Open Standard

Give AI tools your brand context.

A single file in your project root. Strategy, voice, and visual direction — readable by every AI tool.

Install Plugin See example
The Problem

Every AI agent writing copy, generating social posts, or designing pages has zero brand context. You paste guidelines into every prompt, or you get generic output.

Like AGENTS.md gives coding agents instructions, and llms.txt gives LLMs website context, brand.md gives any tool the brand context it needs to stay on-brand.

What it looks like
A complete brand in one file
Markdown with YAML frontmatter. Renders on GitHub. Any editor highlights it. Any AI tool reads it.
brand.md
--- name: "Acme" tagline: "Build faster, break nothing" version: 1 language: en --- # Acme ## Strategy ### Overview Acme is a deployment platform for teams that ship daily. Not a CI/CD pipeline. Not a hosting provider. Zero-downtime deployment infrastructure. ### Promise Ship with confidence. Every time. If it works locally, it works in production. ### Guardrails If it sounds like marketing, rewrite it. ## Voice ### 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" | | "Ships in seconds" | "Blazingly fast" | ## Visual ### Colors - Primary: #0F172A (deep navy) — headings, UI chrome - Accent: #38BDF8 (sky blue) — CTAs, links, highlights - Avoid: gradients, neon, anything that feels "startup-y"
Structure
Three layers
Each layer builds on the previous. Strategy informs Voice. Voice and Strategy inform Visual.
01
Strategy
Why the brand exists and where it stands. The foundation everything else builds on.
  • Overview
  • Positioning
  • Personality
  • Promise
  • Guardrails
02
Voice
How the brand speaks and writes. The most directly useful layer for AI tools generating content.
  • Identity
  • Tagline & Slogans
  • Message Pillars
  • Phrases
  • Tonal Rules
03
Visual
How the brand looks. Colors, typography, photography — everything text-describable.
  • Colors
  • Typography
  • Photography
  • Style
Generate one
Three commands
The Claude Code plugin researches your market, interviews you, and generates a complete brand.md.
01
Add marketplace
Add the brand.md marketplace to Claude Code.
/plugin marketplace add thebrandmd/brand.md
02
Install plugin
Install the brand-md plugin from the marketplace.
/plugin install brand-md@brand-md
03
Run it
The skill researches competitors, interviews you, and generates your brand.md.
/brand-md:brand
Specification
16 sections. 3 layers.
12 required, 4 optional. Read the full spec →
Frontmatter
nameBrand name as it should appear everywhererequired
taglinePrimary one-line brand signaturerequired
versionInteger, starts at 1required
languageen or pt-BRrequired
Strategy
OverviewWhat, origin, deep problem, transformationrequired
PositioningCategory, NOT-list, differentials, territoryrequired
PersonalityArchetype, attributes, IS / IS NOTrequired
PromiseCore promise, base message, synthesizing phraserequired
GuardrailsTone summary, boundaries, litmus testrequired
Voice
IdentityWho we are statement + essencerequired
Tagline & SlogansPrimary + alternatives + slogan optionsrequired
Manifesto8-12 paragraphs, poetic / declarativeoptional
Message Pillars4-6 themes with key statementsrequired
Phrases5-8 ownable one-linersrequired
Social BiosLinkedIn, Instagram, X, Websiteoptional
Tonal RulesRules + boundaries + We Say / Never Sayrequired
Visual
ColorsHex values + usage rules + avoidrequired
TypographyDisplay, body, mono fonts + usagerequired
PhotographyMood, subjects, avoidoptional
StyleDesign keywords, references, directionoptional