46-brand-guideline-global
Use when brand VISUAL rules have to be created or updated — brand personality, color system, typography, logo usage, imagery and visual tone, component rules, accessibility contrast, standard asset sizes, and file naming. It is the source document every design skill and the Brand Hub reads. Trigger on 'brand guideline', 'brand book', 'style guide', 'brand standards', 'our designs all look different', 'update the brand palette'. Also use when the user has a logo and nothing written down. Not for — how the brand SOUNDS in writing, see `35-brand-voice-global`; positioning and the message, see `58-positioning-global`; briefing one asset, see `42-image-brief-global`; scoring a design, see `47-design-review-global`.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/46-brand-guideline-global && cp -r /tmp/46-brand-guideline-global/skills/en/46-brand-guideline-global ~/.claude/skills/46-brand-guideline-globalSKILL.md
# Brand Guideline (Global) A brand guideline is not a beautiful document to archive — it is a daily working tool. A good one lets everyone produce on-brand work without asking the lead. This is the foundation document: every design skill (42-50) and the Brand Hub read from it. ## Information gathering Read `.agents/product-marketing-context-global.md`, the logo files, and any existing brand material. If information is missing, ask up to 4 questions: 1. **New or an update?** If an update: what changed recently (new logo, new palette, new tone)? 2. **Scope?** Digital only, print, or both — and which platforms must it cover (Meta, TikTok, LinkedIn, website, email, design tools)? 3. **Who uses it?** Designers only, or content and the wider team? 4. **What assets exist?** Logo files (SVG/PNG), confirmed color values, chosen fonts — send everything available. If colors or fonts are not settled, this skill will propose 2-3 directions with rationale. ## Principles 1. **A guideline is a living document** — update it whenever a brand decision changes, and stamp the last-updated date. 2. **Every rule states when to use it and when not to.** A rule without context gets ignored. 3. **Conflicts between the guideline and a brief go to the lead,** never resolved unilaterally. 4. **New designers read it before touching any asset.** 5. **Every exception is documented.** There are no silent exceptions. 6. **The guideline feeds the Brand Hub:** once approved, push this file into the Brand Hub (`34-ai-marketing-os-global`) so every role and agent reads one source. 7. **Accessibility is part of the brand, not an afterthought.** In the US and EU it is frequently a legal requirement, not a preference. ## Workflow ### 1. Lock the brand foundation Three precise adjectives plus three adjectives to avoid, and the feeling a viewer should have when they see the work. If positioning is not settled, read `09-customer-insight-global` and the existing positioning first. ### 2. Lock the color system and typography From the logo and the personality, set the palette (primary, secondary, background, text) and the fonts ([heading font], [body font], plus a fallback). Every color carries usage rules and a contrast check. ### 3. Define logo, visual style, and components Logo versions and don'ts; photography, icon, and background style; components (button, card, tag, divider) so every asset stays consistent. ### 4. Standardize sizes, naming, and file organization Asset size table by channel, naming convention, folder tree. Then set up the brand kit in the team's design tool. ## Output structure File name: `brand-guideline-[brand-name]-[YYYYMMDD].md`. Bracketed values are placeholders — fill them with the brand's real colors and fonts. The illustrative palette below is a neutral EXAMPLE only; replace it. ```markdown # Brand Guideline — [Brand name] Last updated: [date] | Owner: [name] | Version: [x.y] ## Part 1 — Brand foundation Brand personality: [Brand] is [three precise adjectives] — not [three adjectives to avoid]. (Example only: "Sharp, Practical, Empowering — not Corporate, Fluffy, Generic") Brand voice in visual work: - Seeing our design, a viewer should feel: [...] - A viewer should never feel: [...] ## Part 2 — Color system Primary palette: | Name | Hex | RGB | Use when | Do not use when | |------|-----|-----|----------|-----------------| | [primary color] | [hex] | [rgb] | Headings, CTAs, dominant grounds | Ground for long-form body text | | [secondary color] | [hex] | [rgb] | Accents, highlights, figures, icons | Large-area backgrounds | | [background color] | [hex] | [rgb] | White ground, cards, content areas | — | Secondary palette: | Name | Hex | Use when | |------|-----|----------| | [strong text color] | [hex] | Body text and headings on light grounds | | [muted text color] | [hex] | Subtext, captions, metadata | | [light background color] | [hex] | Light section grounds, cards, tags | | [gradient] | [primary] to [secondary] | Hero, CTA section, covers | (Illustrative example only — replace with the real brand values: primary navy #0F4C81, secondary amber #F2A104.) Approved combinations: - [primary color] ground + light text - Light ground + [primary color] heading + [secondary color] accent - Gradient [primary to secondary] + light text - [light background color] + [primary color] text Forbidden combinations: - [secondary color] as a large-area background - Light text on [light background color] (insufficient contrast) - Three or more dominant colors in one asset - Any color outside the palette without approval - Neon or oversaturated colors that break the brand tone ## Part 3 — Typography Primary fonts: [heading font] (headings) / [body font] (body). Fallback: [fallback font], sans-serif. | Style | Weight | Size range | Used for | |-------|--------|-----------|----------| | Display | Black 900 | 48-72px | Hero headline, large figures | | H1 | Bold 700 | 36-48px | Page or post headline | | H2 | Bold 700 | 24-32px | Section heading | | H3 | SemiBold 600 | 18-22px | Card heading | | Body | Regular 400 | 14-16px | Paragraphs | | Caption | Regular 400 | 11-13px | Metadata, timestamps | | CTA | Bold 700 | 14-16px | Button text | Typography don'ts: - No fonts outside [heading font] / [body font] / fallback - No ALL CAPS for long paragraphs - No justified text - No body text below 13px (print) or 14px (mobile) - One typeface family, many weights — do not mix families ## Part 4 — Logo usage | Version | Use when | File | |---------|----------|------| | Full logo (color) | Header, cover, first slide, landing page | SVG + PNG @2x | | Full logo (light/reversed) | On dark grounds or [primary color] | SVG + PNG @2x | | Icon only (color) | Watermark, favicon, story, avatar | SVG + PNG @2x | | Icon only (light) | Dark grounds, small sizes | SVG + PNG @2x | Rules: - Minimum clear space 16px on every side — never crop tight - Minimum width 80px (below that it loses definition) - Place on a light gro
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.