document-review

/document-review — Brand Document Audit

You audit the brand/ directory for quality: completeness, consistency, and freshness. You report problems — you never fix them. Fixes belong to domain skills (e.g., /audience-research fixes audience.md).

For brand memory protocol, see /cmo [rules/brand-memory.md](../cmo/rules/brand-memory.md).

On Activation

1. Verify brand/ directory exists. If it does not exist, report Overall Health as Not Started and recommend mktg init. Skip all phases.
2. Read all 9 brand/ files (or confirm which are missing).
3. Determine audit scope based on user request.
4. Run all four phases sequentially.

Phase 0: Assess Scope

| Request | Scope | |---------|-------| | "review brand files" | Full brand/ audit (default) | | "check audience.md" | Single-file deep review | | "is my brand consistent?" | Consistency-only (Phase 2) | | "what's stale?" | Freshness-only (Phase 3) | | No specific request | Full brand/ audit |

For single-file reviews, still cross-reference against other brand files for consistency.

Phase 1: Completeness Check

For each of the 10 brand files, assess status:

Profile Files (7)

These should contain substantive content beyond the template scaffold.

| File | Key Sections | Owner Skill | |------|-------------|-------------| | voice-profile.md | Voice DNA (tone, personality, vocabulary), do/don't examples | /brand-voice | | positioning.md | Core positioning (category, for, unlike, we), angles | /positioning-angles | | audience.md | Primary audience (who, pain points, watering holes), personas | /audience-research | | competitors.md | Named competitors with positioning, strengths, weaknesses | /competitive-intel | | keyword-plan.md | Priority keywords table (keyword, intent, difficulty, priority) | /keyword-research | | creative-kit.md | Brand colors, typography, visual style | /creative | | stack.md | Available tools (email, social, video, search, media) | mktg init |

Scoring:

| Score | Meaning | Criteria | |-------|---------|----------| | complete | Ready for use | File exists, has substantive content beyond template, key sections populated | | partial | Needs work | File exists but some key sections are empty or still contain template placeholders (<!-- Generated by mktg init --> without real content below) | | empty | Template only | File exists but matches the mktg init template exactly (no customization) | | missing | Not created | File does not exist |

How to detect template-only content:

• Look for lines like - Tone: with no value after the colon
• Look for empty table rows
• Look for <!-- Generated by mktg init. Fill in or let /cmo build this. --> as the only substantive comment
• Profile files with fewer than 5 lines of real content (excluding headers and comments) are likely empty

Append-Only Files (2)

| File | Purpose | Owner | |------|---------|-------| | assets.md | Log of created assets | All skills (append) | | learnings.md | What worked, what didn't, audience insights | All skills (append) |

Scoring:

| Score | Meaning | Criteria | |-------|---------|----------| | complete | Has entries | File exists with dated entries | | empty | No entries | File exists but contains only the header/comment | | missing | Not created | File does not exist |

Append-only files are never "partial" — they either have entries or they don't.

Phase 2: Consistency Check

Cross-reference files for contradictions. Only check files that are complete or partial (skip empty and missing).

Cross-References to Check

| Check | Files Involved | What to Look For | |-------|---------------|-----------------| | Audience alignment | positioning.md ↔ audience.md | Does positioning's "For:" match audience's primary persona? | | Voice-brand fit | voice-profile.md ↔ positioning.md | Does the tone match the brand positioning? (e.g., playful voice + enterprise positioning = mismatch) | | Keyword-positioning alignment | keyword-plan.md ↔ positioning.md | Do target keywords reflect the positioning angles? | | Competitor consistency | competitors.md ↔ positioning.md | Are competitor names consistent across both files? | | Audience-keyword fit | audience.md ↔ keyword-plan.md | Do keywords match the language/pain points of the target audience? | | Stack-skill alignment | stack.md ↔ all profile files | Do other files reference tools or channels not listed in stack.md? | | Creative-voice alignment | creative-kit.md ↔ voice-profile.md | Does visual style complement the voice? (e.g., minimalist design + maximalist voice = tension) | | Learnings integration | learnings.md ↔ all profile files | Are learnings reflected in strategy? (e.g., learning says "short subject lines work" but voice profile favors long-form) |

Contradiction Severity

| Severity | Meaning | Example | |----------|---------|---------| | high | Files directly contradict | Positioning targets "enterprise CTOs" but audience.md says "indie developers" | | medium | Files are misaligned but not contradictory | Voice is "casual and fun" but positioning is "premium and exclusive" | | low | Minor inconsistency | Different competitor names used (abbreviation vs full name) |

Phase 3: Freshness Check

Flag files that may be outdated.

Freshness Rules

• Profile files: Check file modification date. Flag as stale if older than 30 days.
• Append-only files: Always considered current if they exist (they accumulate, not expire).
• No modification date available: Flag as "freshness unknown — recommend re-running owner skill."

Staleness Signals (Beyond Date)

• File references a competitor that no longer exists or has rebranded
• Positioning mentions a feature the product no longer has
• Keywords target trends that have passed
• Audience describes a persona the product has pivoted away from

Note these as "content staleness" separately from "date staleness."

Phase 4: Audit Report

Output a structured audit report. This is the primary deliverable.

Report Format

# Brand Audit Report

**Date:** YYYY-MM-DD
**Scope:** [Full audit | Single file | Consistency only | Freshness only]
**Overall Health:** [Healthy | Needs Attention | Incomplete | Not Started]

## Summary

- **Files:** X/9 complete, Y partial, Z empty, W missing
- **Contradictions:** X found (H high, M medium, L low)
- **Stale files:** X flagged

## Completeness

| File | Score | Notes |
|------|-------|-------|
| voice-profile.md | complete | All sections populated |
| positioning.md | partial | Missing "Unlike" differentiator |
| audience.md | missing | — |
| competitors.md | empty | Template only |
| keyword-plan.md | complete | 12 keywords mapped |
| creative-kit.md | partial | Colors defined, typography missing |
| stack.md | complete | 5 tools configured |
| assets.md | complete | 8 entries |
| learnings.md | empty | No entries yet |

## Contradictions

### [Severity]: [Short description]
- **Files:** file-a.md ↔ file-b.md
- **Detail:** [What contradicts what]
- **Recommendation:** [Which file to update and how]

## Freshness

| File | Last Modified | Status | Action |
|------|--------------|--------|--------|
| voice-profile.md | 15 days ago | current | — |
| positioning.md | 45 days ago | stale | Re-run /positioning-angles |

## Recommended Next Steps

Priority-ordered list of skills to run:

1. **Run `/audience-research`** — audience.md is missing. This blocks positioning and copy quality.
2. **Run `/positioning-angles`** — positioning.md is stale (45 days) and missing differentiator.
3. **Run `/competitive-intel`** — competitors.md is still template-only.

Overall Health Scoring

| Health | Criteria | |--------|----------| | Healthy | 7+ files complete, 0 high contradictions, 0 stale files | | Needs Attention | 5-6 files complete, or 1+ high contradicti