# 01 · Your brand

> ~5 min. The essentials: who you are, your tone, what inspires you.

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## Name

- **Commercial name** (shown on the site): [...]
- **Legal name** (if different): [...]
- **Slogan / tagline** (if existing): [...]

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## Mission & values

**Why your company exists** (1 sentence):
> [ex: Make exceptional coffee accessible without middlemen.]

**3 values that define you**:
> [ex: Authenticity · Transparency · Simplicity]

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## Tone of voice

**We use**:
- [ ] Casual address ("you" informal)
- [ ] Formal address ("you" formal)

**Style** *(check)*:
- [ ] Casual / laid-back
- [ ] Accessible / warm
- [ ] Professional / polished
- [ ] Technical / expert

**Humour**:
- [ ] None
- [ ] Subtle
- [ ] Present

**Words to avoid** (don't sound like you):
> [ex: "premium", "leader", "innovative"]

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## Brands that inspire you

**3 brands you admire** (any industry):

1. **[Name]** — what we love: [...]
2. **[Name]** — what we love: [...]
3. **[Name]** — what we love: [...]