lemuriaOS
positioningmessagingb2bb2ccontent

Brand Identity System

Define the complete brand identity system — from personality and voice to visual direction and messaging framework — that translates positioning into a cohesive, executable brand.

Context

Use this after the brand name and positioning are locked. Brand identity bridges the gap between strategy ("what we stand for") and execution ("how we show up"). Without a defined identity system, every piece of content, every page, every email becomes an ad-hoc design decision — leading to inconsistency and diluted brand perception. This skill produces the rulebook that ensures the brand feels the same everywhere.

Procedure

  1. Extract the identity foundation from positioning. Review the positioning strategy, ICP, and naming rationale. Answer: What does this brand believe? What change does it champion? What emotion should people feel when they encounter it?

  2. Define brand personality.

    • Select a primary brand archetype (Creator, Explorer, Sage, Hero, Magician, Rebel, Everyman, Lover, Caregiver, Ruler, Jester, Innocent) and one secondary modifier.
    • List 5 personality traits (e.g., "bold but not aggressive", "precise but not cold").
    • Define the brand's relationship to the audience (mentor, ally, guide, challenger, companion).

  3. Build the messaging framework.

    • Core value proposition (one sentence)
    • 3-4 supporting value pillars with proof points
    • Elevator pitch (30-second version)
    • Boilerplate (company description for press, bios, footers)
    • Tagline options (2-3, derived from positioning)
    • Key differentiators vs. competitors

  4. Define brand voice.

    • Voice attributes: 4 dimensions with spectrum positioning (e.g., "Formal ←——●—→ Casual")
    • Tone variations by context: marketing site, support, social, sales, crisis
    • Vocabulary: words we use vs. words we never use
    • Writing rules: sentence length, jargon policy, pronoun usage, humor level
    • Do/Don't examples for 5 common scenarios (homepage hero, email subject, social post, error message, sales deck slide)

  5. Set visual identity direction.

    • Color palette: primary (1-2), secondary (2-3), neutral (2-3), accent (1). Include hex codes and accessibility contrast ratios.
    • Typography direction: heading style (serif/sans/display), body style, hierarchy rules. Suggest 2-3 font pairings.
    • Imagery style: photography (style, subjects, treatment), illustration (style, line weight, abstraction level), iconography (style, stroke/fill, grid).
    • Spatial principles: whitespace philosophy, density, layout rhythm.
    • Motion/animation principles (if applicable): speed, easing, purpose.

  6. Create the application guide. Show how the identity applies to 5-7 key touchpoints:

    • Website (hero section, navigation, CTA buttons)
    • Social media (profile, post templates, stories)
    • Email (header, signature, newsletter)
    • Presentation/pitch deck (title slide, content slide)
    • Documentation/reports Define what "on-brand" vs. "off-brand" looks like for each.

  7. Compile the brand book. Assemble all elements into a single reference document that any team member can use to create on-brand content.

Output Format

# Brand Identity System: [Brand Name]

## Identity Foundation
- **Brand belief:** [what the brand stands for]
- **Change championed:** [the shift we drive in the market]
- **Core emotion:** [how people should feel]

## Brand Personality
- **Primary archetype:** [archetype] — [why]
- **Secondary modifier:** [archetype] — [influence]
- **Personality traits:**
  1. [Trait] — but not [anti-trait]
  2. [Trait] — but not [anti-trait]
  3. [Trait] — but not [anti-trait]
  4. [Trait] — but not [anti-trait]
  5. [Trait] — but not [anti-trait]
- **Audience relationship:** [mentor / ally / guide / challenger / companion]

## Messaging Framework
### Value Proposition
[One sentence]

### Value Pillars
| Pillar | Description | Proof Point |
|--------|------------|-------------|
| [Pillar 1] | [description] | [evidence] |
| [Pillar 2] | [description] | [evidence] |
| [Pillar 3] | [description] | [evidence] |

### Elevator Pitch
[30-second version]

### Tagline Options
1. [tagline] — [rationale]
2. [tagline] — [rationale]

### Boilerplate
[Company description for press/bios/footers]

### Key Differentiators
| Us | Them (typical competitor) |
|----|--------------------------|
| [our approach] | [their approach] |

## Brand Voice

### Voice Dimensions
| Dimension | Position | Notes |
|-----------|----------|-------|
| Formal ←→ Casual | [●position] | [guidance] |
| Serious ←→ Playful | [●position] | [guidance] |
| Technical ←→ Simple | [●position] | [guidance] |
| Reserved ←→ Bold | [●position] | [guidance] |

### Tone by Context
| Context | Tone Shift | Example |
|---------|-----------|---------|
| Marketing site | [shift] | [example line] |
| Support/help | [shift] | [example line] |
| Social media | [shift] | [example line] |
| Sales outreach | [shift] | [example line] |
| Crisis/error | [shift] | [example line] |

### Vocabulary
- **Words we use:** [list]
- **Words we never use:** [list]

### Writing Rules
- Sentence length: [guidance]
- Jargon: [policy]
- Pronouns: [we/you/they rules]
- Humor: [level and type]

### Do/Don't Examples
| Scenario | ✅ Do | ❌ Don't |
|----------|-------|---------|
| Homepage hero | [example] | [example] |
| Email subject | [example] | [example] |
| Social post | [example] | [example] |
| Error message | [example] | [example] |
| Sales slide | [example] | [example] |

## Visual Identity Direction

### Color Palette
| Role | Color | Hex | Contrast (on white) | Usage |
|------|-------|-----|---------------------|-------|
| Primary | [name] | #[hex] | [ratio] | [usage] |
| Secondary | [name] | #[hex] | [ratio] | [usage] |
| Neutral | [name] | #[hex] | [ratio] | [usage] |
| Accent | [name] | #[hex] | [ratio] | [usage] |

### Typography
| Role | Font | Weight | Size Range | Usage |
|------|------|--------|-----------|-------|
| Heading | [font] | [weight] | [range] | [usage] |
| Body | [font] | [weight] | [range] | [usage] |
| Accent | [font] | [weight] | [range] | [usage] |

### Imagery Style
- **Photography:** [style description]
- **Illustration:** [style description]
- **Iconography:** [style description]

### Spatial Principles
- **Whitespace:** [philosophy]
- **Layout rhythm:** [guidance]
- **Density:** [guidance]

## Application Guide
### Website
- On-brand: [description]
- Off-brand: [description]

### Social Media
- On-brand: [description]
- Off-brand: [description]

### Email
- On-brand: [description]
- Off-brand: [description]

### Presentations
- On-brand: [description]
- Off-brand: [description]

QA Rubric (scored)

  • Positioning alignment (0-5): every identity element traces back to the brand positioning and naming rationale.
  • Actionability (0-5): voice guide and visual direction are specific enough to execute without further interpretation.
  • Distinctiveness (0-5): identity stands out from competitors — not generic or templated.
  • Consistency enablement (0-5): application guide covers enough touchpoints to prevent off-brand execution.

Examples (good/bad)

  • Good: "Brand personality: Magician (primary) + Sage (modifier). 'We make the invisible visible.' Voice: casual-professional, bold but not arrogant, technical but not jargony. Primary color: electric blue #2563EB (signal, clarity, technology). Do: 'Your site is invisible to AI. Let's fix that.' Don't: 'Leverage our synergistic solutions for optimal digital transformation.' Application: homepage hero uses short declarative sentences, one primary CTA, dark background with luminous accent elements."
  • Bad: "Brand personality: innovative, dynamic, customer-centric. Colors: blue and white. Voice: professional." (Generic, no strategic grounding, not actionable, could describe any tech company)

Variants

  • Rebrand variant: includes brand equity audit, migration plan, and before/after comparison.
  • Startup variant: minimal viable brand — personality, voice, colors, and one messaging framework. Skip detailed application guide until post-launch.
  • Sub-brand variant: identity system for a product within an existing brand architecture — defines relationship to parent brand.
  • Multi-market variant: identity adaptations for different cultural markets while maintaining core consistency.