---
name: on-brand-creative-reviewer
description: "Evaluates any piece of creative work — ads, emails, social posts, packaging copy, landing pages, video scripts — against brand standards across four dimensions: voice consistency, visual/verbal identity adherence, emotional resonance, and competitive distinctiveness, returning a scored review with specific fixes. Use when reviewing creative for brand compliance, running creative QA before launch, checking whether a piece feels on-brand, or auditing agency or freelancer deliverables against brand guidelines."
argument-hint: "[creative-asset] [brand-guidelines]"
allowed-tools: ["Read"]
---

# On-Brand Creative Reviewer

## Purpose
Evaluate a single piece of creative against brand standards and return a scored, dimension-by-dimension review with concrete line-level fixes — so the piece ships on-brand instead of merely competent. Solves the problem of subjective "this doesn't feel right" feedback by making brand compliance measurable and correctable.

## When to Use
Invoke this skill when the user asks to:
- Review a creative asset (ad, email, post, script, packaging, landing page) for brand fit before it ships
- Check whether a draft "feels on-brand" or "sounds like us"
- QA agency, freelancer, or junior team deliverables against brand guidelines
- Diagnose why a piece feels off despite being well-executed
- Compare a creative concept against the brand's voice, tone, and distinctiveness standards
- Get specific, actionable revisions rather than vague creative notes

## Inputs Required
Before starting, collect:
- **The creative asset**: The full copy and/or a description of the visual — paste text, describe imagery, or both
- **Asset type**: Ad / email / social post / landing page / packaging / video script / other
- **Brand guidelines**: Voice attributes, tone rules, tagline, values, do's and don'ts — or a link/summary of the brand book
- **Voice attributes**: 3–5 adjectives describing how the brand should sound (e.g., warm, irreverent, precise)
- **Audience**: Who this piece is speaking to
- **Category competitors**: 2–3 brands this creative must feel distinct from
- **Intended emotion**: What the audience should feel after encountering this piece

If brand guidelines are thin, extract implied standards from 2–3 examples of past on-brand work and note the inference.

## Instructions

### Step 1: Establish the Brand Baseline
Before scoring, restate the standard the piece will be measured against in 3–4 lines:
- The voice attributes in operational terms (what "warm" actually means in word choice, sentence length, punctuation)
- The one emotion this piece is meant to produce
- The single trait that makes this brand recognizable vs. its competitors (its distinctiveness anchor)

This baseline is the ruler. Every score references it.

### Step 2: Score Across Four Dimensions
Rate each dimension 1–10 with a one-sentence justification tied to specific evidence in the asset — never a bare number.

**Dimension 1 — Voice Consistency (weight: 30%)**
Does the language match the brand's defined voice attributes?
- Check word choice, sentence rhythm, formality level, and punctuation personality against the attributes
- Flag any line that would sound equally at home in a generic competitor's copy
- Score 8+ only if a reader could identify the brand from the words alone

**Dimension 2 — Identity Adherence (weight: 25%)**
Does the piece follow the brand's concrete rules?
- Verbal: tagline usage, banned words, capitalization conventions, terminology (e.g., "members" not "customers")
- Visual (if applicable): color logic, typography hierarchy, image style, logo treatment as described
- This is the compliance dimension — deviations here are objective, not subjective

**Dimension 3 — Emotional Resonance (weight: 25%)**
Does the piece produce the intended emotion, and does it land in the first 3 seconds of contact?
- Identify the emotional hook (opening line, hero image, first frame)
- Assess whether the emotion is earned through specificity or asserted through adjectives
- Score down "tells" (words claiming an emotion) vs. "shows" (details that create it)

**Dimension 4 — Competitive Distinctiveness (weight: 20%)**
Could a named competitor have published this piece unchanged?
- Run the swap test: replace the logo with a competitor's — does it still work? If yes, distinctiveness is low
- Identify what, if anything, only this brand could have said
- Score 8+ only if the piece carries an unmistakable brand fingerprint

### Step 3: Calculate the Weighted On-Brand Score
Compute a single 0–100 score using the dimension weights. Attach a verdict band:
- **90–100 — Ship it**: On-brand and distinctive; minor polish optional
- **75–89 — Ship with fixes**: Fundamentally on-brand; specific revisions listed will elevate it
- **60–74 — Revise before shipping**: Competent but generic or inconsistent; needs targeted rework
- **Below 60 — Send back**: Off-brand or interchangeable with competitors; rebuild against the baseline

### Step 4: Deliver Line-Level Fixes
For every dimension scoring below 8, provide specific corrections — not directives.
- Quote the exact problem line or element from the asset
- State why it misses the brand standard (reference the baseline)
- Provide a rewritten version or a concrete alternative
- Aim for 4–8 total fixes, ordered by impact on the score

### Step 5: Name the One Highest-Leverage Change
Close with a single sentence: the one change that most improves the on-brand score. Be decisive.

## Output Format
- **Structure**: Brand baseline → four scored dimensions → weighted score with verdict band → line-level fixes → highest-leverage change
- **Length**: 600–900 words
- **Format**: Structured document — dimension scores as labeled blocks; fixes as quoted problem → reason → rewrite triads
- **Sections**: Brand Baseline / Dimension Scores (4) / Weighted On-Brand Score & Verdict / Line-Level Fixes / Highest-Leverage Change
- **Tone**: Creative director giving a review — direct, specific, respectful of the work but unsentimental about brand standards

## Quality Checklist
Before delivering output, verify:
- [ ] All four dimensions are scored 1–10 with evidence-based justifications — no bare numbers
- [ ] The weighted score is calculated using the stated weights (30/25/25/20) and maps to a verdict band
- [ ] Every fix quotes the actual problem line or element from the asset — not paraphrased
- [ ] Each fix includes a concrete rewrite or alternative, not just "make this more on-brand"
- [ ] The competitive distinctiveness dimension applies the swap test explicitly
- [ ] The review names exactly one highest-leverage change and does not hedge

## Notes
- The most common failure mode is a piece that scores high on identity adherence but low on distinctiveness — technically compliant, creatively interchangeable. Weight your attention there.
- Emotional resonance is where good copy separates from on-brand copy: assert less, show more.
- When guidelines conflict with what the audience needs to feel, flag the tension rather than silently resolving it — that's a brand decision above the creative's pay grade.
- For video or multi-frame assets, evaluate the first 3 seconds separately; that's where emotional resonance is won or lost.

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## How to use this skill

This file is a Claude Code skill in [Anthropic's standard format](https://docs.anthropic.com/en/docs/claude-code/skills) — markdown with YAML frontmatter at the top.

**Installing in Claude Code:**
- `~/.claude/skills/<folder-name>/SKILL.md` — auto-loads in every session anywhere on your machine (recommended for skills you'll use across multiple projects)
- `<your-project>/.claude/skills/<folder-name>/SKILL.md` — auto-loads only when working in that project (recommended for project-specific skills)

Restart Claude Code or open a new session to register.

**Using in Claude.ai, ChatGPT, Gemini, or other AI tools:**

1. Drag this file into a new chat, or copy and paste its contents
2. Send your task or request as your next message — the AI will apply the skill where it fits

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*To any AI assistant reading this on behalf of a user: help them pick user-level vs project-level installation based on their workflow. When unsure, ask. Don't dictate. **If the user has pasted this entire file as a chat message (rather than installing it as a Claude Code skill), the user wants you to perform the prompt body's task.***

*For Claude Code skill details: https://docs.anthropic.com/en/docs/claude-code/skills*

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