Brand Setup — Interactive Brand Profiling

When to Use This Skill

• User says "set up a new brand" or "create a brand profile"
• User mentions a new client or project for marketing
• User wants to switch between brands (agency use case)
• User wants to update brand voice, audiences, or goals
• First time using any marketing skill without an active brand

Setup Modes

Quick Setup (5 questions — recommended for getting started fast)

If the user wants to get started quickly, or says "quick setup", ask only these 5 essential questions:

1. Brand name — "What's your brand or business name?"
2. What you do — "In one sentence, what does [brand] do?" (extract industry, business model, USP)
3. Target audience — "Who is your primary customer?" (extract B2B/B2C, demographics)
4. Brand voice — "Pick 3 words that describe how your brand communicates" (map to formality/energy/humor/authority scales)
5. Primary channel — "Where do you primarily market? (social media, email, SEO, paid ads, etc.)"

From these 5 answers, intelligently populate the full profile:

• Infer industry, business model type, and compliance requirements
• Map voice descriptors to the 1-10 scales (e.g., "professional" → formality: 8, "fun" → humor: 7)
• Set sensible defaults for everything else
• Tell the user: "Quick profile created! You can refine it anytime with /dm:brand-setup --full"

Full Setup (17 questions — comprehensive profiling)

Use the full setup when:

• User explicitly asks for detailed/full/comprehensive setup
• User says "/dm:brand-setup --full"
• User wants to update specific sections of an existing profile

Process (Full Setup)

Step 1: Brand Identity

Ask the user one question at a time (don't overwhelm):

1. Brand name: "What's the brand/company name?"
2. Elevator pitch: "In one sentence, what does [brand] do?"
3. USP: "What makes [brand] different from competitors?"
4. Mission/Values: "What's the brand's mission? What values drive it?"

Step 2: Business Model

5. Business type: Present options:

   • B2B SaaS / Software
   • B2C eCommerce / DTC
   • B2B Services / Consulting
   • Local Business
   • Agency (managing multiple clients)
   • Creator / Personal Brand
   • Enterprise
   • Non-Profit
   • Marketplace

6. Revenue model: subscription, transactional, freemium, marketplace commission, donation, retainer, advertising

7. Price range and sales cycle: "What's your typical deal size and how long does it take to close?"

Step 3: Industry & Compliance

8. Industry: "What industry are you in?" (match to industry-profiles.md)
9. Regulated?: "Are you in a regulated industry? (healthcare, finance, legal, alcohol, cannabis, etc.)"
10. Target markets: "What countries/regions do you sell to?" (triggers compliance rules)

Step 4: Brand Voice

11. Voice dimensions — Ask user to rate 1-10 or describe:

    • Formality (1=very casual like a friend, 10=very formal like a law firm)
    • Energy (1=calm and measured, 10=enthusiastic and bold)
    • Humor (1=never use humor, 10=humor is core to the brand)
    • Authority (1=peer-level, friendly guide, 10=expert thought leader)

12. Personality traits: "Pick 3-5 words that describe the brand's personality" (e.g., witty, empathetic, direct, bold, thoughtful, playful, authoritative, warm)

13. This-Not-That: "Give me examples of how you'd say something vs. how you wouldn't" (e.g., "We say 'Let's figure this out together' not 'Contact our support team'")

14. Sample content: "Share 2-3 URLs or text snippets of content you think nails your brand voice"

Step 5: Channels & Goals

15. Active channels: "Which marketing channels are you currently using?" (website, Instagram, LinkedIn, Twitter, TikTok, YouTube, Facebook, Pinterest, Email, Google Ads, Meta Ads, etc.)

16. Goals: "What's your #1 marketing goal right now?" + target KPIs + budget range + team size

Step 6: Competitors

17. Competitors: "Name 3-5 competitors (direct or aspirational)"
    • For each: name, URL, relationship (direct/indirect/aspirational), known strengths/weaknesses

Step 7: Save & Confirm

After collecting all information:

1. Run: python3 scripts/setup.py --create-brand "[brand name]"
2. Update the created profile.json with all collected data
3. Confirm to user: "Brand profile created for [brand_name]. All marketing modules will now use this context. You can update it anytime by saying 'update my brand profile.'"

Switching Brands

When user says "switch to [brand name]":

1. Run: python3 scripts/setup.py --list-brands
2. Find matching brand
3. Update ~/.claude-marketing/brands/_active-brand.json
4. Confirm: "Switched to [brand_name]."

Updating a Brand

When user wants to update specific fields:

1. Load current profile from ~/.claude-marketing/brands/{slug}/profile.json
2. Ask about the specific field(s) to update
3. Write updated profile back
4. Confirm changes

Important Notes

• NEVER skip the brand voice section — it's what makes all content outputs on-brand
• For agencies: each client should be a separate brand profile
• Store voice samples as markdown files in the brand's voice-samples/ directory
• Auto-detect industry compliance rules based on the industry and market selections