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brand-intake

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Original

English
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Translation

Chinese

Brand Intake

品牌接入流程

This does two things in sequence:
  1. Interviews the user to collect essential seed information about the brand
  2. Researches the brand using that information to build a comprehensive brand context document
The output is a structured markdown file (
brand-context.md
) that all downstream modules — Creative Strategy Engine, Hook Writing, Creative Mechanics — can reference as the foundational context layer.
该工具会依次完成两项工作：
  1. 访谈用户，收集品牌的核心初始信息
  2. 调研：利用收集到的信息开展品牌调研，构建全面的品牌上下文文档
输出结果为结构化的markdown文件（
brand-context.md
），所有下游模块——创意策略引擎、钩子文案撰写、创意机制设计——均可将其作为基础上下文层参考。

PHASE 1: INTAKE INTERVIEW

第一阶段：接入访谈

Before researching anything, ask the user the following questions. Ask them all at once in a single message — do not drip them one by one. Group them clearly so the user can answer quickly.
在开展任何调研之前，向用户询问以下问题。需一次性将所有问题在一条消息中提出——不要逐个提问。清晰分组以便用户快速作答。

Questions to Ask

待问问题

Brand basics:
  1. What's the brand name?
  2. What's the brand website URL?
  3. What product(s) are you running paid ads for? If multiple, list them. If all, say "all".
  4. Is there a specific product or product line you want this context document to focus on, or should it cover the full brand?
What you already know: 4. What do you know about this brand and its audience that is important to use in your workflow? (e.g. Age, gender, lifestyle, pain points, values.) 5. Do you know who their main competitors are? 6. Are there any brand constraints you're already aware of? (e.g., can't make health claims, family-friendly tone, sensitive topic, regulated category)
Creative context: 7. Do you have any existing creative or messaging you've already seen from this brand that you want to keep in mind?
品牌基础信息：
  1. 品牌名称是什么？
  2. 品牌官网URL是什么？
  3. 你要为哪些产品投放付费广告？如果是多个产品，请列出；如果是全部产品，请说明“全部”。
  4. 此上下文文档需要聚焦特定产品或产品线，还是覆盖整个品牌？
已知信息： 4. 关于该品牌及其受众，你有哪些重要信息需要在工作流中参考？（例如：年龄、性别、生活方式、痛点、价值观。） 5. 你知道该品牌的主要竞争对手有哪些吗？ 6. 你是否已知任何品牌约束条件？（例如：不能做出健康声明、需采用家庭友好型语气、涉及敏感话题、属于受监管品类）
创意背景： 7. 你是否见过该品牌已有的创意内容或宣传话术，需要在后续工作中重点关注？

After the User Answers

用户作答后

Once you have their answers, confirm before proceeding:
"Got it — I'll use this as my starting point and go research the rest. I'll come back with a full brand context doc. Give me a moment."
Then proceed to Phase 2.
收到用户的回答后，在继续下一步前先确认：
“明白了——我会以此为起点完成剩余调研，之后会提交完整的品牌上下文文档。请稍等片刻。”
随后进入第二阶段。

PHASE 2: RESEARCH

第二阶段：调研

Using the brand name and URL provided, conduct web research to fill out the full brand context document. Use the 
web_search
and 
web_fetch
tools.
利用用户提供的品牌名称和URL，通过
web_search
和
web_fetch
工具开展网络调研，完善品牌上下文文档。

Research Checklist

调研清单

Work through each of these areas. For each one, gather what you can from the brand's website, ad library, reviews, press, and competitor sites.
逐一完成以下各领域的调研。针对每个领域，从品牌官网、广告库、用户评价、新闻报道及竞品网站中收集相关信息。

1. Brand Story & Origin

1. 品牌故事与起源

  • How did the brand start? What problem did the founder set out to solve?
  • Is there a founder story or mission that drives the brand's identity?
  • How long have they been around? Are they a startup, scaling, or established?
Research approach: Fetch the About page. Search "[brand name] founder story" and "[brand name] how it started."
  • 品牌如何创立？创始人最初想要解决什么问题？
  • 是否有驱动品牌定位的创始人故事或品牌使命？
  • 品牌成立多久了？是初创品牌、成长期品牌还是成熟品牌？
调研方法： 获取品牌官网的“关于我们”页面。搜索“[品牌名] 创始人故事”和“[品牌名] 创立历程”。

2. Full Product Catalog

2. 完整产品目录

  • What products do they sell?
  • What are the key SKUs or product lines?
  • How are products differentiated from each other (size, use case, formulation, audience)?
  • What is the hero product or primary revenue driver (if identifiable)?
  • Does the brand offer any bundles?
Research approach: Fetch the product/shop pages. Look at site navigation.
  • 品牌销售哪些产品？
  • 核心SKU或产品线有哪些？
  • 各产品之间有哪些差异化点（尺寸、使用场景、配方、目标受众）？
  • 核心产品或主要营收驱动产品是什么（如可识别）？
  • 品牌是否提供产品套装？
调研方法： 获取品牌官网的产品/商城页面，查看网站导航栏。

3. Product Differentiation & Unique Mechanism

3. 产品差异化与独特机制

  • What makes their product(s) different from alternatives?
  • Is there a proprietary ingredient, format, technology, or method?
  • How do they explain their point of difference on their website?
  • What claims do they make and how do they support them?
Research approach: Fetch product detail pages and any "How it works" or FAQ pages. Look for any clinical claims, certifications, or patent language.
  • 该品牌的产品与同类产品相比有何不同？
  • 是否有独家成分、特殊形态、专有技术或独特方法？
  • 品牌在官网上如何阐述自身的差异化优势？
  • 品牌做出了哪些声明，且如何支撑这些声明？
调研方法： 获取产品详情页及任何“工作原理”或FAQ页面。查找临床声明、认证或专利相关表述。

4. Competitors

4. 竞争对手

  • Who are the 3–5 closest competitors?
  • How do competitors position themselves vs. this brand?
  • What does this brand do that competitors don't (or vice versa)?
Research approach: Search "[brand name] vs [competitor]", "[product category] alternatives", and "[brand name] competitors." Also check if the brand calls out competitors directly in their messaging.
  • 最直接的3-5个竞争对手是谁？
  • 各竞争对手的品牌定位与该品牌相比有何不同？
  • 该品牌有哪些竞争对手不具备的优势（或反之）？
调研方法： 搜索“[品牌名] vs [竞品名]”“[产品品类] 替代品牌”和“[品牌名] 竞争对手”。同时查看品牌在宣传话术是否直接提及竞争对手。

5. The Alternative Solution

5. 替代解决方案

  • What was the customer doing BEFORE this product existed?
  • What is the "old way" this product replaces or improves upon?
  • This is not always a direct competitor — sometimes it's a behavior, DIY approach, or doing nothing.
Research approach: Look at reviews, the brand's own problem-framing language, and any "vs. traditional methods" content.
  • 在该产品出现之前，目标客户是如何解决相关需求的？
  • 该产品替代或改进了哪些“传统方式”？
  • 这不一定是直接竞争对手——有时可能是一种行为、DIY方法，或是不采取任何行动。
调研方法： 查看用户评价、品牌自身的问题描述话术，以及任何“与传统方式对比”的内容。

6. Core Audience(s)

6. 核心受众

  • Who is the primary audience this brand speaks to on their website and in ads?
  • Are there distinct secondary audiences?
  • What signals point to who they're targeting? (Imagery, language, pain points surfaced, price point, lifestyle cues)
  • Combine what the user told you in Phase 1 with what you find in research.
Research approach: Analyze homepage copy, ad creative (Meta Ad Library if accessible), product page language, and review language.
  • 品牌在官网和广告中主要面向哪些受众群体？
  • 是否有明确的次要受众群体？
  • 有哪些信号指向品牌的目标受众？（图片素材、语言风格、突出的痛点、价格定位、生活方式线索）
  • 将第一阶段用户提供的信息与调研发现相结合。
调研方法： 分析首页文案、广告创意（若可访问Meta广告库）、产品页面话术及用户评价语言。

7. Brand Voice & Tone

7. 品牌语气与语调

  • How does this brand communicate? (Clinical? Warm? Witty? Direct? Community-driven?)
  • What adjectives describe their copy style?
  • Are there notable patterns — vocabulary they use, things they avoid, emotional register?
  • Does voice shift between product types or audiences?
Research approach: Read website copy closely. Look for patterns in headlines, CTAs, email popups, FAQ answers.
  • 品牌的沟通风格是怎样的？（专业严谨？温暖亲切？诙谐幽默？直接直白？社群导向？）
  • 用哪些形容词可以描述品牌的文案风格？
  • 是否有明显的规律——常用词汇、规避内容、情感基调？
  • 针对不同产品或受众，品牌语气是否会有所变化？
调研方法： 仔细阅读官网文案，查找标题、CTA、弹窗广告、FAQ回答中的规律。

8. Inferred Creative Constraints

8. 推断的创意约束条件

Based on everything you've found, identify likely constraints that would affect ad creative. Think about:
  • Category sensitivities (health claims, before/after restrictions, regulated ingredients)
  • Audience constraints (if audience includes older demographics, religious communities, parents, etc.)
  • Platform norms (if brand is in a category with known Meta/TikTok ad restrictions)
  • Tone constraints (brands that are buttoned-up, family-safe, or community-led often have limits on edginess or provocation)
  • Price point constraints (high-AOV brands often can't do price-shock tactics; budget brands can't lean on premium positioning)
Label each constraint as confirmed (explicitly stated somewhere) or inferred (reasonable assumption based on category/signals).
基于所有调研发现，识别可能影响广告创意的约束条件。需考虑：
  • 品类敏感性（健康声明、前后对比限制、受监管成分）
  • 受众约束（若受众包含老年群体、宗教社群、父母群体等）
  • 平台规范（若品牌所属品类在Meta/TikTok等平台有已知广告限制）
  • 语气约束（风格严谨、家庭友好或社群导向的品牌通常对尖锐或挑衅性内容有限制）
  • 价格定位约束（高客单价品牌通常不适合采用价格冲击策略；平价品牌无法主打高端定位）
将每个约束条件标记为已确认（在某处有明确说明）或推断（基于品类/信号做出的合理假设）。

9. Must-Know Strategic Context

9. 必备战略背景信息

Anything else that a creative strategist needs to know before writing a single hook. This might include:
  • Unusual purchase behavior (subscription vs. one-time, bundle-heavy, etc.)
  • Seasonal relevance
  • Strong community or UGC presence
  • Noteworthy press or cultural moments
  • Anything the user flagged in Phase 1 that needs to be incorporated
创意策略师在撰写任何钩子文案之前需要了解的其他信息。可能包括：
  • 特殊购买行为（订阅制 vs 一次性购买、套装销售为主等）
  • 季节性相关性
  • 活跃的社群或UGC内容生态
  • 值得关注的新闻报道或文化事件
  • 第一阶段用户指出的需要纳入的信息

PHASE 3: BUILD THE CONTEXT DOCUMENT

第三阶段：构建上下文文档

Once research is complete, compile everything into a structured markdown document.
完成调研后，将所有信息整理为结构化的markdown文档。

Output Format

输出格式

markdown
undefined
markdown
undefined

Brand Context: [Brand Name]

品牌上下文：[品牌名]

Generated: [Date] | Focus: [Product/Product Line or "Full Brand"]
生成日期：[Date] | 聚焦范围：[产品/产品线或“全品牌”]

Brand Overview

品牌概述

[2–3 sentence summary of who this brand is, what they sell, and where they sit in the market.]
[2-3句话总结品牌身份、销售产品及市场定位。]

Brand Story & Origin

品牌故事与起源

[Founder story, mission, origin. Keep it factual and concise.]
[创始人故事、品牌使命、创立历程。保持事实性和简洁性。]

Product Catalog

产品目录

[List of products with brief descriptions. Flag the hero product if identifiable.]
ProductKey DifferentiatorAudience
.........
[产品列表及简要描述。标记可识别的核心产品。]
产品核心差异化点目标受众
.........

What Makes Them Different

品牌差异化优势

[Unique mechanism, proprietary ingredient, format advantage, or positioning edge. Quote their own language where possible.]
[独特机制、独家成分、形态优势或定位特色。尽可能引用品牌自身的表述。]

Competitor Landscape

竞争格局

[3–5 competitors, how each positions, and how this brand contrasts.]
CompetitorTheir PositioningHow This Brand Differs
.........
[3-5个竞争对手，各竞品的定位，以及该品牌与竞品的差异。]
竞争对手竞品定位本品牌差异化点
.........

The Alternative Solution

替代解决方案

[What the customer was doing before this product. The "old way."]
[该产品出现前，客户解决需求的“传统方式”。]

Core Audience(s)

核心受众

Primary: [Description] Secondary (if applicable): [Description]
Key signals: [Pain points, lifestyle, language patterns, what they care about]
主要受众： [描述] 次要受众（如有）： [描述]
关键信号：[痛点、生活方式、语言风格、核心诉求]

Brand Voice & Tone

品牌语气与语调

[Adjectives. Patterns. Examples of actual copy that demonstrate the voice. What they avoid.]
[形容词描述、规律总结、体现语气的实际文案示例、品牌规避的内容。]

Creative Constraints

创意约束条件

ConstraintTypeNotes
...Confirmed / Inferred...
约束条件类型说明
...已确认 / 推断...

Must-Know Strategic Context

必备战略背景信息

[Anything else a creative strategist must know before writing creative. Bullets OK here.]
[创意策略师在撰写创意内容前必须了解的其他信息。可使用项目符号列表。]

Research Notes

调研说明

Sources consulted: [list URLs fetched] Gaps / low-confidence areas: [anything you couldn't verify — flag it clearly so the user can fill in or correct]

---
参考来源：[列出获取的URL] 信息缺口 / 低置信度内容：[无法验证的内容——需明确标记，以便用户补充或修正]

---

PHASE 4: DELIVER & CONFIRM

第四阶段：交付与确认

After building the document:
  1. Save it as 
    brand-context-[brandname].md
  2. Present it to the user using 
    present_files
  3. Flag gaps — call out anything you couldn't verify or are inferring vs. confirming
  4. Ask one closing question:
"Does anything here look off, or is there anything important I'm missing? Once you confirm, this becomes the working context for all creative strategy on this brand."
After confirmation, this document should be referenced by all downstream modules (Creative Strategy Engine, Hook Writing, Creative Mechanics) for this brand.
完成文档构建后：
  1. 保存为
    brand-context-[brandname].md
  2. 展示：使用
    present_files
    工具向用户展示文档
  3. 标记信息缺口：明确指出无法验证的内容，或推断内容与已确认内容的区别
  4. 提出收尾问题：
“文档内容是否有不准确之处，或者是否有重要信息被遗漏？一旦你确认，此文档将成为该品牌所有创意策略工作的参考上下文。”
用户确认后，所有下游模块（创意策略引擎、钩子文案撰写、创意机制设计）在处理该品牌相关工作时均需参考此文档。

Notes for Downstream Handoff

下游交接说明

When handing off to the Creative Strategy Engine or Hook Writing, reference the brand context doc explicitly:
"Using 
brand-context-[brandname].md
as the foundation — the audience, differentiation, constraints, and voice are all defined there."
This prevents downstream modules from making assumptions that conflict with the established brand context.
向创意策略引擎或钩子文案撰写模块交接时，需明确引用品牌上下文文档：
“以
brand-context-[brandname].md
为基础——受众、差异化优势、约束条件及语气均已在文档中定义。”
这可避免下游模块做出与已确立的品牌上下文冲突的假设。