Teach Claude Your Brand
Teach Claude your brand once. Then every flyer, caption, reel and email comes out sounding and looking like you.
- Desktop for setup
- Setup ~90 min
- Claude Design
- Start here
This guide has been updated since the video — the steps are the same, the screens look a little different.
Block ninety minutes. This is the one that makes everything else work.
Most builds on this channel point back here. Once Claude knows your brand, every other system inherits it — reports, cards, letters, flyers — without you re-explaining yourself.
You need Claude Pro or higher: this uses Claude Design and file creation, both paid features. Have your logo, your brokerage’s logo, headshots and a few listing photos to hand, plus your hex codes and font names if they already exist somewhere — a Canva brand kit, your website, a file from a designer.
Connecting Gmail or Outlook is optional but makes discovery noticeably better: Claude reads your signature and recent sent mail to catch how you actually write. It only reads.
Get the files
The install guide as a checklist, plus every prompt on this page in one file, emailed to you.
Your email also joins the Take It and Run newsletter — one practical move a week, and you’ll be the first to hear the moment we release a new build, skill or agent. Unsubscribe any time.
Files are hosted on kristijencks.com. No Drive links, no sign-up wall.
Teach Claude your brand once. Design on-brand forever.
Your brand file is a single markdown document that becomes the source of truth for everything: your voice, your compliance defaults, your links, your colors and fonts. It has two homes — paste it into Claude Design to build your visual brand, and install it as a skill so Claude writes in your voice in every chat.
The Don’t list is the secret weapon
It’s the single biggest thing that makes AI content stop sounding like AI. When Claude asks, give it your real pet peeves — the words and constructions you never want to see with your name on them.
Step 1. Clean house and set up
First, clear anything that would confuse Claude about your brand.
Audit your existing skills
Open Settings → Capabilities → Skills and ask one question of each: would I want this active during real estate work? If no, delete it. The usual offenders are an unnamed brand-style guide, unused starter skills, and skills for a hobby or side business. Keep clearly-named skills for your other brands.
Start a build chat
Steps 2 and 3 run in one conversation. A regular chat is fine — you don’t need a project. If you’d like a permanent home for brand work, make a project called [Your Brand] Marketing Hub and run the build inside it. Either way works.
Connect Gmail or Outlook — recommended
Settings → Connectors, then connect the email you actually talk to clients from. This lets Claude read your signature and about twenty recent sent emails during discovery, which is the fastest way to capture your real voice, designations and disclaimers. Claude only reads — it won’t send or delete.
Step 2. Discovery — let Claude find what already exists
Before you fill in anything by hand, Claude gathers everything about you that’s already public: your website, bios, Zillow and Realtor.com profiles, license numbers, socials, reviews and — if connected — your email signature. Doing this first means your brand file is mostly written before you answer a single question. You only fill the gaps.
Run my brand discovery — find everything about me that's already public, so we capture
it now and I have less to fill in by hand.
Principals: [your names]
Brokerage: [brokerage]
Primary market: [market]
License state: [state]
Search every public source you can reach:
• [state] real estate license database — find my license number(s); these are public record
• My personal website
• Realtor.com and Zillow agent profiles
• My brokerage's agent page
• LinkedIn
• Google Business Profile
• Instagram / Facebook business bios and link-in-bio pages
• YouTube channel
• Public review sites (Google, Yelp, Zillow reviews)
If my email is connected: read my email signature and recurring attachments for
designations, contact info, and compliance disclaimers. Scan ~20 recent sent emails for
how I actually write (voice patterns).
Organize what you find into these eight sections:
1. Inventory — names, license #s, brokerage, state, contact info, AND every important
link as a COMPLETE clickable URL (full https:// addresses, not handles): website,
each social profile, booking link, review-request links, buyer/seller guide links,
newsletter signup, brokerage page, digital business card. I need full URLs because
I'll use these for QR codes, link-in-bio pages, and flyer footers.
2. Bios found — each one, labeled by source.
3. Voice & writing style — pull real quotes from my posts and emails, then give me a
DETAILED read on how I actually write: sentence length and rhythm, how formal or
casual I am, words I lean on, words I avoid, punctuation habits, how I open and
close messages, and any signature expressions I repeat. Detailed enough that you
could write a paragraph that sounds unmistakably like me.
4. Designations & credentials — found and missing.
5. Testimonials — public reviews quoted with source.
6. Asset checklist — the assets my brand needs, marked have/need.
7. Social presence — for each channel, a real read: approximate follower count, how
recently and often I post, whether the account looks maintained, whether my
link-in-bio resolves. Then your honest verdict: is social a CORE pillar of my brand
or a peripheral channel? Be honest about what you can't access. Do NOT fabricate
follower or engagement numbers.
8. Gaps & conflicts — split into TWO separate lists:
(a) Confirm now — only the FACTS that feed my brand file (current brokerage, office
address, phone, years). Quick confirmations.
(b) Action items for later — a cleanup list worth fixing whenever I have time (stale
brokerage references, broken links, missing Google Business Profile, broken
email-signature icons, misattributed reviews). NOT part of building my brand
guide, and I will NOT stop to fix them now.
Also note if my bios are inconsistent, but don't rewrite them.
For any headshots or logos you find online: just list the source URLs — don't try to
save them. I'll add high-res originals myself.
Show me everything you found here in chat so I can correct it. Do NOT generate any
files yet — we'll write my brand file after I fill the gaps.
Read it over and fix what’s wrong. Flag the bio that sounds most like you, and delete voice quotes that aren’t representative.
Don’t stop to fix your red flags. Discovery hands you an “action items for later” list — stale brokerage references, broken links, dead signature icons. They’re real and worth fixing, but cleaning up your digital presence is a separate project for another day. Note the list and keep moving.
If Claude finds almost nothing, that’s fine — newer agents especially. It flags everything as a gap and you build it from scratch in the next step. Discovery still saves you time wherever you do have a presence.
Step 3. Build your brand file
Thirty to forty-five minutes, in the same chat. Claude walks you through the gaps — voice, story, ideal client, offers, the Don’t list, your links, your colors — and writes it all into one markdown file.
What it asks you about
- Voice and tone — rhythm, signature phrases, vocabulary, and your Don’t list.
- Story and positioning — origin, your one-liner, your signature offers.
- Ideal client — your favorite client, not all clients.
- Specialization — niche communities, property types, local vocabulary.
- Content pillars — the three to five topics you own. Optional.
- Compliance preferences — state-specific additions, banned phrases.
- Your links brain — booking, digital card, review requests, socials, lead magnets, brokerage, buyer and seller guides.
- Visual identity — your exact hex codes and font names.
Now walk me through the gaps, then write my brand file. Re-read your discovery findings and the gaps. Walk me through these one at a time — ask 2–5 focused questions per section, one or two at a time, and show me each section taking shape as I answer: 0. Confirm facts — where you flagged conflicting FACTS (years in business, office address, phone), just ask me to confirm the correct one. If my bios are inconsistent, flag it and ask which existing bio to use as my reference — store it as-is. 1. Voice & tone — rhythm, signature phrases, vocabulary, my Don't list. Start me with common AI tells to avoid and let me add my own. 2. Story & positioning — origin, one-liner, signature offers. 3. Ideal client — favorite client, not all clients. 4. Specialization — niches, property types, local vocab. 5. Content pillars — optional, let me skip. 6. Compliance preferences — state-specific additions, banned-phrase preferences. 7. Links brain — confirm every link as a COMPLETE https:// URL so they're QR-code and flyer ready. 8. Visual identity — my brand colors (hex codes) and fonts. Skip any I don't have yet. When every section is done, write everything into ONE markdown file named "brand-style-guide-[my-brand]-cfa.md". This file is BOTH my brand reference to paste into Claude Design AND an installable skill, so it must include: 1. A clear "when to use" trigger list for my real estate work. 2. My identity — names, brokerage, market — and the one promise every client should feel. 3. My voice rules, signature phrases, and Don't list. 4. Compliance defaults: Equal Housing Opportunity; brokerage attribution; "not intended to solicit currently listed properties" on PRINT only (omit on social); a soft "consider broker approval for state-specific requirements" note; plus my state additions. 5. A Fair Housing banned-phrase pre-flight — always describe the PROPERTY, never the buyer; when in doubt, leave it out. 6. My Links Brain — every link as a complete https:// URL. 7. My ideal client, my signature offers, and whether social is a core or peripheral channel for me. 8. My visual identity — exact hex codes with priority order (lead color, accent, use sparingly) and fonts — plus the rule that my brokerage logo and my personal or team logo appear at roughly EQUAL visual weight on any piece, so I'm never implied to be my own brokerage. 9. Never reference negative reviews or reputation problems in any generated content. Give me the finished .md file to download.
Block the time and don’t rush the voice section — it’s the part that decides whether anything you make later sounds like you. When Claude finishes, download the file and keep it somewhere you can find it.
Step 4. Set up Claude Design
This is where your brand becomes visual. You paste your brand file in, upload your logos and photos, and Claude Design builds your design system — logo variations, color spectrums, type, components — and stores it permanently. From then on everything you make there comes out on-brand.
- In claude.ai, click Design in the left menu. If you’ve never opened it, that’s normal — most agents haven’t.
- Click the Design systems tab, then Create.
- Paste the blurb below into the company name and blurb field.
- Skip the GitHub, local-code and .fig options. They’re for software teams and Figma designers.
- Add your brand file — either upload the .md into the assets area, or paste the whole thing into the “any other notes” box at the bottom. Both work.
- Drag in your assets: your logo and your broker’s logo, headshots and team photos, hero shots from listings you love, and any flyer or template you want reused as a starting point.
- Submit, then refine by chatting — “lead with the green, use the tan sparingly”, “tighten the logo lockups”.
[Your brand] — a real estate brand serving [market]. Apply my brand colors, fonts, logos, and voice to everything we design.
Be patient after you submit. Claude Design can take fifteen to twenty minutes, sometimes longer. That’s not a hang — it’s building a brand motif, multiple logo variations, a full spectrum for every color, type and statement variations, and a complete set of sections, every one of which you can then change.
This is never locked. Your design system is something you keep editing: add assets, adjust colors, lock in new layouts. Treat the first build as the starting line. And keep your high-res originals in a shared drive — Claude Design holds a working copy, but your team, title company, sign vendor and print shop all need the sources.
Step 5. Launch your first asset
Your brand is loaded. Now make something, in minutes. Every creation starts the same way:
- In Claude Design, click Prototype — or Slide deck for a listing presentation.
- Give it a project name.
- Under Design system, make sure your brand system is selected, not a blank or default one. This is what makes everything come out on-brand.
- Choose High fidelity, then Create.
- Paste your prompt into the describe box and send.
Always check the design system is selected. If it says anything other than your brand’s system, switch it before you create — otherwise the output won’t be on-brand.
First proof — no listing needed
Using my brand, design a "Meet your agent" intro graphic for Instagram (vertical, 1080×1350): [your names], my one-line positioning, space for my headshot, my logo, and a "DM me to get started" call to action. Use my brand colors and fonts, and follow my compliance rules (Equal Housing, attribution).
The listing launch — one listing, five assets
Don’t have a brand-new listing? Run it on your most recent one, active or pending or sold. You’re building the muscle so you’re ready the moment you list next. Before you paste: drag in your hero photos and — the real shortcut — your full MLS printout, which hands over every spec without you typing a thing.
Here's my listing — I've attached the hero photos and my full MLS printout (it has all the specs), and my written description is below. Description: [paste your listing description] Using my brand, create my listing launch set: 1. New-listing announcement — a scroll-stopping flyer, NOT a generic "Just Listed." Lead the headline with the home's single most irresistible feature, or the feeling of living there, pulled from the photos and specs; keep "New Listing" as a small supporting tag, not the star. 2. Open House flyer 3. Social post (single graphic) + caption 4. Social carousel + caption 5. A vertical listing video — under 2 minutes, reel-style, with slow photo pans, smooth transitions, and timed text overlays (address, price, key stats) + a caption Put my brand colors, fonts, and logo on all of them; follow my compliance rules (Equal Housing, attribution, the right disclaimers — print vs. social); write every caption in my voice; and use the right link from my Links Brain where a CTA calls for one.
Write your listing description first. Claude Design does its best work when the words are already nailed. And once the five outputs look right, ask it to save them as standard templates — next listing you drop in the photos and the MLS sheet and say “launch”.
Step 6. Make it permanent
Claude Design handles your visuals. Your brand file can also make Claude write copy in your voice in every chat — listing descriptions, emails, captions, scripts — by installing it as a skill at the account level.
- Go to Settings → Capabilities → Skills.
- Click Add skill and select your brand file.
- Confirm it’s listed.
Account level, not project level. Installed under Settings, the skill rides along in every conversation — that’s what makes Claude write like you everywhere. Claude Design holds your logos and photos; claude.ai can’t store those, but with this skill installed it still has your full brand brain for any copy you ask for.
Draft a just-sold social caption for a 4-bed in [my market], and a follow-up email to a buyer who toured but went quiet two weeks ago.
If it comes back in your voice, with your compliance language and the right links, it’s working everywhere.
Then go further
- Remix any template. Find a layout you love anywhere and say “rebuild this in my brand”. It re-skins it in your colors, fonts and logo.
- Build your social library. New listing, open house countdown, price improvement, under contract, just sold, neighborhood spotlights, market-stat graphics.
- Lead with the database pieces. “What’s your home worth?” calls to action, monthly market updates, testimonial graphics and home-anniversary posts drive the most actual business — lean here, not just on listing flair.
Keep it alive
As your brand evolves, update the file, reinstall the skill and re-paste it into Claude Design. Revisit it quarterly — the first time something sounds or looks off, that’s the file telling you what to fix.
One listing in, five branded pieces out.
Everything below comes out of a single prompt once your brand is loaded — headline written from the photos, compliance in the footer, caption in your voice. The listing is invented.
- A flyer that leads with the home. Not a generic “Just Listed”. The headline comes from the most irresistible thing in the photos, with the new-listing tag playing a supporting role.
- Your two logos, equal weight. Your brand and your brokerage side by side, so no piece ever implies you are your own brokerage.
- Compliance, handled per medium. Equal Housing and attribution everywhere; the “not intended to solicit” line on print only, omitted on social.
- Captions in your voice. Written against your voice rules and your Don’t list, with the right link pulled from your links brain.
- The set, not the one-off. Flyer, open-house sheet, single graphic, carousel and a vertical listing video — all from the same prompt.
The kitchen was built for hosting.
4 bed · 3 bath · 2,410 sqft · single level · 7802 Coral Vine Court
$589,000
The caption it wrote
Some kitchens are for cooking. This one’s for the twelve people who somehow end up in it. Island seating for five, double ovens, and a pass-through to the covered patio so nobody has to miss anything. Four bedrooms, single level, and a backyard that earns its keep. Want the full tour? Link’s in my bio.
Ready to block the ninety minutes? Get the file.
The install guide as a checklist, plus every prompt on this page in one file, emailed to you.
Sending your email also joins the Take It and Run newsletter, so you’ll be the first to hear the moment we release a new build, skill or agent. Unsubscribe any time.
Four builds that start with this one.
Before you block the time.
Why does this take ninety minutes when other builds take twenty?
Because you only do it once, and everything else inherits it. Thirty to forty-five of those minutes are the conversation about your voice, which is the part that decides whether anything you make later sounds like you.
What if my public footprint is thin?
That’s fine, and common for newer agents. Discovery flags everything as a gap and you build it from scratch in the next step — you just answer more questions by hand.
Do I need my colors and fonts already decided?
No. If they exist — a Canva brand kit, your website, a designer’s file — have the hex codes and font names handy. If they don’t, skip those fields and Claude Design proposes a system you can refine by chatting.
Does the brand file work outside Claude Design?
Yes, and that’s the half most people miss. Installed as a skill under Settings, it rides along in every conversation, so listing descriptions, emails, captions and scripts all come out in your voice with your compliance rules baked in.
Once Claude knows your brand, the next question is what to point it at. AI Marketing Academy runs a monthly lab on exactly that, including listing design, and it is where we go for the plays we have not built yet. Here is what you actually get inside it.
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