Everything you need to build a brand and put it to work — in one cookbook.
Branding work has a way of scattering across a dozen half-finished documents: a positioning note here, a campaign idea there, posts written from scratch every week. The Branding & Identity Cookbook replaces that with a single, guided path — sixteen recipes and four specialist personas that take you from defining who you are, to planning how you’ll reach people, to producing what you publish.
Each step hands its work to the next, so the pieces line up on their own. By the end you have a brand profile, a campaign plan, and a content calendar that all speak with one voice — built in your own project, from one file you download and drop in.
CRAFT Cookbooks · Official
Branding & Identity Cookbook
A guided path from a blank brand to published content. Sixteen recipes and four specialist personas take you through brand foundation, campaign planning, and content execution — bundled in one file you drop into your project.
What this cookbook is
The Branding & Identity Cookbook is an Official CRAFT cookbook — a downloadable, self-contained collection of recipes bundled with the specialist personas that run them. It takes you through three stages in order: first you define who you are (brand foundation), then how you’ll reach people (campaign planning), then what you’ll publish (content execution). Each recipe hands its output to the next, so by the end you have a brand profile, a campaign plan, and a content calendar that all line up.
- 16 recipes, three stages. Seven brand-foundation recipes, five campaign-planning recipes, four content-execution recipes.
- Four specialist personas. Morgan (brand), Maggie (campaigns), and Quinn (content) lead the three stages; Paul (design) supports.
- One download. The whole cookbook is a single file — drop it into your project and CRAFT integrates it.
- Yours once downloaded. It lives in your own project files and keeps working even when CRAFT updates.
The three stages
1 · Brand Foundation — with Morgan
Seven recipes that turn a rough idea of your business into a clear, written brand profile — the foundation everything else reads from.
- Brand Context Initializer — gathers your business context and starts the shared brand profile the later recipes build on.
- Target Audience Analyzer — defines your audience segments (and who you’re not for).
- Pain Point Identifier — finds and ranks the problems your customers actually feel.
- Value Proposition Crafter — writes your unique value proposition in a few usable forms.
- Competitive Edge Definer — maps how you stand apart from the alternatives.
- Elevator Pitch Builder — produces short pitches for different moments (15 / 30 / 60 / 120 seconds).
- Brand Profile Synthesizer — pulls it all together into one brand profile and the messaging pillars the next stage uses.
2 · Campaign Planning — with Maggie
Five recipes that turn your brand profile into a structured campaign: phases, messages, content mix, channels, and a schedule.
- Campaign Architecture Designer — sets the campaign’s phase structure and shape.
- Messaging Matrix Builder — maps your messages to phases, audiences, and platforms, and produces a reusable message library.
- Content Pillar Planner — defines your content themes and the mix for each phase.
- Channel Strategy Developer — prioritizes the platforms worth your effort and gives each a playbook.
- Campaign Timeline Architect — lays the campaign out week by week with milestones.
3 · Content Execution — with Quinn
Four recipes that turn the plan into a publishing calendar and the posts to fill it — then close the loop with performance.
- Content Calendar Generator — builds the slot-by-slot publishing calendar from your campaign plan.
- Social Post Creator — writes platform-native posts from your message library.
- Blog Content Planner — plans blog pieces with an SEO framework and a cross-channel amplification plan.
- Content Performance Analyzer — reads your results and feeds them back into the next round of planning.
The personas you’ll work with
- Morgan — Strategic Brand Architect. Leads brand foundation; thinks in positioning and differentiation.
- Maggie — Strategic Campaign Architect. Leads campaign planning; turns brand into a structured plan.
- Quinn — Multi-Channel Content Strategist. Leads content execution; plans a cadence you can actually sustain.
- Paul — Design specialist. Supports the others when work needs a visual eye.
Good to know: these personas come inside the cookbook and are namespaced to it, so adding the cookbook never disturbs the personas already in your project.
Get the cookbook
Run this cookbook with your AI from a single attachment
Every recipe in this cookbook, packaged as one .txt file your AI can consume directly. Download and attach.
An Official Cookbook is one file. Download it (above), drop it into your project’s cookbooks/official/ folder, and tell CRAFT it’s there:
CRAFT reads the cookbook, registers its recipes and personas, and they’re ready to use. You can also just ask CRAFT to fetch it for you if you’d rather not download it by hand.
✓ You’ll know it worked when CRAFT confirms the Branding & Identity cookbook is integrated and can list its recipes and personas.
How to use it
Start at the beginning — the first recipe sets up the shared brand profile that every later recipe reads:
From there, work through the stages in order — foundation, then campaign, then content. Each stage builds on the one before it. Want the full walkthrough? See the tutorial: Run a full brand campaign with the Branding & Identity cookbook.
That’s the Branding & Identity Cookbook: sixteen recipes and four specialists, foundation to campaign to content, in one file you own. A good next step: download it and run the end-to-end tutorial.
Run this cookbook with your AI from a single attachment
Every recipe in this cookbook, packaged as one .txt file your AI can consume directly. Download and attach.
Then start your session
Once CRAFT is in your project folder, open a new Cowork session and ask Claude to initialize. For example:
You
Claude
Not familiar with Git? Download as a ZIP
No command line needed. Just download, move, and unzip:
- Open the CRAFT framework repo on GitHub.
- Click the green Code button, then choose Download ZIP.
- Move the downloaded ZIP into your Claude Cowork project folder.
- Unzip it: double-click on Mac, or right-click → Extract All on Windows.
