Lesson 2 of 5 · 4 min
Know what you stand for
A logo and colors tell people what you look like. They do not tell people what you are about. Before you write anything into Postfjord, answer four questions. You do not need a workshop. Ten minutes and a notes app is enough.
The four questions
- Who is this for? Not "everyone". One kind of person you would be glad to see walk in.
- What do you do for them? One sentence, with no big words. "We roast coffee in small batches and ship it fresh."
- Why you? What is true for you and not for the place down the road? A real fact beats a feeling: "One farm in Colombia", "open since 2014", "the owner answers every message".
- How do you sound in person? Picture your best customer in front of you. Do you joke? Do you keep it short? Do you explain a lot?
Write plain answers
Short sentences. Numbers and names instead of adjectives. Compare these two:
- "We offer premium, high-quality artisan coffee."
- "We roast 40 pounds a week in our shop in Portland, and ship the same day."
The second one is something you could put in a caption. The first is something anyone could say.
Two lists that help later
- Always: things you do in every post. "Mention the roast date." "Say the price in dollars."
- Never: things you would cringe at. "No all caps." "No talking about discounts."
Write three of each. Short is fine.
Before the next lesson
Keep your four answers and your two lists. In the next lesson you paste them into Postfjord.
Quick check · 3 questions
Check what stuck
Which sentence is the better answer to "Why you?"
Show the answer
We bake with flour from one mill 20 miles away, and the owner answers every message. A real fact that is true only for you is something a customer can believe.
What goes on the Never list?
Show the answer
Things you would cringe at in a post, like all caps or talking about discounts. The Never list keeps your posts from drifting into a voice that is not yours.
How long should your answers be?
Show the answer
A few plain sentences each. Short, plain sentences are easy to use in a caption and easy for a team to follow.
In this course
- 1Set up your brand kitLet Postfjord read your website for your logo, colors and fonts, check them once, and save them as your brand kit. · 4 min
- 2Know what you stand forAnswer four plain questions about your business, in your own words, before you write a single brand rule. · 4 min
- 3One voice in every captionWrite your brand voice into Postfjord once, so every draft, from you, your team or Bo, sounds like the same person. · 5 min
- 4Your look on any designTake a template in any colors and put your colors, fonts and logo on it in one click, then try new looks that stay yours. · 4 min
- 5Keep it the same across a teamLock the brand so nobody can change it by mistake, give everyone the same voice, and use the Brand report for the bigger picture. · 5 min