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The Playbook / Brand

1. Brand

Name, positioning, voice, visuals. One style guide the whole pipeline reads.

Define the brand before touching code. Output: a brand style guide the whole pipeline reads.

Steps

  1. Pick the name.
  2. Secure the domain (Namecheap).
  3. Best move once the domain is yours: put up a coming-soon page the same day (see the soft open, chapter 6). Indexing starts, emails start collecting, day one of launch finds an audience waiting.
  4. Check social handle availability (namechk).
  5. Check trademark collisions (USPTO search).
  6. Write the positioning sentence: who it serves, what it does, why it wins. If you cannot write it, the brand is not defined yet.
  7. Define the voice: register, sentence rhythm, banned words. Pick an existing style file or write a new one.
  8. Lock the color palette (Coolors).
  9. Lock the typography (Google Fonts).
  10. Lock the logo and the imagery style.
  11. Write the brand style guide as ONE file in the project repo. Every agent loads it before writing a word or styling a page.
  12. Write COMPANY.md at the repo root: legal name, founding date, address, contact email, logo, colors, fonts, service area. It feeds schema, legal pages, and footers, and no fact ever gets asked twice.

Done when

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