Agent Skills

brand-ad-copy

Methodology-grounded brand building toolkit for Claude Code. Positioning, messaging, voice, visual identity powered by Dunford, Miller, Neumeier, and NN/g frameworks.

Installation
CLI
npx skills add https://github.com/jgerton/brand-toolkit --skill brand-ad-copy

Install this skill with the CLI and start using the SKILL.md workflow in your workspace.

Last updated 4/22/2026

Brand Toolkit

A Claude Code plugin for methodology-grounded brand building. Positioning, messaging, voice, visual identity, audit, and competitive analysis powered by proven expert frameworks.

Install

git clone https://github.com/jgerton/brand-toolkit.git ~/.claude/plugins/brand-toolkit

Works on Mac, Linux, and Windows (Git Bash / WSL). Open a new Claude Code session and run /brand-toolkit:start.

Windows PowerShell 
git clone https://github.com/jgerton/brand-toolkit.git $env:USERPROFILE\.claude\plugins\brand-toolkit
Windows Command Prompt 
git clone https://github.com/jgerton/brand-toolkit.git %USERPROFILE%\.claude\plugins\brand-toolkit
Verify it worked

Run the verify script for your terminal:

Terminal Command
Bash / WSL ~/.claude/plugins/brand-toolkit/scripts/verify-install.sh
PowerShell & "$env:USERPROFILE\.claude\plugins\brand-toolkit\scripts\verify-install.ps1"
Command Prompt %USERPROFILE%\.claude\plugins\brand-toolkit\scripts\verify-install.bat
Just want to try it once?

Clone anywhere and point Claude Code at it for one session:

git clone https://github.com/jgerton/brand-toolkit.git
claude --plugin-dir ./brand-toolkit

Nothing gets written to your system. Good for kicking the tires.

The Problem

Existing brand tools are siloed SaaS products that produce generic output. They don't adapt to your business type, can't integrate into a developer's workflow, and treat branding as a fill-in-the-blank exercise.

Brand Toolkit composes proven expert frameworks into Claude Code skills that share state via a smart manifest, adapt to your knowledge level, and produce distinctive, specific output.

Frameworks

Area Framework Expert
Positioning 5-component positioning April Dunford
Differentiation Onlyness test Marty Neumeier
Messaging 7-element BrandScript Donald Miller
Voice 4 voice dimensions Nielsen Norman Group
Personality Brand personality model David Aaker
Visual Stylescapes methodology Chris Do

Skills

Core Workflow

Skill What it does
start Detects your context, finds or creates your brand brief, routes you to the right skill
brand-positioning Dunford's 5-component framework + Neumeier's Onlyness test. Research-assisted discovery for users without market knowledge
brand-messaging Miller's StoryBrand BrandScript. Customer as hero, brand as guide. Produces tagline and trueline
brand-voice NN/g voice dimensions + Aaker personality + Jung archetypes. Produces on-brand vs off-brand examples
brand-visual-identity Chris Do's Stylescapes. 3 contrasting visual directions with color, typography, and imagery rationale
brand-audit Scans codebases and websites for existing brand assets. Scores intentionality, consistency, and quality

Intelligence

Skill What it does
brand-competitor-scan Analyzes competitors through all framework lenses. Identifies positioning white space
brand-radar Passive intelligence capture. Log competitors and inspiration with brand-lens analysis

Execution

Skill What it does
brand-landing-page Conversion-focused page design from your full brand brief
brand-ad-copy Platform-specific copy (Google Ads, social, email) with voice consistency

Commands

Command What it does
brand-sync Sync your brand brief between project directory and vault

How It Works

Smart Manifest (brand-brief.md)

Every skill reads from and writes to a single brand-brief.md file with YAML frontmatter. This is the connective tissue between skills.

seed -> positioning -> messaging -> voice -> visual -> launch -> growth

Skills warn when prerequisites are incomplete but never block you. Downstream skills flag confidence: "This messaging is built on assumed positioning."

Confidence Tracking

Each positioning component is scored independently:

  • validated: backed by real customer data
  • researched: backed by desk research
  • assumed: educated guess, needs validation

Adaptive Interactivity

Skills assess how much context you provide and choose guided or fast mode automatically. You always get transparency about why and can override.

Anti-Slop by Design

Every skill runs output through checks:

  • Swap test: could a competitor claim this?
  • Specificity test: any banned generic words ("innovative", "cutting-edge")?
  • Differentiation test: is value tied to specific unique attributes?
  • Business-type test: would this work for both a lawn care company and a SaaS? If yes, too generic.

Three User Journeys

  1. New idea, no brand assets: Start routes you to positioning (or market research if you need validation first)
  2. Existing business, scattered assets: Start routes you to brand-audit to discover what you have
  3. Established brand, needs refresh: Start detects your existing brief and recommends next actions

Works With

Brand Toolkit has soft dependencies on these skills from claude-skills (works without them, better with them):

Community

Building more tools like this in the open. Come build with us:

License

MIT