# BrandKernel

> AI Brand Identity Platform for founders, freelancers, and creators. Excavate your brand identity through AI-guided dialogue, then export it as a reusable Brand Kernel (PDF, JSON, Prompt) that runs on every AI tool. Created by Maximilian Appelt, a brand strategist and designer with 20+ years of experience and 100+ brand excavations.

## Core concept

A "brand kernel" is the documented core of a brand — who you are, what you stand for, how you speak, and why you exist. BrandKernel excavates it across 8 layers (up to ~250 data fields) and makes it your brand's single source of truth, portable across AI tools via export and MCP.

## Key pages

- [Homepage](https://brandkernel.io): What BrandKernel is and how excavation works
- [Method](https://brandkernel.io/method): The 8-layer excavation methodology
- [Blog](https://brandkernel.io/blog): Brand strategy, personal branding, and freelancer branding guides
- [Glossary](https://brandkernel.io/glossary): Definitions of core branding concepts
- [Brand Archetype Quiz](https://brandkernel.io/tools/brand-archetype-quiz): Interactive 12-archetype tool

## Cornerstone guides

- [What Is a Brand Kernel?](https://brandkernel.io/glossary/what-is-a-brand-kernel)
- [The 12 Brand Archetypes](https://brandkernel.io/glossary/brand-archetypes)
- [LinkedIn Profile Optimization for Personal Branding](https://brandkernel.io/blog/linkedin-profile-optimization-personal-branding)
- [LinkedIn Personal Branding Examples for Freelancers](https://brandkernel.io/blog/linkedin-personal-branding-examples-freelancers)
- [Brand Strategy Guide](https://brandkernel.io/blog/brand-strategy-guide-authentic-foundation)
- [Personal Branding for Freelancers](https://brandkernel.io/blog/personal-branding-freelancers-brand-core)

## About

- Founder: Maximilian Appelt — Brand Strategist & Designer
- Focus: brand strategy, brand identity, personal branding, brand archetypes, AI-assisted branding
- Audience: freelancers, solopreneurs, founders, creators