 | 5,631 | +3% | 1 | 1 | 0% | 925 | 2,510 | +171% | 0 | 0 | — |
case-09 | pass→pass | 13,364 | 14,455 | +8% | 1 | 1 | 0% | 2,032 | 3,849 | +89% | 0 | 0 | — |
case-10 | fail→pass | 15,170 | 13,264 | -13% | 1 | 1 | 0% | 2,742 | 4,099 | +49% | 0 | 0 | — |
case-11 | pass→pass | 17,467 | 14,703 | -16% | 1 | 1 | 0% | 2,883 | 4,138 | +44% | 0 | 0 | — |
case-12 | pass→pass | 30,306 | 18,256 | -40% | 1 | 1 | 0% | 2,826 | 4,872 | +72% | 0 | 0 | — |
case-13 | pass→pass | 26,286 | 20,694 | -21% | 1 | 1 | 0% | 4,255 | 5,163 | +21% | 0 | 0 | — |
case-14 | fail→pass | 9,923 | 6,004 | -39% | 1 | 1 | 0% | 1,285 | 2,596 | +102% | 0 | 0 | — |
case-15 | fail→pass | 9,804 | 6,187 | -37% | 1 | 1 | 0% | 1,673 | 2,775 | +66% | 0 | 0 | — |
case-16 | fail→pass | 12,260 | 7,650 | -38% | 1 | 1 | 0% | 1,735 | 2,957 | +70% | 0 | 0 | — |
case-17 | pass→pass | 7,196 | 3,639 | -49% | 1 | 1 | 0% | 1,077 | 2,229 | +107% | 0 | 0 | — |
case-18 | fail→pass | 11,471 | 5,625 | -51% | 1 | 1 | 0% | 1,626 | 2,529 | +56% | 0 | 0 | — |
case-19 | fail→pass | 13,375 | 23,752 | +78% | 1 | 1 | 0% | 1,987 | 4,264 | +115% | 0 | 0 | — |
case-20 | fail→fail | 31,279 | 32,294 | +3% | 1 | 1 | 0% | 6,176 | 7,915 | +28% | 0 | 0 | — |
case-21 | fail→fail | 22,494 | 27,057 | +20% | 1 | 1 | 0% | 4,774 | 7,428 | +56% | 0 | 0 | — |
case-22 | fail→fail | 11,419 | 8,596 | -25% | 1 | 1 | 0% | 2,051 | 3,307 | +61% | 0 | 0 | — |
DecimalAI ran this skill against gemini-3.6-flash twice over the same eval suite — once with the skill loaded and once without — and compared the two runs case by case. 22 cases were attempted. The headline lift of +36 percentage points is the difference between those two pass rates over the 22 comparable cases.
Without the skill loaded, the model failed this case. With it loaded, the same prompt on the same model passed. This is one improved case from the latest verified run; every case, including any that regressed, is in the table above.
Other measured skills in the registry, with their headline benchmark lift.