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
Online schools talk to students in many places at once: course pages, webinars, onboarding emails, chat support and certificates, and the tone often drifts from salesy to dry. We write a brand guide for your school or course business: who your learners are, the promise you can honestly make about results, how you sound when selling and when teaching, and how to write to students who fall behind. The full version adds colours and fonts for your platform and slides.
What is included
- What you getA written brand guide for your school: tone of voice with examples for course pages, student emails and support replies, 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.
- Selling vs teaching voiceOne brand, two modes, clear rules
- Honest promiseResults you can stand behind
- Student messagesOnboarding, reminders, support replies
- PositioningFrom Standard: why learners pick you
- Colours and fontsIn Premium: for platform and slides
How it works
- 1BriefYou describe courses and learners
- 2Strategy and writingWe define promise and voice
- 3DeliveryYou get the guide and can ask for changes
What we need from you
Your courses, learners, competing schools, the results students actually get and, if you have one, your logo as a picture.
We will ask you:
- What do you teach and in what format?
- Who are your students?
- What results do students really get?
- Which schools do students compare you 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 |
| Student 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 help with refund complaints?
It includes example replies for unhappy students in your voice. Your refund policy itself stays your decision.
Can teachers write in their own way?
Yes, the guide separates brand rules from what each teacher may keep personal.
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.