Create a BRAND_GUIDELINES.md that defines how to communicate with your customer. Requires CUSTOMER.md to exist first. Covers voice, tone, language rules, messaging framework, and copy patterns.
Creates BRAND_GUIDELINES.md that defines your brand voice, tone, and messaging framework.
/plugin marketplace add doodledood/claude-code-plugins/plugin install solo-dev@claude-code-plugins-marketplaceCreate the BRAND_GUIDELINES.md document that defines HOW to communicate with your customer. This document drives all copy and messaging: app UI, marketing, support, emails, everything.
Prerequisite: CUSTOMER.md must exist. Brand guidelines without customer definition is just aesthetic preference. The voice must resonate with WHO you're talking to.
This skill supports both creating new brand guidelines and refining existing ones.
This skill guides you through: 0. Prerequisite Check - Verify CUSTOMER.md exists; stop if not
CRITICAL: Before anything else, check for CUSTOMER.md:
**/CUSTOMER.md in the current directory"I can't create brand guidelines without knowing WHO you're talking to.
Please create your CUSTOMER.md first using /define-customer.
Brand voice without customer definition is just aesthetic preference - it won't resonate with anyone specific."
Do NOT proceed. End the workflow here.
IMPORTANT - Pre-fill Recommendations: Use CUSTOMER.md to infer recommended options for all questions. Examples:
| If CUSTOMER.md says... | Recommend... |
|---|---|
| ICP values "speed", "efficiency", "no patience" | Direct communication, short copy |
| ICP is technical (developers, engineers) | Technical language okay, precision matters |
| ICP values "data", "statistics", "proof" | Data-driven persuasion style |
| Anti-persona is "purists" or "academics" | Avoid being preachy or condescending |
| ICP is "fun-seekers", "casual players" | More playful tone, casual formality |
| ICP is "executives", "professionals" | More formal, authoritative personality |
The goal: User should be able to accept all recommended defaults and get a solid brand guide. Only ask them to deviate where CUSTOMER.md doesn't provide clear signals.
Then check for existing BRAND_GUIDELINES.md:
header: "Existing Brand Guidelines Found"
question: "I found existing BRAND_GUIDELINES.md. What would you like to do?"
options:
- "Refine it - update based on new insights"
- "Start fresh - create new brand guidelines"
- "Review it - just read through what's there"
Use AskUserQuestion for all questions. Put the recommended option FIRST with "(Recommended)" suffix. Infer recommendations from CUSTOMER.md.
Question 1: Brand Personality
Infer from CUSTOMER.md:
header: "Brand Personality"
question: "If your brand was a person speaking to your customer, who would they be?"
options:
- "[Inferred from CUSTOMER.md] (Recommended)"
- "Authoritative expert - confident, definitive, data-driven"
- "Friendly mentor - approachable, helpful, encouraging"
- "Provocative challenger - bold, contrarian, challenges assumptions"
- "Calm professional - measured, trustworthy, understated"
- "Energetic enthusiast - excited, passionate, motivating"
- "Witty companion - clever, playful, personality-forward"
Question 2: Voice Dimensions
Infer each dimension from CUSTOMER.md. Put recommended first.
header: "Formality"
question: "How formal is your brand's voice?"
options:
- "[Inferred] (Recommended)" # e.g., "Casual" if ICP is blitz players
- "Very formal - professional, polished, no contractions"
- "Somewhat formal - professional but approachable"
- "Neutral - depends on context"
- "Casual - relaxed, contractions okay, conversational"
- "Very casual - informal, slang okay, like texting a friend"
Inference rules for formality:
header: "Tone Weight"
question: "How serious vs playful is your brand?"
options:
- "[Inferred] (Recommended)" # e.g., "Mostly serious" if data-driven
- "Very serious - no humor, all business"
- "Mostly serious - occasional lightness"
- "Balanced - serious when needed, light when appropriate"
- "Mostly playful - humor is part of the brand"
- "Very playful - fun and entertainment are core"
Inference rules for tone:
header: "Technical Level"
question: "How technical is your language?"
options:
- "[Inferred] (Recommended)"
- "Highly technical - jargon expected, precision matters"
- "Somewhat technical - domain terms with explanation"
- "Accessible - simple language, avoid jargon"
- "Very simple - anyone should understand"
Inference rules:
header: "Directness"
question: "How direct is your communication?"
options:
- "[Inferred] (Recommended)"
- "Very direct - commands, no hedging, get to the point"
- "Direct - clear and straightforward"
- "Balanced - direct but diplomatic"
- "Soft - suggestive, options-focused"
- "Very soft - gentle, lots of qualifiers"
Inference rules:
Question 3: Writing Style
header: "Copy Style"
question: "What does your ideal copy look like?"
options:
- "[Inferred options pre-selected] (Recommended)"
- "Short and punchy - minimal words, maximum impact"
- "Concise but complete - efficient, no fluff"
- "Conversational flow - natural, like talking"
- "Rich and detailed - thorough explanations"
multiSelect: true
Inference: If ICP values speed → "Short and punchy". If ICP is technical → "Concise but complete".
header: "Persuasion Style"
question: "How do you persuade?"
options:
- "[Inferred options pre-selected] (Recommended)"
- "Data and evidence - stats, proof, numbers"
- "Benefits and outcomes - what they'll achieve"
- "Emotional resonance - how they'll feel"
- "Social proof - others trust us"
- "Authority - we're the experts"
multiSelect: true
Inference: Match to "What the ICP Values" from CUSTOMER.md.
Question 4: Language Preferences
header: "Language Rules"
question: "Select your language preferences:"
options:
- "[Inferred bundle] (Recommended)" # Pre-select compatible options
- "Use contractions (we're, you'll, it's)"
- "Avoid contractions (we are, you will, it is)"
- "Emoji okay in appropriate contexts"
- "No emoji ever"
- "Exclamation marks okay (sparingly)"
- "No exclamation marks"
- "Industry jargon okay for our audience"
- "Avoid all jargon"
multiSelect: true
Default recommendation: "Use contractions" + "No emoji" + "Industry jargon okay" (professional but approachable)
Question 5: Anti-Patterns
header: "Voice Anti-Patterns"
question: "What should your brand NEVER sound like?"
options:
- "[Inferred from anti-personas] (Recommended)"
- "Corporate buzzwords (synergy, leverage, ideate)"
- "Overly salesy (ACT NOW! LIMITED TIME!)"
- "Condescending or preachy"
- "Wishy-washy or uncertain"
- "Generic AI-speak (I hope this helps!)"
- "Robotic or cold"
- "Overly casual or unprofessional"
- "Boring or dry"
multiSelect: true
Inference: Map anti-persona traits to voice anti-patterns. E.g., if anti-persona is "purists who debate principles" → recommend "Condescending or preachy".
Question 6: Core Value Propositions
header: "Value Props"
question: "What are the 2-3 main arguments/benefits your brand communicates?"
freeText: true
placeholder: "e.g., '1. Faster than alternatives 2. Data-driven decisions 3. Built for experts'"
Question 7: The Hook
header: "The Hook"
question: "What's the single most compelling thing you can say to grab attention?"
freeText: true
placeholder: "The one sentence that makes your ICP say 'tell me more'"
Question 8: Existing Copy (Optional)
header: "Examples"
question: "Do you have any existing copy you love or hate? (Paste examples or describe)"
freeText: true
placeholder: "Optional - helps calibrate the voice. e.g., 'I love Stripe's docs - clear, technical, no fluff'"
Question 9+: Gap-Filling
After core questions, verify you have clarity on:
Keep asking until confident.
Generate BRAND_GUIDELINES.md using this structure:
# [Product Name] Brand Guidelines
> **The Single Rule**: [One sentence that captures how every piece of copy should feel]
---
## Voice Identity
[One paragraph describing the brand's personality - who it would be if it were a person talking to the ICP]
### Voice Characteristics
| Characteristic | What This Means | Example |
|----------------|-----------------|---------|
| [Trait 1] | [How it manifests in copy] | "[Sample phrase]" |
| [Trait 2] | [How it manifests in copy] | "[Sample phrase]" |
| [Trait 3] | [How it manifests in copy] | "[Sample phrase]" |
### We Are / We Are NOT
| We Are... | We Are NOT... |
|-----------|---------------|
| [Positive trait] | [Opposite to avoid] |
| [Positive trait] | [Opposite to avoid] |
| [Positive trait] | [Opposite to avoid] |
| [Positive trait] | [Opposite to avoid] |
---
## Tone by Context
Voice is constant. Tone flexes based on context.
| Context | Tone Shift | Example |
|---------|------------|---------|
| **Marketing/Landing** | [How tone adjusts] | "[Sample]" |
| **In-App UI** | [How tone adjusts] | "[Sample]" |
| **Error Messages** | [How tone adjusts] | "[Sample]" |
| **Success States** | [How tone adjusts] | "[Sample]" |
| **Email/Notifications** | [How tone adjusts] | "[Sample]" |
| **Help/Support** | [How tone adjusts] | "[Sample]" |
---
## Language Rules
### USE These Words/Phrases
| Word/Phrase | When to Use | Instead of |
|-------------|-------------|------------|
| [Term] | [Context] | [Generic alternative] |
| [Term] | [Context] | [Generic alternative] |
| [Term] | [Context] | [Generic alternative] |
### AVOID These Words/Phrases
| Word/Phrase | Why | Use Instead |
|-------------|-----|-------------|
| [Term] | [Reason it's off-brand] | [Better alternative] |
| [Term] | [Reason it's off-brand] | [Better alternative] |
| [Term] | [Reason it's off-brand] | [Better alternative] |
### Product Terminology
| Term | Definition | Usage |
|------|------------|-------|
| [Product-specific term] | [What it means] | [How to use in copy] |
| [Product-specific term] | [What it means] | [How to use in copy] |
### Style Rules
- **Contractions**: [Yes/No/When]
- **Sentence length**: [Preference]
- **Paragraph length**: [Preference]
- **Emoji**: [Yes/No/When]
- **Exclamation marks**: [Yes/No/When]
- **Oxford comma**: [Yes/No]
- **Capitalization**: [Rules]
---
## Messaging Framework
### The Hook
> [The single most compelling sentence that grabs ICP attention]
### Core Value Propositions
**Value Prop 1: [Name]**
- **The claim**: [One sentence]
- **Why it matters to ICP**: [Connection to their pain/values from CUSTOMER.md]
- **Proof point**: [Evidence that supports this]
- **Sample copy**: "[Example headline or sentence]"
**Value Prop 2: [Name]**
- **The claim**: [One sentence]
- **Why it matters to ICP**: [Connection to their pain/values]
- **Proof point**: [Evidence]
- **Sample copy**: "[Example]"
**Value Prop 3: [Name]**
- **The claim**: [One sentence]
- **Why it matters to ICP**: [Connection to their pain/values]
- **Proof point**: [Evidence]
- **Sample copy**: "[Example]"
---
## Copy Patterns
### Headlines
- **Pattern**: [Structure - e.g., "Verb + Outcome" or "Question that implies problem"]
- **Length**: [Word count guideline]
- **Good examples**:
- "[Example 1]"
- "[Example 2]"
- **Bad examples**:
- "[What to avoid 1]"
- "[What to avoid 2]"
### Subheads
- **Pattern**: [Structure]
- **Length**: [Guideline]
- **Good examples**:
- "[Example]"
- **Bad examples**:
- "[What to avoid]"
### CTAs (Calls to Action)
- **Pattern**: [Structure - e.g., "Action verb + object" or "Benefit-focused"]
- **Good examples**:
- "[Example 1]"
- "[Example 2]"
- **Bad examples**:
- "[What to avoid]"
### Microcopy (Buttons, Labels, Tooltips)
- **Pattern**: [Structure]
- **Good examples**:
- "[Example]"
- **Bad examples**:
- "[What to avoid]"
### Error Messages
- **Tone**: [How to handle errors - apologetic? matter-of-fact? helpful?]
- **Pattern**: [Structure - e.g., "What happened + What to do"]
- **Good examples**:
- "[Example]"
- **Bad examples**:
- "[What to avoid]"
### Empty States
- **Tone**: [Encouraging? Instructive? Playful?]
- **Pattern**: [Structure]
- **Good examples**:
- "[Example]"
- **Bad examples**:
- "[What to avoid]"
---
## Transformations
Show how generic copy becomes on-brand copy.
| Before (Generic) | After (On-brand) | Why Better |
|------------------|------------------|------------|
| "[Generic copy]" | "[Brand copy]" | [What changed] |
| "[Generic copy]" | "[Brand copy]" | [What changed] |
| "[Generic copy]" | "[Brand copy]" | [What changed] |
---
## Quick Reference
**Voice in one sentence**: [Brand] sounds like [memorable analogy].
**Before writing, check**:
- [ ] Does this sound like [brand personality]?
- [ ] Would [ICP from CUSTOMER.md] respond to this?
- [ ] Am I using approved terminology?
- [ ] Is this the right tone for this context?
- [ ] Have I avoided all anti-patterns?
---
## Customer Context
> *Pulled from CUSTOMER.md for reference*
**Who we're talking to**: [ICP summary]
**Their main pain**: [Key pain point]
**What they value**: [Key values from CUSTOMER.md]
**What turns them off**: [Anti-persona traits to avoid triggering]
Write this file to the current working directory as BRAND_GUIDELINES.md.
After generating the initial document, test and refine:
Step 3.1: Sample Copy Test
Generate 3 sample pieces of copy using the brand guidelines:
Present to user:
header: "Sample Copy"
question: "Does this copy feel like your brand?"
[Display the samples]
options:
- "Yes - this nails the voice"
- "Close - minor adjustments needed"
- "Off - something's not right"
Step 3.2: Specific Feedback
If not "Yes":
header: "What's Off?"
question: "What needs adjustment?"
options:
- "Too formal / stiff"
- "Too casual / unprofessional"
- "Too playful / not serious enough"
- "Too serious / needs more personality"
- "Wrong word choices"
- "Doesn't sound like us"
- "Other - let me explain"
multiSelect: true
Step 3.3: Update and Iterate
Based on feedback:
Step 3.4: Completion Check
header: "Continue?"
question: "Want to refine more or test more samples?"
options:
- "Yes - generate more samples to test"
- "No - the brand guidelines are solid"
- "Almost - one more round should do it"
When user is satisfied:
---
## Version History
- **v1.0** - [Date] - Initial creation
## Usage
Reference this document for ALL copy:
- Marketing pages
- In-app UI text
- Email templates
- Error messages
- Help documentation
- Social media
- Sales materials
**The test**: Read your copy out loud. Does it sound like [brand personality]? If not, rewrite.
Write BRAND_GUIDELINES.md to the current working directory (or user-specified path).