Brando Schema – Brand Definition Vocabulary

BDV Version: 0.1.0
Last Modified: 13/04/2025
Status: Draft
License: Proprietary – All rights reserved. No reuse, reproduction, or redistribution without explicit permission.
Maintained by: Advanced Analytica Ltd. © 2025 Advanced Analytica Ltd. All rights reserved.

Overview

The Brand Definition Vocabulary (BDV) defines a structured, machine-readable framework for representing brand identity, tone, values, behavioural controls, and preferred communication styles within AI ecosystems. It is a toolkit that enables brands to embed semantic metadata into server and website environments to ensure accurate representation, consistent tone, and safe, policy-aligned interactions with Large Language Models (LLMs), AI agents, and RAG systems.

BDV extends schema:Brand using sub-classes and property extensions to ensure compatibility with the broader semantic web.

Brando Classes

Equivalent Schema.org Term: schema:Brand

The six core objects provide a foundation for controlling and aligning a brand with LLMs and AI systems. They represent a complete machine-readable representation of a brand as interpreted by AI systems.

Class	LLM Control Capability
`hasVerbalIdentity`	Aligns tone, vocabulary, sentiment, and stylistic tone in LLM output
`hasVisualIdentity`	Informs visual prompts, style transfer, multimodal agents (e.g. brand-aligned image output)
`hasAudioIdentity`	Defines sonic branding in speech synthesis, voice agents, and generative audio outputs.
`hasPositioning`	Grounds brand purpose, audience, and differentiators in AI-generated responses
`hasGovernance`	Defines refusal strategies, risk boundaries, compliance logic, and LLM safety behaviours
`hasAssets`	Allows agents to fetch or embed approved brand material (e.g., logo, video, docs)

1.1 Verbal Identity Class

Core Class: (brando:hasVerbalIdentity)

Encodes how the brand speaks and behaves in written and conversational form — across all channels, including LLMs, assistants, and web content.

BDV Ref	Brando Property	Description
`1.1.1`	`brando:toneOfVoice`	Defines the emotional texture of the brand's voice (e.g., experienced, warm, humble)
`1.1.2`	`brando:dialogueStyle`	Controls how the brand interacts: conversational pacing, first/second person use, empathy cues
`1.1.3`	`brando:writingStyle`	Grammar, structure, clarity, sentence flow, and cultural tone guidelines
`1.1.4`	`brando:namingConvention`	Rules for naming products and formatting text (capitalisation, spelling, dates, etc.)
`1.1.5`	`brando:personaCard`	The personality behind the voice — how the brand sounds when personified
`1.1.6`	`brando:approvedTerms`	Brand-sanctioned vocabulary, including product descriptors, slogans, and phrasing
`1.1.7`	`brando:prohibitedTerms`	Words, phrases, or expressions the brand avoids (e.g., “cheap”, “amazing”, hyperbole)
`1.1.8`	`brando:keyMessage`	Core ideas and value propositions communicated consistently across all brand channels
`1.1.9`	`brando:taglines`	Primary strapline and any officially approved variants or campaign slogans
`1.1.10`	`brando:promptScaffold`	Reusable instructions and templates for AI model prompts (e.g., tone and format enforcement)
`1.1.11`	`brando:mustDo`	Required actions and stylistic behaviours (e.g., use first-person, highlight provenance)
`1.1.12`	`brando:mustNotDo`	Explicit behavioural constraints (e.g., don’t exaggerate, avoid second-person in longform copy)

Example: JSON-LD for Verbal Identity Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "brand",
  "url": "https://www.brand.eu/",
  "logo": "https://www.brand.eu/assets/logo.png",
  "brando:hasVerbalIdentity": {
    "@type": "brando:VerbalIdentity",
    "brando:toneOfVoice": {
      "description": "Distinctive, imaginative, resourceful, and simple. Tone is designed to inform, inspire, and create emotional connection.",
      "principles": [
        "Experienced – authoritative yet warm, with institutional knowledge.",
        "Straight Talking – avoids hyperbole or excessive adjectives.",
        "Human – passionate, emotional, people-first.",
        "Extraordinary – magical, sensory, storytelling-based.",
        "Humble – focuses on people, not the brand's ego."
      ]
    },
    "brando:keyMessage": [
      "Complexity made simple.",
      "We are the components for your AI success.",
      "Creating the foundations for excellence.",
      "Brand managers, meet your new assistants.",
      "Simple policies for effective business."
    ],
    "brando:taglines": {
      "primary": "Complexity made simple",
      "extensions": [
        "AI made simple",
        "Creativity made simple",
        "Communication made simple",
        "Collaboration made simple"
      ]
    },
    "brando:writingStyle": {
      "guidelines": [
        "Be simple, clear, and direct.",
        "Avoid flowery, over-complicated language.",
        "Use variety in sentence structure.",
        "Speak with optimism and humility.",
        "Edit rigorously to remove filler.",
        "Use British English spelling.",
        "Write like a trusted, calm expert — never boastful."
      ]
    },
    "brando:dialogueStyle": {
      "description": "Conversational, but professional. Use first-person. Avoid second-person where inappropriate. Speak to specific roles (chefs, bakers, etc.).",
      "rules": [
        "Use 'we' and 'our' in most messaging.",
        "Avoid 'you' in longform or descriptive copy.",
        "Never sound patronising or overfamiliar.",
        "Maintain light-hearted professionalism."
      ]
    },
    "brando:approvedTerms": [
      "Crafted with",
      "Inspired by",
      "Created to",
      "Function factory",
      "Masterpiece"
    ],
    "brando:prohibitedTerms": [
      "amazing",
      "stunning",
      "jaw-dropping",
      "fabulous",
      "ultimate",
      "cheap",
      "incredible",
      "over-the-top",
      "multiple exclamation marks"
    ],
    "brando:namingConvention": {
      "productCapitalisation": true,
      "spelling": "Britich English",
      "dateFormat": "15 May 2024",
      "timeFormat": "am/pm"
    },
    "brando:mustDo": [
      "Use British spelling across English materials.",
      "Capitalise official product names.",
      "Use storytelling and sensory details in descriptions.",
      "Speak to the role (e.g., 'brand managers', not 'you').",
      "Curate content differently for internal vs. external platforms.",
      "Use first-person voice (we/our)."
    ],
    "brando:mustNotDo": [
      "Use more than one exclamation mark.",
      "Use second-person voice in product descriptions.",
      "Use sarcasm, wacky humour, or internal jargon.",
      "Use SEO keywords in place of clarity.",
      "Use buzzwords or clichéd brochure-speak.",
      "Beg for engagement on social (e.g., 'LIKE this post!')."
    ],
    "brando:promptScaffold": [
      "Write in BRAND’s tone of voice: experienced, human, humble.",
      "Avoid second-person in descriptive copy.",
      "Highlight provenance, emotion, and purpose.",
      "Structure product descriptions using: inspiration, origin, benefit."
    ],
    "brando:personaCard": {
      "traits": [
        "Professional but relaxed",
        "Emotionally intelligent",
        "Respectful and inclusive",
        "Craft-driven and precise",
        "Warm and story-led"
      ]
    }
  }
}

1.2 Visual Identity Class

Core Class: (brando:hasVisualIdentity)

Encodes the brand’s visual language in a machine-readable format — enabling consistency across generative media, UI frameworks, assistants, and visual rendering engines.

BDV Ref	Brando Property	Description
`1.2.1`	`brando:name`	The official brand name or trade name.
`1.2.2`	`brando:logo`	Primary, alternate, mono, and responsive logo versions
`1.2.3`	`brando:colourPalette`	Brand colour definitions (primary, secondary, accessibility-safe variants)
`1.2.4`	`brando:typography`	Font families, sizes, and weight guidelines
`1.2.5`	`brando:iconography`	Icon style, usage, and example assets
`1.2.6`	`brando:imageryStyle`	Rules for photography, illustrations, filters, and composition
`1.2.7`	`brando:motionRule`	Acceptable animation styles and transitions
`1.2.8`	`brando:visualToken`	Design tokens including spacing, elevation, and border radius
`1.2.9`	`brando:visualUsageGuideline`	Dos and don'ts for consistent and compliant visual application
`1.2.10`	`brando:visualReferenceLink`	URLs to brand guidelines, repositories, and design system documentation

Example: JSON-LD for Visual Identity Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "BRAND",
  "url": "https://www.brand.eu/",
  "logo": "https://www.brand.eu/assets/logo.png",
  "brando:hasVisualIdentity": {
    "@type": "brando:VisualIdentity",
    "brando:logo": {
      "primary": "https://www.brand.eu/assets/logo-primary.svg",
      "alternate": "https://www.brand.eu/assets/logo-alt.svg",
      "mono": "https://www.brand.eu/assets/logo-mono.svg",
      "responsive": "https://www.brand.eu/assets/logo-responsive.svg"
    },
    "brando:colourPalette": {
      "primary": ["#002244", "#0066CC"],
      "secondary": ["#F5F5F5", "#CCCCCC"],
      "accessibility": ["#000000", "#FFFFFF"]
    },
    "brando:typography": {
      "fontFamily": "Inter",
      "weights": ["Regular", "Medium", "Bold"],
      "sizeRules": "Base: 16px; Headings: 32px / 24px / 20px"
    },
    "brando:iconography": {
      "style": "Outlined, minimal, geometric",
      "examples": [
        "https://www.brand.eu/assets/icons/download.svg",
        "https://www.brand.eu/assets/icons/share.svg"
      ]
    },
    "brando:imageryStyle": {
      "photography": "Natural lighting, human-focused, high contrast",
      "illustration": "Flat, modern, muted tones",
      "filters": ["No heavy effects", "Brightness +10%", "Warm tone"]
    },
    "brando:motionRule": {
      "animationStyle": "Ease-in-out transitions only",
      "transitionDuration": "200–500ms",
      "examples": [
        "Button hover fades",
        "Hero image slide-in"
      ]
    },
    "brando:visualToken": {
      "borderRadius": "8px",
      "spacing": "8 / 16 / 24 grid",
      "elevation": "Soft shadow (4dp max)"
    },
    "brando:visualUsageGuideline": [
      "Never stretch or distort the logo",
      "Maintain minimum logo padding of 32px",
      "Do not place logo over complex backgrounds",
      "Avoid clashing background colours"
    ],
    "brando:visualReferenceLink": [
      "https://www.brand.eu/guidelines/visual",
      "https://www.figma.com/file/brand-kit"
    ]
  }
}

1.3 Audio Identity Class

Core Class: (brando:hasAudioIdentity)

Encodes the brand’s sonic expression in a structured, machine-readable format — enabling consistent brand presence across speech synthesis, voice agents, virtual assistants, and generative audio platforms.

BDV Ref	Brando Property	Description
`1.3.1`	`brando:audioLogo`	Audio file or URI representing the brand’s sonic logo — a recognisable sound that cues the brand.
`1.3.2`	`brando:voiceSignature`	Preferred voice profile for speech synthesis — tone, gender, pacing, and accent.
`1.3.3`	`brando:pronunciationGuide`	Rules or phonetic spelling guides for brand names, acronyms, or domain-specific terms.
`1.3.4`	`brando:audioCue`	Non-verbal sound cues used for alerts, confirmations, transitions, or emotional signalling.
`1.3.5`	`brando:speechStyle`	Defines speech rhythm, intonation, and pause style for spoken AI outputs.
`1.3.6`	`brando:audioReferenceLink`	URLs to sonic branding guidelines, audio asset repositories, or sample use cases.
`1.3.7`	`brando:audioUsageGuideline`	Specific dos and don’ts for voice assistants and sound-based agents when reproducing brand audio.

Example: JSON-LD for Audio Identity Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "BRAND",
  "url": "https://www.brand.eu/",
  "brando:hasAudioIdentity": {
    "@type": "brando:AudioIdentity",
    "brando:audioLogo": "https://www.brand.eu/audio/sonic-logo.mp3",
    "brando:voiceSignature": {
      "gender": "female",
      "tone": "warm and confident",
      "accent": "British",
      "speed": "medium-slow"
    },
    "brando:pronunciationGuide": {
      "brandName": "BRANN-do",
      "acronyms": {
        "LLM": "el-el-em",
        "BDL": "bee-dee-el"
      }
    },
    "brando:audioCue": [
      "https://www.brand.eu/audio/confirm-tone.mp3",
      "https://www.brand.eu/audio/error-tone.mp3"
    ],
    "brando:speechStyle": {
      "intonation": "natural",
      "pauses": "brief after clauses",
      "emphasis": "on nouns and benefits"
    },
    "brando:audioUsageGuideline": [
      "Use the sonic logo before AI-generated introductions.",
      "Avoid robotic-sounding text-to-speech settings.",
      "Ensure brand name is pronounced correctly with emphasis on first syllable."
    ],
    "brando:audioReferenceLink": [
      "https://www.brand.eu/audio-guidelines",
      "https://www.brand.eu/assets/audio-kit.zip"
    ]
  }
}

1.4 Positioning Class

Core Class: (brando:hasPositioning) Encodes the strategic intent, values, audience targeting, and narrative structure of the brand — providing clarity for AI agents, assistants, and retrieval systems to understand and represent brand meaning with context.

BDV Ref	Brando Property	Description
`1.4.1`	`brando:missionStatement`	Why the brand exists — its purpose beyond profit
`1.4.2`	`brando:visionStatement`	Long-term goals and the future the brand wants to help create
`1.4.3`	`brando:coreValues`	Guiding principles and ethical foundations of the brand
`1.4.4`	`brando:brandPromise`	The commitment the brand makes to its audience
`1.4.5`	`brando:audiencePersona`	Structured profiles of ideal customers or user segments
`1.4.6`	`brando:marketPosition`	Brand’s stance in its category, including competitive framing
`1.4.7`	`brando:brandNarrative`	The origin, journey, and story arc that define the brand identity
`1.4.8`	`brando:competitorContext`	How the brand compares or contrasts with its key competitors

Example: JSON-LD for Positioning Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "BRAND",
  "url": "https://www.brand.eu/",
  "logo": "https://www.brand.eu/assets/logo.png",
  "brando:hasPositioning": {
    "@type": "brando:Positioning",
    "brando:missionStatement": "To simplify access to advanced AI capabilities and make them usable by every brand.",
    "brando:visionStatement": "To become the universal interface layer between brands and the generative AI web.",
    "brando:coreValues": [
      "Simplicity",
      "Integrity",
      "Empowerment",
      "Transparency",
      "Innovation grounded in purpose"
    ],
    "brando:brandPromise": "We translate complexity into clarity — giving brands control in a world of automation.",
    "brando:audiencePersona": [
      {
        "name": "Brand Manager",
        "traits": ["Strategy-led", "Digitally literate", "Guardrails-aware"]
      },
      {
        "name": "Creative Director",
        "traits": ["Design-minded", "Consistency-focused", "Story-led"]
      },
      {
        "name": "AI Governance Lead",
        "traits": ["Risk-aware", "Compliance-driven", "Ethics-conscious"]
      }
    ],
    "brando:marketPosition": {
      "category": "AI Brand Infrastructure",
      "differentiator": "Combines brand control + LLM compliance in one layer"
    },
    "brando:brandNarrative": "Born from the need to make AI trustworthy for brand representation, BRAND creates machine-readable brand objects that are both expressive and enforceable. From logo to tone to guardrails, every layer is declaratively encoded for intelligent systems.",
    "brando:competitorContext": {
      "peers": ["Frontify", "Bynder", "OpenBrand AI"],
      "distinction": "Brando doesn't just manage assets — it governs representation at runtime in AI systems."
    }
  }
}

1.5 Governance Class

Core Class: (brando:hasGovernance)

Defines brand guardrails, refusal strategies, and regulatory alignment for safe deployment in AI environments — ensuring the brand is represented ethically, legally, and intentionally in all LLM-enabled contexts.

Here’s the updated Governance Class table with correct BDV Ref numbers (1.5.x) included in the first column:

BDV Ref	Brando Property	Description
`1.5.1`	`brando:guardRails`	Behavioural boundaries for brand representation (e.g., no political alignment, no parody)
`1.5.2`	`brando:refusalStrategies`	Instructions for AI on when and how to gracefully decline or deflect out-of-scope requests
`1.5.3`	`brando:complianceTags`	Tags or indicators for domain-specific compliance frameworks (e.g., GDPR, ABPI)
`1.5.4`	`brando:reviewWorkflow`	Human-in-the-loop processes for approval and escalation
`1.5.5`	`brando:updatePolicy`	Rules for how, when, and by whom brand data is updated and versioned
`1.5.6`	`brando:visibilityScore`	AI discoverability setting (e.g., low, medium, high, very high)
`1.5.7`	`brando:retrievableInLLM`	Boolean or weighted flag for LLM embedding and memory access
`1.5.8`	`brando:embeddingQuality`	Scoring of chunk quality for retrieval (clarity, coherence, fidelity)
`1.5.9`	`brando:riskScenarios`	Known red-flag cases and edge scenarios for brand control (e.g., satire, impersonation)

Example: JSON-LD for Governance Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "BRAND",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/assets/logo.png",
  "brando:hasGovernance": {
    "@type": "brando:Governance",
    "brando:guardRails": [
      "Do not mimic other brands or personalities.",
      "Avoid speculative financial or legal advice.",
      "Never represent the brand in satire, parody, or impersonation."
    ],
    "brando:refusalStrategies": [
      "If asked to make claims about unverified results, respond: 'This requires confirmation from an authorised expert.'",
      "If prompted with politically sensitive questions, say: 'BRAND remains neutral on this matter.'"
    ],
    "brando:complianceTags": [
      "GDPR",
      "UK MHRA",
      "ABPI",
      "EU AI Act – Article 52"
    ],
    "brando:reviewWorkflow": {
      "type": "Human-in-the-loop",
      "steps": [
        "Content flagged by AI → Sent for internal review → Approved or modified before release"
      ]
    },
    "brando:updatePolicy": {
      "versioning": "Semantic versioning (e.g., v1.2.0)",
      "changeApproval": "By Brand Governance Committee",
      "changeLog": "Maintained in brand.jsonld header"
    },
    "brando:visibilityScore": "high",
    "brando:retrievableInLLM": true,
    "brando:embeddingQuality": "very high",
    "brando:riskScenarios": [
      "Misinformation through tone mismatch",
      "AI hallucinating non-existent product benefits",
      "Requests to parody brand voice for entertainment"
    ]
  }
}

1.6 Assets Class

Core Class: (brando:hasAssets)

Encodes reusable digital resources — from brand files to LLM-ready features, FAQs, and service definitions — so that AI systems can render and reason with your brand consistently across platforms.

BDV Ref	Brando Property	Description
1.6.1	`brando:logoAsset`	File links for approved logos (SVG, PNG, EPS)
1.6.2	`brando:fontAsset`	Font files or downloadable kits
1.6.3	`brando:imageLibrary`	Approved photography, illustration, or icon libraries
1.6.4	`brando:videoAsset`	Branded videos or explainer animations
1.6.5	`brando:designSystemLink`	URL to your Figma, Storybook, Framer, or similar UI system
1.6.6	`brando:templateLibrary`	Notion, Canva, PowerPoint, or document templates
1.6.7	`brando:guidelinesPDF`	Downloadable brand books or manuals
1.6.8	`brando:assetRepository`	Central asset library or DAM (Digital Asset Management) link
1.6.9	`brando:personaAsset`	Persona definitions for target users, AI tuning, or prompt conditioning
1.6.10	`brando:accessPolicy`	Who can access, download, or modify assets
1.6.11	`brando:qaAsset`	Common questions + official answers in `FAQPage` format for AI indexing and grounding
1.6.12	`brando:productAsset`	Structured `schema:Product` definitions with URLs, IDs, and descriptions
1.6.13	`brando:serviceAsset`	Structured `schema:Service` definitions and provider info
1.6.14	`brando:featuresAsset`	Feature highlights for pages, prompts, and comparison tables (using `schema:PropertyValue`)

Example: Complete Assets Policy

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.co.uk/bdv-terms#"
  },
  "@type": "schema:Brand",
  "name": "BRAND",
  "url": "https://www.brand.eu/",
  "logo": "https://www.brand.eu/assets/logo.svg",
  "brando:hasAssets": {
    "@type": "brando:Assets",
    "brando:logoAsset": [
      "https://www.brand.eu/assets/logo-primary.svg",
      "https://www.brand.eu/assets/logo-mono.svg"
    ],
    "brando:fontAsset": [
      "https://www.brand.eu/assets/fonts/Inter-Regular.woff2",
      "https://www.brand.eu/assets/fonts/Inter-Bold.woff2"
    ],
    "brando:imageLibrary": "https://dam.brand.eu/images/",
    "brando:videoAsset": [
      "https://www.brand.eu/videos/intro.mp4",
      "https://www.brand.eu/videos/values.mp4"
    ],
    "brando:designSystemLink": "https://www.figma.com/file/BRANDKIT/Main",
    "brando:templateLibrary": [
      "https://www.canva.com/brand/templates",
      "https://notion.so/templates/brand-docs"
    ],
    "brando:guidelinesPDF": [
      "https://www.brand.eu/docs/visual-guidelines.pdf",
      "https://www.brand.eu/docs/tone-of-voice.pdf"
    ],
    "brando:assetRepository": "https://drive.brand.eu/brand-assets",
    "brando:personaAsset": [
      "https://www.brand.eu/personas/creative-director.json",
      "https://www.brand.eu/personas/governance-lead.json"
    ],
    "brando:accessPolicy": {
      "editors": ["design@brand.eu", "legal@brand.eu"],
      "viewers": ["agency@brand.eu", "ai@brand.eu"],
      "policyNote": "External access to files in /public only. All others require editor role."
    },
    "brando:qaAsset": [
      {
        "@type": "schema:Question",
        "name": "What does Brando Schema do?",
        "acceptedAnswer": {
          "@type": "schema:Answer",
          "text": "It enables brand-safe AI interaction by structuring your identity and governance rules in JSON-LD."
        }
      },
      {
        "@type": "schema:Question",
        "name": "Can this help with LLM accuracy?",
        "acceptedAnswer": {
          "@type": "schema:Answer",
          "text": "Yes. Your structured policies and prompts ensure AI agents reflect your voice and values accurately."
        }
      }
    ],
    "brando:productAsset": [
      {
        "@type": "schema:Product",
        "name": "Brando Schema Toolkit",
        "description": "A full-stack schema for AI governance, identity, and brand discoverability.",
        "sku": "BR-001",
        "url": "https://www.brand.eu/products/schema-toolkit"
      }
    ],
    "brando:serviceAsset": [
      {
        "@type": "schema:Service",
        "name": "AI Brand Compliance Audit",
        "description": "We assess your brand visibility, AI exposure, tone alignment, and generate a semantic roadmap.",
        "provider": {
          "@type": "schema:Organization",
          "name": "BRAND",
          "url": "https://www.brand.eu"
        }
      }
    ],
    "brando:featuresAsset": [
      {
        "@type": "schema:PropertyValue",
        "name": "AI-ready Brand Object",
        "value": "Encodes your brand in a structured JSON-LD format retrievable by LLMs and agents."
      },
      {
        "@type": "schema:PropertyValue",
        "name": "Visual + Verbal Controls",
        "value": "Centralised policies for tone, logo usage, naming, messaging, and more."
      },
      {
        "@type": "schema:PropertyValue",
        "name": "Brando Guardrails",
        "value": "Declarative restrictions to prevent AI hallucination, misuse, or misalignment."
      }
    ]
  }
}

Usage

Brando BDV is designed to be embedded in JSON-LD, RDFa, or used within semantic layers of AI and content delivery platforms. It is intended for use by:

Brand strategists and marketing teams
AI developers and prompt engineers
Compliance and governance professionals
Semantic web and knowledge graph architects

References

Schema.org: https://schema.org/Brand
EU AI Act and AI governance frameworks