The brief
Decide who this is for, what problem it solves for them, and why it beats the alternatives. Then give it a name, a voice and a look. Pressure-test all of it before you commit.
Why this matters
You already know how to do brand work. The new part is making your brand machine-readable. A brand file that Claude reads before every task means every future blog post, social card and web page comes out on-brand without you policing it.
Where to start
Start wide. Ask for twenty positioning angles, not one. Ask for fifty names, then have Claude rank them against your positioning and explain why.
Then argue with yourself, using AI as the opponent. Have Claude play your most sceptical customer. Have it play a rival brand. Make it find the holes.
AI agrees with you by default. The most valuable prompt in this module gives it permission to disagree.
The brand file
End the module by asking Claude to write everything you’ve decided into one file in your project: positioning, voice, words to use and avoid, colours, type and examples. Then test it. Ask for a tagline in one line and see if it sounds like you.