p24-infra Docs

brand-definition

4 min read

Playbook — Brand Profile Definition

Trigger: A creative role (marketing-director, content-creator, designer, video-producer) reads [brand-repo]/brand/PROFILE.md and finds it missing or incomplete.

Required Fields Checklist

A brand profile is complete only when ALL of the following are defined:

  • brand_id — unique slug (e.g. radek-konarski, acme-logistics)
  • name — display name of the brand or person
  • positioning — one sentence: what the brand offers and to whom
  • voice / tone — 3–5 adjectives + 2–3 concrete rules (what to avoid)
  • content_pillars — minimum 3, maximum 10; each with ID, name, audience, priority
  • platform_presence — array of active platforms (only platforms actually in use)
  • per-platform rules — for each active platform: post structure, hashtag rules, cadence, length caps
  • hashtags — per-platform; if platform doesn’t use hashtags, mark as N/A
  • approval_workflow — how content gets approved before publishing
  • issue_repo — GitHub repo for handoff issues (content-brief, video-script-ready labels)
  • credential_refs — SOPS key names for each platform token (no values)
  • design_tokens — color palette minimum; typography if website/video work involved
  • heygen_config — required only if the brand produces HeyGen videos

Step-by-Step Definition Process

Step 1 — Gather source material

Before writing anything, collect:

  • Existing brand documents (bio, about page, positioning doc, deck)
  • ICP (ideal client profile) if defined
  • Any existing content (posts, videos, case studies) — read 5–10 to calibrate voice
  • Platform URLs and analytics if available

If the brand is new and has NO existing material → complete Step 2 first by interviewing the brand owner (create a GitHub issue in issue_repo with label brand-brief-needed and list the questions below, then wait for answers).

Step 2 — Answer the 7 brand foundation questions

If source material is missing or insufficient, ask the brand owner:

  1. Who are you and what do you do? (one sentence, practitioner perspective)
  2. Who is your ideal client/customer? (role, company size, geography, industry)
  3. What problem do you solve that others don’t? (specific, not “we’re different”)
  4. What makes you credible? (years, deployments, credentials, proof points)
  5. How do you sound? (3 adjectives for the voice; one example of what you’d NEVER say)
  6. What topics do you want to be known for? (3–5 content pillars, in plain English)
  7. Which platforms are you actually going to use? (be honest; better to do 1 well)

Step 3 — Draft the PROFILE.md

Create [brand-repo]/brand/PROFILE.md using the schema from this brand as reference: radekkonarski-personal-brand/brand/PROFILE.md

Fill in every required field. For fields where information is unavailable, write: [UNDEFINED — see questions in issue #X] and note which question covers it.

Step 4 — Define voice rules (mandatory)

Voice section must include:

  • 3 adjectives describing the tone (e.g. “direct”, “evidence-based”, “zero hype”)
  • 3 concrete rules for what to DO (e.g. “short sentences”, “practitioner proof first”)
  • 3 concrete rules for what NOT to DO (e.g. “no buzzwords”, “no ‘leverage’”, “no vague CTAs”)
  • 1 example of a good sentence in this voice
  • 1 example of a bad sentence this brand would never write

Step 5 — Define content pillars

For each pillar:

  • Give it a short ID (P01, P02…) and a name
  • State the audience (who reads this pillar’s content)
  • State the priority (Primary / High / Medium / Low)
  • Add 1–2 notes on what makes content in this pillar succeed

Minimum: 3 pillars. Maximum: 10. More than 10 means the brand lacks focus.

Step 6 — Define per-platform rules

For each active platform, specify:

  • Post/content structure (e.g. hook → body → CTA → hashtags)
  • Length (character or word limits)
  • Hashtag rules (count, approved set, pillar mapping)
  • Cadence (posts per week or month)
  • What to avoid (platform-specific anti-patterns)

LinkedIn, YouTube, TikTok, Instagram, and newsletter each have different rules. Do not assume rules from one platform apply to another.

Step 7 — Commit and PR

git add brand/PROFILE.md
git commit -m "feat: add brand/PROFILE.md — initial brand definition
 
Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>"
git push

Open a PR to main or dev depending on the repo branching model. Tag the brand owner for review before merging.

When a Field Is Disputed or Uncertain

  • Voice: if the brand owner disagrees with the draft voice — rewrite using their own words from an email/post/document, not your interpretation
  • Pillars: if the owner can’t prioritize — ask “which topic would attract your ideal client fastest?”
  • Hashtags: if unsure — research what the ICP follows on that platform; use those

Maintenance

Update PROFILE.md when:

  • Brand repositioning (new tagline, new positioning sentence)
  • New platform added or dropped
  • Hashtag set changed (include reason in commit message)
  • Voice drift noticed in content — re-read and re-anchor
  • New HeyGen avatar or voice clone created

Commit every change with a descriptive message explaining WHY it changed.

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