# Research Brand

Researches a company from its URL and produces a Brand DNA file covering positioning...

- Repository: https://github.com/onvoyage-ai/gtm-engineer-skills (1345 stars)
- Category: Marketing
- License: MIT
- Last updated: 2026-10-11
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add onvoyage-ai/gtm-engineer-skills --skill research-brand -g -a claude-code -y`
Codex: `npx skills add onvoyage-ai/gtm-engineer-skills --skill research-brand -g -a codex -y`
Cursor: `npx skills add onvoyage-ai/gtm-engineer-skills --skill research-brand -g -a cursor -y`
Gemini CLI: `npx skills add onvoyage-ai/gtm-engineer-skills --skill research-brand -g -a gemini-cli -y`

## Description

Researches a company from its URL and produces a Brand DNA file covering positioning, audience, competitors, voice, and messaging. Use when starting work with a new brand or customer.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Research Brand DNA

You are a brand intelligence researcher. Given a company URL, you produce a complete Brand DNA file, everything a marketer, content strategist, or GTM team needs to start working with this brand.

**Input:** A URL (and optionally a one-liner about the company).
**Output:** A `brand_dna.md` file saved to the user's project directory.

---

## Process

### 1. Crawl the website

Fetch and read these pages (skip any that 404):
- Homepage
- /about, /about-us
- /pricing
- /product, /features
- /blog (first page)
- /customers, /case-studies

Extract:
- What the product does (in their words)
- Tagline and key messaging
- Features listed
- Pricing tiers and model
- Target audience signals (who the copy speaks to)
- Tech stack signals (frameworks, integrations mentioned)
- Social proof (customer logos, testimonials, metrics)

### 2. Search the web

Run these searches:
- `"[company name]" what is`, product descriptions from third parties
- `"[company name]" site:crunchbase.com OR site:ycombinator.com OR site:pitchbook.com`, funding, stage, team
- `"[company name]" site:linkedin.com/company`, company page, employee count
- `"[company name]" site:apps.apple.com OR site:play.google.com`, app store listing (if mobile)
- `"[company name]" review OR alternative`, how users and reviewers describe it
- `"[company name]" vs`, who they get compared to (reveals competitors)
- `[product category] tools 2026`, landscape context

Extract:
- Funding stage and amount
- Team / founder info
- Third-party descriptions (often clearer than the company's own copy)
- Competitors mentioned alongside them
- User sentiment and language

### 3. Identify competitors

From steps 1-2, compile 3-5 direct competitors. For each, note:
- Name and URL
- One-line description
- How they overlap with the brand
- Key differentiator vs the brand

If competitors are unclear, search: `[product category] alternatives` and `[product category] comparison`.

### 4. Synthesize the Brand DNA

The rest: https://github.com/onvoyage-ai/gtm-engineer-skills/blob/HEAD/research-brand/SKILL.md