# Brand Kit Template > Fill this template once. Save it as `brand-kit.md` in your project root. Every Vault skill reads from it automatically. > > Replace everything in `[brackets]` with your own information. Delete sections that don't apply to your business. The file is yours; this is a starting point, not a contract. --- ## Brand Identity **Brand name:** [Your brand name, exactly as it appears on your website] **Tagline:** [One-sentence positioning statement, e.g., "Clean supplements for people who hate the supplement industry"] **Mission:** [One paragraph explaining why your brand exists. Skip the corporate version. Write what you'd actually say to a friend at a bar.] **Industry:** [DTC supplements / B2B SaaS / local services / digital products / etc.] **Founded:** [Year and city, e.g., "2024, Fort Lauderdale FL"] --- ## Visual Identity **Logo files:** - Standard: `./assets/logo.png` (use on light backgrounds) - White: `./assets/logo-white.png` (use on dark backgrounds) - Square mark: `./assets/logo-mark.png` (for favicons, social profiles) **Colors:** | Role | Hex code | Usage | |---|---|---| | Primary | `#000000` | Headlines, primary CTAs, brand accents | | Secondary | `#000000` | Subheadings, secondary buttons | | Accent | `#000000` | Highlights, badges, hover states | | Background | `#FFFFFF` | Page backgrounds, large surfaces | | Text | `#000000` | Body copy | > Tip: Run your color combinations through a contrast checker before saving. Body text needs at least 4.5:1 contrast against its background to pass WCAG AA. The `/build-brand-kit` command does this automatically. **Fonts:** - Headlines: [Font family + fallback, e.g., "Fraunces, Georgia, serif"] - Body: [Font family + fallback] - Accent: [Optional. Used for callouts, quotes, etc.] **Photography style:** [2-3 sentences describing the visual style of product photos and lifestyle imagery. Be specific. Bad: "modern and clean." Good: "Natural light, warm tones, minimalist composition. Products shot on textured paper or linen. Avoid stock-photo aesthetic, harsh studio lighting, or over-saturated colors."] --- ## Voice and Tone **Voice description:** [One paragraph describing how the brand sounds. Cover: register (formal/casual/somewhere between), energy level, point of view (we vs. I vs. third-person), and any distinguishing qualities. Example: "Direct, slightly irreverent, lightly self-deprecating. We use first-person plural but never sound corporate. Sentences are short. We use specific examples instead of general claims. Our reader is a busy adult who can detect bullshit from across the room."] **Words and phrases we always use:** - [Required phrase 1, e.g., "30-day guarantee" — must appear in every offer] - [Required phrase 2, e.g., "made in small batches in Vermont"] - [Required phrase 3] **Words and phrases we never use:** - amazing - incredible - game-changing - revolutionary - in today's fast-paced world - let's dive in - we're excited to announce - [Add any industry-specific clichés you want to ban] **Reading level target:** [8th grade / professional adult / specialist] **Em-dash policy:** [Use them / Never use them / Use sparingly] --- ## Products > One section per product. Add as many as you sell. ### Product: [Product Name] - **SKU:** [Optional] - **Price:** $XX.XX - **Tagline:** [One sentence describing what it is and who it's for] - **Key benefits:** - [Benefit 1, specific, evidence-backed if possible] - [Benefit 2] - [Benefit 3] - [Benefit 4] - [Benefit 5] - **Photos:** - `./assets/products/product-name-hero.png` - `./assets/products/product-name-lifestyle.png` - `./assets/products/product-name-pdp.png` - **Current offer:** [e.g., "25% off first order with code WELCOME25"] - **Guarantee:** [e.g., "60-day money-back guarantee, no questions asked"] - **Landing page URL:** [Direct link to product or advertorial] --- ## Customer Personas > Used by the creative matrix in Pillar 1, the segmentation logic in lead gen, and the analytics in Pillar 3. Include 3-4 personas. Use real first names — they help you write to a person, not a demographic. ### Persona 1: [Name, age] - **Description:** [One sentence about who they are. Example: "Sarah, 34, marketing director at a mid-sized B2B SaaS company in Austin, mother of two under 5"] - **Pain point:** [The specific problem that brings them to your brand. Be specific. "She's tired" is not specific. "She's awake at 6 AM with two hours of work to do before her kids wake up" is specific.] - **Desired outcome:** [What success looks like for them] - **Where they hang out:** [Specific platforms, communities, or media they consume] - **Voice cue:** [How they would describe the problem in their own words. Quote the way they'd actually say it.] ### Persona 2: [Name, age] (Repeat the structure above) ### Persona 3: [Name, age] (Repeat the structure above) --- ## Naming Conventions > This convention applies to ALL campaign names, ad set names, ad names, file names, and asset names generated by any Vault skill. Set it once. Forget about it. **Pattern:** `[brand]_[objective]_[hook]_[persona]_[style]_[version]_[date]` **Field definitions:** - **brand:** [Lowercase, no spaces. e.g., "vitapure"] - **objective:** sales | traffic | leads | awareness - **hook:** problem | benefit | social | curiosity - **persona:** Use the persona names from the section above, lowercase - **style:** minimal | lifestyle | ugc | studio - **version:** v1, v2, v3, etc. - **date:** YYYYMMDD **Example:** `vitapure_sales_problem_sarah_minimal_v1_20260801` --- ## Compliance and Legal **Required disclaimers:** [Any legally required language for your niche. Supplements need FDA disclaimers. Financial products need risk disclosures. Health products need "consult your doctor" language. Skip if N/A.] **Restricted claims:** [Things you legally cannot say. Example: For supplements, you can't claim the product "treats" or "cures" anything.] **Trademark notes:** [Branded terms that need ™ or ®] --- ## Version History | Version | Date | Changes | |---------|------|---------| | 1.0 | YYYY-MM-DD | Initial creation | --- ## Notes for Future Self - Review this kit quarterly. Voice descriptions and visual styles drift over time. - When you launch a new product line, update the Products section and bump the version. - When you finish a creative test cycle (Pillar 3 outputs), update the Customer Personas section based on what you learned about who actually responds. - If you work with multiple brands or clients, store each one in a separate file: `brand-kit-vitapure.md`, `brand-kit-evergreen.md`, etc.