https://github.com/caiopizzol/brand.md
brand.md — an open standard for brand identity files. Like AGENTS.md for coding agents, brand.md gives AI tools your brand context.
https://github.com/caiopizzol/brand.md
ai brand brand-identity brand-strategy branding claude-code markdown open-standard plugin
Last synced: 9 days ago
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brand.md — an open standard for brand identity files. Like AGENTS.md for coding agents, brand.md gives AI tools your brand context.
- Host: GitHub
- URL: https://github.com/caiopizzol/brand.md
- Owner: caiopizzol
- License: mit
- Created: 2026-03-13T20:01:16.000Z (3 months ago)
- Default Branch: main
- Last Pushed: 2026-06-01T14:57:04.000Z (20 days ago)
- Last Synced: 2026-06-01T16:28:42.160Z (20 days ago)
- Topics: ai, brand, brand-identity, brand-strategy, branding, claude-code, markdown, open-standard, plugin
- Language: HTML
- Homepage: https://thebrand.md
- Size: 193 KB
- Stars: 11
- Watchers: 0
- Forks: 2
- Open Issues: 1
-
Metadata Files:
- Readme: README.md
- License: LICENSE
Awesome Lists containing this project
README
# brand.md
An open standard for brand identity files.
`brand.md` is a file that lives in your project root and tells AI tools how your brand looks, sounds, and behaves. Like `AGENTS.md` gives AI agents coding instructions, `brand.md` gives them brand context.
## Quick example
```markdown
---
name: "Acme"
tagline: "Build faster, break nothing"
version: 1
language: en
---
# Acme
## Strategy
### Overview
Acme is a deployment platform for teams that ship daily...
### Positioning
Category: Zero-downtime deployment infrastructure.
Not a CI/CD pipeline. Not a hosting provider. Not DevOps consulting...
### Personality
Archetype: The Reliable Engineer...
### Promise
Ship with confidence. Every time...
### Guardrails
If it sounds like marketing, rewrite it...
## Voice
### Identity
We are the infrastructure teams trust when downtime isn't an option...
### Tonal Rules
- Write like an engineer explaining to another engineer.
- Never use "revolutionary" or "game-changing."
- Calm confidence. Always.
| We Say | We Never Say |
|---|---|
| "Zero-downtime deploys" | "Seamless cloud solution" |
...
## Visual
### Colors
- Primary: #0F172A (deep navy) — headings, UI chrome
- Accent: #38BDF8 (sky blue) — CTAs, links, highlights
...
```
## Structure
```
brand.md
├── Frontmatter (name, tagline, version, language, type?, architecture?)
├── ## Strategy
│ ├── ### Overview
│ ├── ### Positioning
│ ├── ### Personality
│ ├── ### Promise
│ └── ### Guardrails
├── ## Voice
│ ├── ### Identity
│ ├── ### Tagline & Slogans
│ ├── ### Manifesto (optional)
│ ├── ### Message Pillars
│ ├── ### Phrases
│ ├── ### Social Bios (optional)
│ └── ### Tonal Rules
└── ## Visual
├── ### Colors
├── ### Typography
├── ### Photography (optional)
└── ### Style (optional)
```
## Hierarchy
Like `CLAUDE.md`, `brand.md` supports directory-based hierarchy. A master brand in the project root cascades down to product brands in subdirectories.
```
company/
├── brand.md ← master brand (Acme Corp)
├── cloud/
│ └── brand.md ← product brand (Acme Cloud)
└── analytics/
└── brand.md ← product brand (Acme Analytics)
```
Product brands are sparse — they only define sections where they diverge. Missing sections inherit from the parent. Guardrails always cascade down.
Four architecture types control how much a product inherits:
| Architecture | Coupling | Example |
|---|---|---|
| `branded-house` | Tightest | Google → Google Maps |
| `endorsed` | Parent visible | Marriott → Courtyard by Marriott |
| `sub-brand` | Shared DNA | Apple → iPhone |
| `independent` | Loosest | P&G → Tide |
See [spec/brand-md.md](spec/brand-md.md) for the full hierarchy specification.
## Generate one
### Install
Add the marketplace and install the plugin:
```
/plugin marketplace add thebrandmd/brand.md
/plugin install brand-md@brand-md
```
### Run it
```
/brand-md:brand
```
The skill researches your market, interviews you, and generates a complete `brand.md`.
### Or test locally
```bash
git clone https://github.com/thebrandmd/brand.md
claude --plugin-dir ./brand.md
```
Then run `/brand-md:brand` inside Claude Code.
## Spec
Full specification: [spec/brand-md.md](spec/brand-md.md)
## Why brand.md?
Every AI agent writing copy, generating social posts, designing pages, or creating marketing assets currently has **zero brand context**. You either paste brand guidelines into every prompt, or you get generic output.
`brand.md` fixes this. One file, one location, every tool reads it.
## License
MIT
## Contributors
