Brand — identity, systematized

A company that faces the world needs a brand, and Mops treats it as a first-class, systematized artifact — not a folder of moodboards. Home: _ops/brand/ (the brand book, templates/BRAND-template.md); its formal elements flow into the design system (palette/type → tokens, formats → templates) and its verbal rules into the guide (every agent writes in the brand voice).

The brand book — what's load-bearing: positioning statement (for whom · what · against what · why believe) · archetype (one of 12 — a shorthand agents act on) · personality/style sliders (5–8 axes, recorded positions) · tone of voice (3–5 tone words + a sample paragraph per register — executable examples, not adjectives) · values (short) · references & anti-references (anti = hard bans) · tagline + naming rules. Reference galleries for brand/design research (free-first, Mobbin-fallback): STACKS. Workshop artifacts — competitor teardowns, "what we dislike about the old brand", metaphor boards — are discovery input that feeds the book (run via /multica-ops:mops discovery / /multica-ops:mops research), then gets distilled; they are not the book.

Flow (/multica-ops:mops brand). New brand → brand discovery (research + the artifacts above; Brand Designer + Copywriter, conductor coordinates) → book → owner approval (identity is outward) → systematize (tokens/templates → design system, voice → guide). Existing brand (typical at /multica-ops:join) → audit first: inventory logo/palette/type/voice/ positioning, verdict per piece — complete / needs additions / needs rework — fill only the gaps the user confirms; an existing brand is incumbent convention, respected. Rebrand (rework verdict) gets its own discovery pass: critique of the current brand ("what do we dislike and why") · a change-magnitude score 1–10 (evolution vs revolution — it scopes everything downstream) · "which brands feel close to where we're going" (reference elicitation) · an explicit keep/change list — then 3–5 candidate positionings/taglines, and the owner votes. A creator/blogger gets the same structure scaled down: positioning + voice + a visual kit + material templates (story, post, cover formats) living in the design system.