Brand DNA Schema

JSON-LD vocabulary for describing brand identity, narratives, and visual systems.
Published by Markole — version 1.0

Overview

This schema extends Schema.org with properties specific to brand identity and strategy. It is designed to be LLM-agent friendly — AI agents consuming a JSON-LD file using this vocabulary can fully understand a brand's identity, narratives, visual system, and positioning.

The vocabulary is used in JSON-LD exports from Markole's brand DNA platform. Each export embeds the context inline, but processors may also fetch this definition for richer understanding.

Namespace

Prefix: mrkl
Namespace IRI: https://markole.com/schema/brand-dna/
JSON-LD Context URL: https://markole.com/schema/brand-dna
(request with Accept: application/ld+json for machine-readable context)

Brand Properties

Top-level properties on a schema:Brand entity.

Term	Type	Description	Used On
`mrkl:narratives`	Object	Contains all 17 brand narratives — the core strategic building blocks of the brand DNA.	Brand
`mrkl:metaNarratives`	Object	Contains 4 synthesized meta-narratives that group related individual narratives into higher-level strategic themes.	Brand
`mrkl:brandSummary`	Report	The generated brand report summary including title, introduction, sections, and conclusion.	Brand
`mrkl:industry`	String	The industry or market sector the brand operates in.	Brand
`mrkl:productsServices`	String	Description of the products or services the brand offers.	Brand
`mrkl:uniqueSellingPoints`	String	The brand's key differentiators and competitive advantages.	Brand
`mrkl:justification`	String	AI-generated rationale explaining why a particular content choice was made.	Various
`mrkl:sections`	Array of Article	Ordered sections of a brand report, each with a headline and body content.	Report

Narrative Properties

Properties used within individual and special narratives (values, archetype, keywords, audience).

Term	Type	Description	Used On
`mrkl:primaryArchetype`	String	The primary Jungian archetype that defines the brand's universal character (e.g., "The Sage", "The Hero").	Brand Archetype
`mrkl:secondaryArchetype`	String	An optional complementary archetype that adds nuance to the brand character.	Brand Archetype
`mrkl:category`	String	The strategic category a brand keyword belongs to: Purpose, Offering, Differentiator, Audience, or Action.	Brand Keywords
`mrkl:usage`	String	Example of how a brand keyword should be used in context.	Brand Keywords
`mrkl:isStarred`	Boolean	Whether a keyword is marked as a primary/priority keyword.	Brand Keywords
`mrkl:personas`	Set of Person	Target audience personas — detailed profiles of the brand's ideal customers.	Target Audience
`mrkl:childNarratives`	List of String	The individual narrative names that compose a meta-narrative (e.g., Core Code is composed of Vision, Why, and Mission).	Meta-Narrative

Persona Properties

Properties on schema:Person entities within the target audience narrative.

Term	Type	Description	Used On
`mrkl:ageRange`	String	The age range of the persona (e.g., "25-35").	Person
`mrkl:role`	String	The professional or life situation of the persona.	Person
`mrkl:goals`	Array of String	The persona's 2-4 emotionally-charged goals and aspirations.	Person
`mrkl:painPoints`	Array of String	The persona's 2-4 key frustrations and obstacles.	Person
`mrkl:brandRelationship`	String	A narrative describing the persona's journey and relationship with the brand.	Person

Visual Identity Properties

Properties describing the brand's visual system — colors, typography, logos, imagery, and design guidelines.

Term	Type	Description	Used On
`mrkl:colorPalette`	Object	The brand's color system containing light and dark mode palettes with justification.	Brand
`mrkl:lightPalette`	Object	Light mode colors — primary, secondary, accent, background, and foreground hex values.	Color Palette
`mrkl:darkPalette`	Object	Dark mode colors — primary, secondary, accent, background, and foreground hex values.	Color Palette
`mrkl:typography`	Object	The brand's font pairing with primary font, secondary font, and justification.	Brand
`mrkl:primaryFont`	String	The primary font family name for headings and prominent text.	Typography
`mrkl:secondaryFont`	String	The secondary font family name for body text and supporting content.	Typography
`mrkl:logos`	Set of ImageObject	Logo assets in multiple variants: logomark (light/dark) and logotype (light/dark).	Brand
`mrkl:visualIdentityReport`	Object	The comprehensive visual identity analysis including mood, concept, guidelines, and dos/don'ts.	Brand
`mrkl:overallVisualMood`	String	The overall feeling and atmosphere of the visual identity in 2-3 evocative words.	Visual Identity Report
`mrkl:visualConceptStatement`	String	A concise 2-paragraph summary of the brand's visual identity concept.	Visual Identity Report
`mrkl:colorPalettes`	Object	Light and dark color palettes as defined in the visual identity report.	Visual Identity Report
`mrkl:typographySummary`	String	Analysis of the chosen typography, its personality, and usage guidelines.	Visual Identity Report
`mrkl:imagerySummary`	String	Guidelines for photography and illustration style, subject matter, composition, and mood.	Visual Identity Report
`mrkl:layoutCompositionSummary`	String	Principles for visual arrangement — whitespace, grid systems, and balance.	Visual Identity Report
`mrkl:dosAndDonts`	Object	Categorized design guidelines with dos and don'ts for color, typography, imagery, and layout.	Visual Identity Report
`mrkl:brandImagery`	Set of ImageObject	Generated brand imagery assets with their CDN URLs.	Brand
`mrkl:productImagery`	Set of ImageObject	Generated product imagery assets with their CDN URLs.	Brand

Usage Example

{
  "@context": {
    "@vocab": "https://schema.org/",
    "mrkl": "https://markole.com/schema/brand-dna/"
  },
  "@type": "Brand",
  "name": "Acme Corp",
  "mrkl:industry": "Technology",
  "mrkl:narratives": {
    "visionStatementAI": {
      "@type": "DefinedTerm",
      "name": "Vision Statement",
      "description": "To empower every creator..."
    }
  },
  "mrkl:colorPalette": {
    "mrkl:lightPalette": {
      "primary": "#4F46E5",
      "secondary": "#7C3AED"
    }
  }
}

Narratives Reference

The 17 brand narratives are organized into 4 strategic layers:

Foundational Purpose (meta: Core Code)

Vision Statement, Why Statement, Mission Statement

Brand Expression (meta: Expression Sequence)

Brand Archetype, Brand Personality, Brand Values, Tone of Voice

Market Positioning (meta: Market Message)

Target Audience, Positioning Statement, Brand Promise, What Statement

Communication Toolkit (meta: Communication Toolkit)

Brand Story, Brand Keywords, Elevator Pitch, Brand Manifesto, Brand Rituals