Quickstart: Brando in JSON-LD

This page gives you copy-paste JSON-LD examples for the Brando Schema Vocabulary v1.3.

Use this if you:

want to publish Brando as JSON-LD on your website or API,
are wiring Brando into a knowledge graph or LLM/agent runtime,
prefer to see concrete examples rather than read the ontology.

If you haven’t yet, read Getting started for the mental model and workflows first.

1. JSON-LD context

For instance data, you typically need:

schema – core schema.org terms (schema:Brand, schema:SoftwareApplication, etc.),
brando – the Brando vocabulary namespace.

You can inline a minimal context:

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  }
}

Or, if you already have a broader JSON-LD context for your site or graph, just add the brando prefix.

2. Minimal single-brand example

This is the smallest useful Brando graph in JSON-LD:

one brando:Brand,
one brando:Context,
one Brando:VerbalIdentity,
one brando:Policy.

You can embed this in a <script type="application/ld+json"> tag on a page, or return it via an API.

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  },
  "@graph": [
    {
      "@id": "https://example.com/brand/northstar",
      "@type": "brando:Brand",
      "schema:name": "Northstar Bank",
      "brando:missionStatement": "Financial clarity with absolute trust.",
      "brando:visionStatement": "Help people feel in control of their financial future.",
      "brando:coreValues": [
        "Clarity over complexity",
        "Do the right thing",
        "Long-term alignment with customers"
      ],
      "brando:marketPosition": "Digital-first bank for risk-aware customers.",
      "brando:tagline": "Clarity, not shortcuts.",
      "brando:hasContext": {
        "@id": "https://example.com/brand/northstar/context/retail-chatbot"
      },
      "brando:usesVerbal": {
        "@id": "https://example.com/brand/northstar/tokens/verbal/default"
      },
      "brando:hasPolicy": {
        "@id": "https://example.com/brand/northstar/policies/regulated-claims"
      }
    },

    {
      "@id": "https://example.com/brand/northstar/context/retail-chatbot",
      "@type": "brando:Context",
      "brando:audienceSegment": "Retail banking customers",
      "brando:audiencePersona": "Everyday saver",
      "brando:domainContext": "{\"channel\":\"chatbot\",\"surface\":\"public-website\",\"region\":\"UK\"}"
    },

    {
      "@id": "https://example.com/brand/northstar/tokens/verbal/default",
      "@type": "Brando:VerbalIdentity",
      "brando:toneOfVoice": "Calm, empathetic, precise. Explain options in simple language without being patronising.",
      "brando:approvedTerms": [
        "interest rate",
        "fees",
        "savings goals"
      ],
      "brando:prohibitedTerms": [
        "get rich quick",
        "guaranteed returns"
      ],
      "brando:keyMessages": [
        "We help you understand the trade-offs, not hide them.",
        "We prioritise long-term financial health over short-term hype."
      ]
    },

    {
      "@id": "https://example.com/brand/northstar/policies/regulated-claims",
      "@type": "brando:Policy",
      "brando:enforcementLevel": "mandatory",
      "brando:riskTag": [
        "financial-regulation",
        "consumer-protection"
      ],
      "brando:mustNotDos": [
        "Do not recommend specific products as 'best' without disclaimers.",
        "Do not provide personalised investment advice."
      ],
      "brando:refusalStrategies": [
        "Explain that you cannot give personalised investment advice.",
        "Offer to connect the user to a human advisor."
      ],
      "brando:reviewWorkflow": "Compliance team reviews changes to this policy and any flagged AI outputs weekly.",
      "brando:retrievableInLLM": true
    }
  ]
}

How a runtime uses this

An LLM app or Brand OS would:

Load the graph and pick the brando:Brand node that matches the tenant or domain.
Follow:
- brando:hasContext → brando:Context for the current channel,
- brando:usesVerbal → Brando:VerbalIdentity,
- brando:hasPolicy → brando:Policy.
Build prompts and guardrails using properties like:
- brando:toneOfVoice, brando:approvedTerms, brando:prohibitedTerms,
- brando:mustDos, brando:mustNotDos, brando:refusalStrategies,
- brando:enforcementLevel.

3. Adding classification and integrations

This example adds:

a brando:BrandedCategory with GS1 / UNSPSC / Google Product Taxonomy alignment, and
an integration to an external tool via brando:externalSystem + brando:externalSystemId,
asset links via brando:downloadableFile / brando:supportingFile.

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  },
  "@graph": [
    {
      "@id": "https://example.com/brand/northstar",
      "@type": "brando:Brand",
      "schema:name": "Northstar Bank",
      "brando:missionStatement": "Financial clarity with absolute trust.",
      "brando:coreValues": [
        "Clarity over complexity",
        "Do the right thing",
        "Long-term alignment with customers"
      ],
      "brando:hasProductCategory": {
        "@id": "https://example.com/brand/northstar/categories/savings-accounts"
      },
      "brando:externalSystem": {
        "@id": "https://example.com/integrations/adobe-genstudio"
      },
      "brando:externalSystemId": "northstar_brand_master"
    },

    {
      "@id": "https://example.com/brand/northstar/categories/savings-accounts",
      "@type": "brando:BrandedCategory",
      "brando:productCategoryName": "Savings accounts",
      "brando:gpcCategoryCode": "43191500",
      "brando:gpcCategoryDescription": "Savings and investment accounts (example code for illustration only).",
      "brando:unspscCode": "84131500",
      "brando:googleProductCategoryId": "Finance > Banking Services",
      "brando:downloadableFile": {
        "@id": "https://assets.example.com/northstar/brand/savings-accounts-guidelines.pdf",
        "@type": "schema:MediaObject",
        "schema:name": "Savings Accounts Brand Guidelines (PDF)"
      }
    },

    {
      "@id": "https://example.com/integrations/adobe-genstudio",
      "@type": "schema:SoftwareApplication",
      "schema:name": "Adobe GenStudio",
      "schema:applicationCategory": "Brand and content operations",
      "schema:url": "https://business.adobe.com/products/genstudio.html"
    }
  ]
}

What this enables

Recommendation / search systems can use the taxonomy IDs (gpcCategoryCode, unspscCode, googleProductCategoryId) to line up brand semantics with commerce and ads systems.
A Brand OS can use brando:externalSystem / brando:externalSystemId to:
- map brand nodes to specific integration objects (e.g. folders, workspaces, ad accounts),
- or drive sync jobs between the Brand Knowledge Graph and external tools.
- brando:downloadableFile (and brando:supportingFile if you use it) gives AIs and tools a stable pointer to current, production-ready assets.

4. Embedding JSON-LD on the web

To expose Brando to crawlers, AI systems, and your own tools via the public web, embed the JSON-LD in your HTML.

Minimal pattern:

<script type="application/ld+json">
{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  },
  "@graph": [
    {
      "@id": "https://example.com/brand/northstar",
      "@type": "brando:Brand",
      "schema:name": "Northstar Bank",
      "brando:missionStatement": "Financial clarity with absolute trust."
      /* ...additional Brando properties... */
    }
  ]
}
</script>

You can embed one consolidated graph at the site root (e.g. /brandoschema.jsonld and <link rel="alternate" ...>), or smaller graphs per brand / sub-site.
Internally, the same JSON-LD can be served over an API or stored in a graph database – the syntax does not change.

5. JSON-LD vs YAML – staying in sync

If you also use the YAML profile:

treat YAML as the authoring / config layer,
generate JSON-LD as the canonical publication and runtime layer.

A common pattern:

Keep brand.yaml, contexts.yaml, tokens.yaml, policies.yaml in a repo (validated against the Brando YAML profile).
Use a build step to emit:
- brandoschema.jsonld from those YAML files.
- Embed or serve the emitted JSON-LD from your site or Brand OS.

See:

Quickstart (YAML)
YAML schema profile

6. Where to go next

For a more narrative introduction: Getting started
For the full vocabulary definitions: Types reference and Properties reference
For runtime patterns with LLMs, agents, and tools: Runtime Integration (LLMs, MCP, APIs)

Once you have a minimal JSON-LD graph working, you can incrementally add:

more brando:Context nodes for key channels,
Brando:VisualIdentity and Brando:AudioIdentity for multimodal expression,
additional brando:Policy and brando:AutomationRule nodes for deeper governance.