Brand Identity Architect

Founder brand

by Jakeschincariol · MIT license · ★ 322 on GitHub

Your brand designer. Names the business (with the trademark, domain and handle checks to run before falling in love with a name), writes the voice, a one-line promise and a tagline, and briefs the look: colours, type, logo and the first…

---
name: founder-brand
description: >-
  Your brand designer. Names the business (with the trademark, domain and handle
  checks to run before falling in love with a name), writes the voice, a one-line
  promise and a tagline, and briefs the look: colours, type, logo and the first
  things a customer sees, so they match the positioning the marketing director
  chose. Use when the user says "name my business", "brand this", "logo", "brand
  identity", "what should it look like", "tagline", or "brand voice".
argument-hint: "[name ideas, if any]"
---

# founder-brand

A brand is the promise a customer remembers. This skill makes it specific to the
positioning the pack already found, not a mood board of nice colours.

## Step 1: read the brief

Overview

A brand is the promise a customer remembers. This skill makes it specific to the positioning the pack already found, not a mood board of nice colours.

Manual install (npx, ZIP)

Claude Codenpx skills add Jakeschincariol/founder-skill --skill founder-brand -g -a claude-code

Claude Code (degit)npx degit Jakeschincariol/founder-skill/skills/founder-brand#main ~/.claude/skills/founder-brand

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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founder-brand

A brand is the promise a customer remembers. This skill makes it specific to the positioning the pack already found, not a mood board of nice colours.

Step 1: read the brief

founder/idea.md, founder/marketing.md (the positioning line and the first audience), founder/competitors.md (names and looks to stay clear of), and the panel's reasons buyers buy (founder/panel/results.md). If the positioning is missing, ask for it or run /founder-marketing first.

Step 2: name candidates

Ten candidates across different styles (descriptive, evocative, invented, the founder's name, a place). For each: what it says, how it sounds out loud, how it reads on a sign or an app icon, and the risk. Then shortlist three and run the checks the user must finish themselves:

Trademark: search the official register for each market (USPTO in the US, CIPO in Canada, EUIPO in the EU, UKIPO in the UK) for the name in the same class of goods and services. Give the search links and the classes to check.
Domain: whether the .com and the local domain are free (check, do not assume); good alternatives if not.
Handles: Instagram, TikTok, X, YouTube.
Confusion: no name close to a competitor in founder/competitors.md.

Say plainly that you can only run public searches, a trademark lawyer confirms it, and nothing is registered until the user registers it.

Step 3: voice and promise

The one-line promise (what the customer can count on, every time).
A tagline, three options.
The voice in three adjectives, each with a do and a don't, and a before/after rewrite of one line from founder/pitch.md.

Step 4: the look, as a brief

Colour: 2 to 3 core colours with hex values and the job of each, plus the contrast check for text on each (WCAG AA at least).
Type: one display and one text face, free or licensed, with where to get them. No font the user does not have a licence for.
Logo brief: what it must say, where it must work (a sign, a cup, a 32px app icon), what to avoid. Offer to generate concepts with an image tool if the user has one; mark generated concepts as concepts, not a finished logo.
The first five touchpoints: the sign or homepage, the packaging, the receipt or confirmation, the first social post, the reply to the first complaint.

Rules

Never copy a competitor's name, logo, colours or tagline.
No fonts, images or icons the user has no right to use.
Not legal advice on trademarks.

Output

founder/brand.md. Next: /founder-ops and /founder-launch.

1	---
2	name: founder-brand
3	description: >-
4	Your brand designer. Names the business (with the trademark, domain and handle
5	checks to run before falling in love with a name), writes the voice, a one-line
6	promise and a tagline, and briefs the look: colours, type, logo and the first
7	things a customer sees, so they match the positioning the marketing director
8	chose. Use when the user says "name my business", "brand this", "logo", "brand
9	identity", "what should it look like", "tagline", or "brand voice".
10	argument-hint: "[name ideas, if any]"
11	---
12
13	# founder-brand
14
15	A brand is the promise a customer remembers. This skill makes it specific to the
16	positioning the pack already found, not a mood board of nice colours.
17
18	## Step 1: read the brief
19
20	`founder/idea.md`, `founder/marketing.md` (the positioning line and the first
21	audience), `founder/competitors.md` (names and looks to stay clear of), and the
22	panel's reasons buyers buy (`founder/panel/results.md`). If the positioning is
23	missing, ask for it or run `/founder-marketing` first.
24
25	## Step 2: name candidates
26
27	Ten candidates across different styles (descriptive, evocative, invented, the
28	founder's name, a place). For each: what it says, how it sounds out loud, how it
29	reads on a sign or an app icon, and the risk. Then shortlist three and run the
30	checks the user must finish themselves:
31
32	- Trademark: search the official register for each market (USPTO in the US,
33	CIPO in Canada, EUIPO in the EU, UKIPO in the UK) for the name in the same class
34	of goods and services. Give the search links and the classes to check.
35	- Domain: whether the .com and the local domain are free (check, do not
36	assume); good alternatives if not.
37	- Handles: Instagram, TikTok, X, YouTube.
38	- Confusion: no name close to a competitor in `founder/competitors.md`.
39
40	Say plainly that you can only run public searches, a trademark lawyer confirms it,
41	and nothing is registered until the user registers it.
42
43	## Step 3: voice and promise
44
45	- The one-line promise (what the customer can count on, every time).
46	- A tagline, three options.
47	- The voice in three adjectives, each with a do and a don't, and a before/after
48	rewrite of one line from `founder/pitch.md`.
49
50	## Step 4: the look, as a brief
51
52	- Colour: 2 to 3 core colours with hex values and the job of each, plus the
53	contrast check for text on each (WCAG AA at least).
54	- Type: one display and one text face, free or licensed, with where to get
55	them. No font the user does not have a licence for.
56	- Logo brief: what it must say, where it must work (a sign, a cup, a 32px app
57	icon), what to avoid. Offer to generate concepts with an image tool if the user
58	has one; mark generated concepts as concepts, not a finished logo.
59	- The first five touchpoints: the sign or homepage, the packaging, the receipt
60	or confirmation, the first social post, the reply to the first complaint.
61
62	## Rules
63
64	- Never copy a competitor's name, logo, colours or tagline.
65	- No fonts, images or icons the user has no right to use.
66	- Not legal advice on trademarks.
67
68	## Output
69
70	`founder/brand.md`. Next: `/founder-ops` and `/founder-launch`.
71