Payment protectionDetails
- Revisions within the package are free.
- If you do not respond within 3 days of delivery, the work is accepted automatically.
The money is reserved when you pay and released only once you accept the work.
Example result
Brand platform and tone of voice: Hearth & Loaf bakery
Mission
We bake bread the slow way so our neighbours can have something honest on the table every day.
Values
- Patience. Every loaf ferments for 36 hours. We don't rush dough or people.
- Openness. You can see the ovens from the counter and ask us anything about ingredients.
- Neighbourliness. We know regulars by name and give unsold bread to the local food bank each evening.
- Craft over shine. A cracked crust matters more to us than perfect packaging.
Audience
Core: working parents and young professionals aged 28–45 who live within a 15-minute walk, care about what they eat and buy bread 3–4 times a week. Secondary: cafés and small restaurants looking for a reliable daily bread supplier.
Positioning
For locals who want real bread without a trip across town, Hearth & Loaf is the corner bakery that does slow fermentation every single day. Unlike supermarket "artisan" ranges, we bake on site and sell out by evening, so nothing on the shelf is older than this morning.
Tone of voice
Warm, plain-spoken, a little playful. We sound like the baker chatting over the counter, not like a menu in a fine-dining restaurant.
| We are | We are not |
|---|---|
| Friendly and direct | Overly cute or full of puns |
| Confident about our craft | Snobbish about other bread |
| Specific: hours, grains, temperatures | Vague: "the finest ingredients" |
Do and don't
Do: "Rye is back! Out of the oven at 7:30, usually gone by noon." Don't: "Indulge in our exquisite artisanal rye experience."
Do: "Sorry, the seeded loaf sold out today. We'll bake two extra trays tomorrow." Don't: "Due to high demand, this product is currently unavailable."
Do: "Our starter is eleven years old and still going strong." Don't: "Heritage leaven crafted with passion since 2015."
Words we use
fresh this morning, slow-fermented, from our oven, neighbours, sold out
Words we avoid
artisanal, exquisite, premium, indulge, curated
Client: Hearth & Loaf, a neighbourhood sourdough bakery with two shops and a weekend market stall.
The client and all details are made up.
About this service
Patients choose a clinic when they are anxious, so the brand has to sound calm, clear and trustworthy without promising cures. We write a brand guide for your dental or medical clinic: how you speak on the website, at reception and in appointment reminders, what makes you different from the clinic down the street and which words to avoid, such as "painless" or "100% results". In the full version you also get colours and fonts suited to a clean, reassuring look.
What is included
- What you getA written brand guide for your clinic: tone of voice with do and don't phrases for patients, and depending on the package, mission, values and positioning, plus colours with hex codes and font pairs. A written guide, not a visual brand book.
- Calm, clear voiceRules for talking to anxious patients
- Patient touchpointsWebsite, reception, reminders and reviews
- Words to avoidOverpromises and frightening terms
- PositioningFrom Standard: why patients choose you
- Colours and fontsIn Premium: a clean, reassuring palette
How it works
- 1BriefYou describe the clinic and patients
- 2Strategy and writingWe define voice and write examples
- 3DeliveryYou get the guide and can ask for changes
What we need from you
What the clinic treats, who your patients are, nearby competitors, how you want patients to feel and, if you have one, your logo as a picture.
We will ask you:
- What does your clinic treat?
- Who are your typical patients?
- How should patients feel after contacting you?
- Which clinics nearby do you compete with?
Compare packages
| Packages | BasicTone of voice guide$19 | StandardBrand platform and voice$39 | PremiumFull brand guide text$79 |
|---|---|---|---|
| Deadline | 1 day | 2 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Tone of voice with examples | Yes | Yes | Yes |
| Patient message examples | Yes | Yes | Yes |
| Brand platform | No | Yes | Yes |
| Colours and fonts | No | No | Yes |
| Order Basic | Order Standard | Order Premium |
Payment protection
You pay when you order, but the money is released only for accepted work.
- Fixed priceThe package price does not change after you pay.
- The money is reservedWhen you pay, the amount is only reserved. It is released to the service once you accept the work.
- Checked before deliveryEvery result goes through a quality check before it reaches you, and you see it on the order page before accepting it.
- Free revisionsAsk for changes within your brief as many times as the package allows.
- Acceptance after 3 daysIf within 3 days of delivery you neither accept the work nor ask for changes, it is accepted automatically. If you write in the order chat after delivery, the order waits; once we answer, we may start the 3 days again and will say so in the chat.
- Redo or a full refundIf the result does not match your brief and the revisions did not fix it, or the work takes more than twice its deadline, write in the order chat: we will redo the work or refund the payment in full.
Questions and answers
Will the guide cover medical advertising rules?
We steer the wording away from overpromises, but rules differ by country. Check claims with your local regulations; this is not legal advice.
Can staff use it for phone calls?
Yes, the examples include phrases for reception and appointment reminders.
Do I get a visual brand book with layouts?
No, it is a written guide with colour codes and font recommendations, without layouts or design files.