gsp-brand-brief

Works two ways:

1. Routed — /gsp-start detects "new brand" intent and invokes this skill
2. Direct — user runs /gsp-brand-brief directly

This skill handles new brands only. For existing brands (evolve mode), /gsp-start routes to /gsp-brand-audit directly.

Input: Brand name (from args or asked) Output: .design/branding/{name}/ with BRIEF.md, STATE.md, config.json, ROADMAP.md Next: /gsp-brand-research

<questioning_principles> One decision per question. Every question must be its own AskUserQuestion call. Ask one thing, wait for the answer, use it to inform the next question.

Never re-ask what the user already answered. If you need to validate, confirm: "I see X from earlier — still accurate?"

Inference over interrogation. Don't ask what you can infer. "Fintech for Gen Z" → mobile-first, modern, trustworthy. State inferences, let them correct.

Concrete options over open-ended. "More like Stripe's clean approach or Duolingo's playful style?" beats "What style do you want?" Use AskUserQuestion with 2-3 options when the option space is known.

Adapt and skip. If an early answer reveals enough, skip later questions. Follow up on surprises before moving on. The sequence is a guide, not a script.

Know when you have enough. A brand brief is complete when you can answer:

• Who is this for and what do they need?
• What does the brand feel like?
• What are the hard constraints? </questioning_principles>

Check if a brand name was passed via invocation args. If not, ask:

1. Ask for brand name (kebab-case, e.g., "acme-corp") — AskUserQuestion

Validate: lowercase alphanumeric + hyphens only. Check .design/branding/{name}/ doesn't already exist. If it does, use AskUserQuestion: Overwrite / Pick a different name.

Accept an optional e2e flag from the invoking skill. Default to false.

Create directory structure:

mkdir -p .design/branding/{name}/{discover,strategy,identity,patterns}

Step 2: Business & People

Sequential AskUserQuestion calls. Ask one, wait, adapt, ask the next. Skip anything you can already infer.

2. What's the company name, and what industry/stage? (open-ended AskUserQuestion)
3. What problem does it solve, and for whom? (open-ended — use the answer to start inferring persona)
4. What's the business model? (use AskUserQuestion with options if you can infer likely models from industry, otherwise open-ended)
5. Who are the main competitors? (2-3 names — open-ended)
6. Present an inferred primary persona — a concrete profile (name, role, frustration, aspiration) based on answers so far. Personas should feel like real people — dig into the emotional layer. Use AskUserQuestion: Looks right / Adjust / Add a secondary persona

Step 3: Brand Essence

Before presenting personality options, internally synthesize promise (what should someone feel?) and point of view (what does this brand disagree with?) from prior answers. Don't ask these directly — use them to ground personality options.

7. Brand personality direction — use AskUserQuestion with 2-3 concrete personality directions. Each option must explain WHY it fits this brand's audience and problem — not just a style label:
   • Each option: Label (3 adjectives) / Description (why this personality fits their specific audience and competitive position — reference the persona by name, the problem, or the gap) / Preview (example sentence in that voice, using their product context)
   • Surprise me — craft an unexpected direction inspired by the user's industry and personas
   • Note: this is a high-level direction only. Brand strategy phase will deepen this into archetype + voice — don't over-refine here.
8. What should the brand NEVER feel like? (use AskUserQuestion with 2-3 anti-directions inferred from their personality pick, plus open-ended option)
9. Brands admired or styles to avoid? (open-ended AskUserQuestion)

Step 4: Constraints & confirmation

10. Any non-negotiables or constraints? (timeline, budget, must-haves) — open-ended AskUserQuestion
11. State your understanding back: "Here's what I'm hearing: [summary]." Use AskUserQuestion:
    • Looks good — "That's accurate, let's go"
    • Adjust something — "I want to change or add something"

If "Adjust" — ask what to change, update your understanding, re-confirm. Don't re-ask everything.

Step 5: Write artifacts

Read templates at write time from ${CLAUDE_SKILL_DIR}/../../templates/branding/ and write:

1. .design/branding/{name}/BRIEF.md from brief.md template

   • Populate all sections from conversation answers
   • Synthesize brand promise, POV, and personality (these are inferred, not asked directly)
   • Set brand_mode to new
   • Set evolve-only sections (Existing Brand State, Evolution Scope) to "N/A — new brand"

2. .design/branding/{name}/STATE.md from state.md template

   • Phase 0 (Audit): skipped
   • All other phases: pending

3. .design/branding/{name}/config.json from config.json template

   • Set brand.name, brand.created (ISO date)
   • Set brand_mode: "new"
   • Set e2e flag from Step 1

4. .design/branding/{name}/ROADMAP.md from roadmap.md template

Step 6: Route

Use AskUserQuestion — always offer Continue / Stop here / What happens next:

• Continue to research — "Start market and competitor research" → invoke /gsp-brand-research via Skill tool
• Stop here — "I'll come back later" → confirm files are saved, show how to resume with /gsp-start
• What happens next? — "Explain the research phase" → explain what brand-research does (market landscape, competitive audit, trend analysis, mood board direction) and how it uses the brief

If e2e: true, mention that after the full branding diamond completes, it will auto-transition to project setup.