/blog-brand

name: blog-brand
description: >
  Establish durable brand and voice context for cross-skill consumption.
  Generates BRAND.md (audience, positioning, do/don't editorial rules, taboo
  phrases, competitor differentiation) and VOICE.md (existing persona JSON
  re-expressed as readable prose), both written to the project root. When
  present, the blog orchestrator auto-loads these files for write, rewrite,
  brief, outline, calendar, and strategy workflows. Pairs with blog-persona, which manages the structured persona
  JSON. Use when user says "blog brand", "create brand context", "brand
  voice doc", "BRAND.md", "VOICE.md", "establish editorial brand",
  "brand guidelines for blog".
user-invokable: true
argument-hint: "[init|show|update]"
license: MIT

Blog Brand: Durable Editorial Context

Generates two project-root files that the blog orchestrator auto-loads for supported writing and planning commands when present:

• `BRAND.md`: who the audience is, what the brand stands for, what to never say
• `VOICE.md`: how the brand sounds, structurally and lexically

These are the editorial equivalent of impeccable's PRODUCT.md / DESIGN.md pattern: persistent context that survives across sessions and propagates to every command.

Why this exists

Today, persona JSON (from `blog-persona`) is loaded by some skills and not others. Topic-cluster context lives inside cluster vaults. Competitor positioning lives nowhere. Each blog command re-derives "what is the brand" from whatever context it has.

`BRAND.md` and `VOICE.md` fix this: one canonical source, loaded by the `blog` orchestrator at the start of every command.

When neither file exists, behavior is unchanged from v1.7.1. Backward compatible.

Commands

| Command | Purpose | |---|---| | `/blog brand init` | Interactive interview, writes BRAND.md and VOICE.md to project root | | `/blog brand show` | Display current contents (or report missing) | | `/blog brand update` | Re-run the interview with current values as defaults |

Init Workflow

Run the 5-step interactive interview. Ask each step, wait for response, then proceed. If `blog-persona` JSON already exists, pre-fill voice answers from it.

Step 1: Audience

Ask:

• **Primary audience role** (e.g. "head of marketing at a 50-500 person B2B SaaS")
• **Secondary audience** (optional)
• **Reader expertise level**: beginner / intermediate / advanced / mixed
• **Problems the reader is actively trying to solve** (3 to 5 bullets)
• **Common misconceptions the audience holds** (used to anchor information gain)

Step 2: Positioning and Canonical Entity

Ask:

• **Official entity name** (legal or public brand name)
• **Homepage URL** (canonical brand front door)
• **Logo URL or file path** (preferred square or SVG asset)
• **sameAs profiles** (LinkedIn, X, YouTube, Crunchbase, GitHub, or other official profiles)
• **Wikidata Q-ID** if one exists; leave blank if not notable
• **One-sentence brand mission** (what the brand helps people do)
• **Distinctive point of view** (the contrarian or non-obvious belief that shapes content)
• **What this brand is NOT** (anti-positioning, what to never be confused with)
• **Top 3 direct competitors** with the one-line differentiator vs each

Step 3: Editorial rules

Ask:

• **Do list** (3 to 7 things the blog will always do; e.g. "cite primary sources only," "name the practitioner not the product")
• **Don't list** (3 to 7 things the blog will never do; e.g. "no clickbait titles," "no listicle filler")
• **Taboo phrases** (specific words or phrases this brand never uses; separate

from the repository's optional project style list)

• **Required disclosures** (e.g. affiliate disclosure, AI-content disclosure, conflict-of-interest patterns)

Step 4: Topic boundaries

Ask:

• **Topics fully in scope** (core content pillars)
• **Topics partially in scope** (adjacent; covered only with original angle)
• **Topics out of scope** (will not cover; redirect to partner content)
• **Recurring formats / column names** if any (e.g. "Monthly Field Notes," "Reader Q&A")

Step 5: Voice (auto-fill from blog-persona if present)

Ask:

• **Pronoun stance**: first-person (we / I), second-person (you), third-person (the team), or mixed
• **Acceptable contractions**: full / partial / none
• **Sentence ceiling**: max words per sentence as a hard cap
• **Paragraph ceiling**: max words per paragraph (default 150)
• **Headline patterns to favor**: numbered / question / promise / statement
• **Headline patterns to avoid**: any patterns banned for this brand
• **Summary box label**: from blog-persona, or pick one

Output Files

BRAND.md template

Write to project root as:

# Brand Context

> This file is auto-loaded by all blog sub-skills. Last updated: YYYY-MM-DD.

## Audience

- **Primary**: [role + context]
- **Secondary**: [if any]
- **Expertise**: [level]
- **Active problems**:
  - [problem 1]
  - [problem 2]
  - [problem 3]
- **Common misconceptions**:
  - [misconception 1]
  - [misconception 2]

## Positioning

- **Official entity name**: [brand/entity]
- **Homepage**: [canonical URL]
- **Logo**: [URL or file path]
- **sameAs profiles**:
  - [profile URL 1]
  - [profile URL 2]
- **Wikidata Q-ID**: [QID or none]
- **Mission**: [one sentence]
- **Distinctive POV**: [contrarian or non-obvious belief]
- **What we are NOT**: [anti-positioning]
- **Competitors**:
  - [Competitor A]: [our one-line differentiator]
  - [Competitor B]: [our one-line differentiator]
  - [Competitor C]: [our one-line differentiator]

## Editorial Rules

### Always do
- [rule 1]
- [rule 2]
- [rule 3]

### Never do
- [rule 1]
- [rule 2]
- [rule 3]

### Taboo phrases
- [phrase 1]
- [phrase 2]

### Required disclosures
- [disclosure rule]

## Topic Scope

- **In scope**: [pillars]
- **Partial scope**: [adjacent topics]
- **Out of scope**: [topics to refuse]
- **Recurring formats**: [if any]

VOICE.md template

Write to project root as:

# Voice Con