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
We put an early-stage startup's brand into words: who it is for, the problem it solves, why it beats the current workaround and how it should sound. The positioning is sharp enough to use in a pitch deck, on the homepage and in investor emails without rewriting each time. We work from your stage and evidence, not from big-company brand theory.
What is included
- What you getA startup brand platform as formatted text: depending on the package, positioning and value proposition, mission and values, tone of voice with examples and ready lines for the pitch and homepage. It is a written guide with recommendations, not a visual brand book with layouts or design files.
- PositioningOne sentence on who, what and why you
- Value propositionThe gain over the current workaround
- Mission and valuesFrom Standard: written for a small team
- Pitch and homepage linesIn Premium: tagline, hero line and one-liner
How it works
- 1BriefYou describe the product and market
- 2PositioningWe find the angle that sets you apart
- 3PlatformWe write the brand platform
What we need from you
What you build and for whom, the problem and current alternatives, your traction so far, competitors, the founders' story and your logo as a picture if you have one.
We will ask you:
- What does your startup do and for whom?
- What do customers use today instead?
- What traction or proof do you have?
- How should the brand feel?
Compare packages
| Packages | BasicPositioning and tone of voice$19 | StandardStartup brand platform$39 | PremiumPlatform with pitch and homepage messaging$79 |
|---|---|---|---|
| Deadline | 1 day | 2 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Positioning and tone of voice | Yes | Yes | Yes |
| Mission and values | No | Yes | Yes |
| Pitch and homepage lines | 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
We may pivot. Is it worth it now?
Yes, a clear platform makes it easier to see what changes in a pivot. Start with Basic if things are moving fast.
Do you name startups?
Not in this service. We work with the name you have.
Do I get a visual identity?
No. This is a written guide; a designer can build the visuals from it.