1) Founder Narrative → Category POV
Tell the moment you noticed the problem. Turn that story into a point of view on the category. (What’s broken? What will you do differently?)
2) Promise → Proof
Write one promise in 12 words. List 5 proofs (features, policies, social proof) that make it believable. If proof is thin, fix product first.
3) Name, Voice, and Visual System
- Name: Meaningful, pronounceable, searchable.
- Voice: 3 adjectives (e.g., clear, generous, gutsy).
- Visuals: Modular logo set, colour discipline (2 cores + 1 accent), type scale, and a card‑based layout kit.
4) Distinctive Assets
Pick 2–3 fluent devices: a shape language, a sonic sting, a sign‑off phrase. Use them everywhere until they’re memory.
5) Zero‑to‑One Launch Plan (100 Days)
- Days 1–10: Message‑market fit workshop, promise→proof map
- Days 11–30: Brand kit, website V1, sales deck
- Days 31–60: 2 social series + 3 landing variants
- Days 61–100: PR seed list, 3 founder essays, case‑study template
6) Measurement that Grows Up
Track aided/unaided recall, direct traffic, win rates, and CAC payback—not just likes. Run quarterly asset consistency audits.
FAQ
Q1. Do we need a logo first? No—get the promise and POV right; visuals flow from that.
Q2. Budget tips? Spend on strategy and templates; rent fancy production later.