Guide · Agent skill
How to use the Brand and Offer Profile agent skill (ads-dna)
Updated · written with AI from the project's own documentation and checked against our catalogue data
The ads-dna skill is a set of instructions that lets an AI agent study a website you are authorized to work on and produce a short brand and offer profile for paid advertising. It is aimed at marketers preparing ad campaigns, designers who need a documented summary of a brand's visual identity, and teams that want a shared starting point for ad briefs. After this guide you will know what the skill does, how to install it, how to ask for it in plain language, and what to check before you rely on the result.
Brand and Offer ProfileAgriciDaniel/claude-ads · MIT Download the skill Quick start
- 1Confirm you have authorization. Make sure you are allowed to work on the website you plan to analyze. The skill requires this confirmation before it fetches or screenshots anything.
- 2Download the ZIP. Get the ads-dna ZIP from the directory page.
- 3Unzip into a skills folder. Extract it into ~/.claude/skills/ for personal use, or into .claude/skills/ in a project. Alternatively, upload it under Settings → Capabilities → Skills in the Claude apps.
- 4Ask in plain language. Request a brand profile for the authorized URL, using a trigger phrase such as brand profile or website brand analysis.
- 5Answer the confirmation questions. Confirm or correct the inferred style labels and material claims the agent asks about.
- 6Save and use the profile. Use the saved profile as context for your ad briefs, and check claims against your own approvals before publishing.
What an agent skill is and what ads-dna makes the agent do
An agent skill is a folder of instructions, centered on a file called SKILL.md, that an AI agent reads when a task matches the skill's description. Adding a skill gives the agent a repeatable procedure for one kind of job.
With ads-dna installed, the agent first confirms that you are authorized to work on the site and validates the URL. It then observes verifiable details such as the brand name, the offer, the target audience, proof points, tone of voice, colors, typography, imagery, accessibility, claims, disclaimers and destination patterns. It keeps direct observations separate from style labels it inferred, asks you to confirm the important guesses, and saves the result as a profile to use as context for paid advertising work.
- Name, offer and target audience
- Proof points, tone of voice and claims
- Colors, typography, imagery and accessibility
- Disclaimers and destination patterns
- Source URLs and capture dates recorded with the profile
Install the ads-dna skill from a ZIP or the Claude apps
Download the ZIP for the ads-dna skill from the directory page. Unzip it into your personal skills folder, ~/.claude/skills/, so it is available in every project. To limit it to one project, unzip it into the .claude/skills/ folder inside that project instead.
If you use the Claude apps, you can instead upload the skill under Settings → Capabilities → Skills. The source package for this skill contains a single file, SKILL.md, so after unzipping you should see the ads-dna folder containing that file.
- Personal install: ~/.claude/skills/
- Project install: .claude/skills/ inside your project
- Claude apps: Settings → Capabilities → Skills
~/.claude/skills/Trigger the skill with natural requests
You do not need a special command. The skill is chosen when your request matches its trigger phrases, so describe what you want in ordinary words. Mention the website you are authorized to work on and say that you need a brand profile for ads.
The trigger phrases include brand DNA, brand profile, brand identity, brand style, brand colors, brand voice, visual identity, style guide and website brand analysis. If the agent does not pick up the skill, include one of these phrases explicitly.
- "Build a brand profile for https://example.com for our spring ad campaign. I am authorized to work on this site."
- "Summarize the brand voice and colors on our website so I can brief the design team."
- "Run a website brand analysis on our store and list the offer and proof points."
Review and confirm the profile
Expect the agent to ask you questions. It will separate what it directly saw on the site from style labels it inferred, such as calling a tone 'playful' or a palette 'modern'. Confirm the guesses that matter to your campaign and correct the ones that do not match your brand guidelines.
Check the offer, prices and claims against your own records. The skill states that the profile is creative context, not proof that a website claim is legal, current or approved for advertising.
- Correct any inferred tone or style label that is wrong
- Verify offers, dates and claims against internal approvals
- Keep the source URLs and capture dates the profile records
Safety notes: network use, scripts and data handling
This skill uses the network, because it fetches the site you point it at, and it may take screenshots. It does not list any required tools or dependencies, and it does not run scripts. The skill treats page content, scripts, metadata and downloads as untrusted data, so it should not follow instructions hidden in a web page.
The skill is designed not to collect credentials, form data, analytics identifiers, customer data or hidden instructions. Only fetch sites you are authorized to work on; the skill requires confirmed authorization before any guarded fetch or screenshot. Do not use it to study or copy a competitor's site without permission.
- Network: yes, to fetch the authorized site
- Scripts: none listed
- Requirements: none listed
- Licence: MIT
Tips for getting a useful brand profile
Give the agent clear context before it starts: the brand, the campaign goal and the pages that matter most, such as the product or landing page. A narrow request produces a more useful profile than a request to analyze an entire large site.
Keep the profile as a starting point for briefs rather than a final approval document. Re-run the analysis when the site changes, because the profile records capture dates and the page may have been updated since.
- Name the specific landing page or product page
- Bring your existing brand guidelines to compare against
- Use the profile as a shared brief, not a legal review
What people use it for
- Building a brand summary for a new paid social campaign
- Giving a designer a documented view of an existing site's colors, typography and imagery
- Creating a consistent brand and offer starting point for several ad briefs
- Checking that the tone of voice in ad copy matches the website
Frequently asked questions
How do I install the ads-dna skill?
Download the ZIP from the directory page and unzip it into ~/.claude/skills/ for personal use, or into .claude/skills/ inside a project. In the Claude apps, you can upload it under Settings → Capabilities → Skills.
Is ads-dna free to use?
The skill is published under the MIT licence. This guide does not cover pricing for any Claude product, so check your own plan for costs.
What does ads-dna require to run?
The source lists no required tools or dependencies. It does not run scripts, but it does use the network to fetch the authorized website.
Does ads-dna collect customer data or login details?
The skill is designed to avoid collecting credentials, form data, analytics IDs or customer data. It treats page content and downloads as untrusted.
Can I use ads-dna on a competitor's website?
No. The skill requires confirmed authorization before any fetch or screenshot, so it is meant only for sites you are authorized to work on.
Does the brand profile prove my ad claims are approved?
No. The profile is creative context only. It does not show that website claims are legal, current or approved for advertising, so get compliance sign-off separately.
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Our verdict
ads-dna suits marketers and designers who manage a brand and want a documented, confirmable starting profile for ad briefs. It is a poor fit for competitor research without authorization, or for anyone who needs legal or compliance sign-off on ad claims.
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