brand_guidelines.md

Markdown document

# Brand Guidelines - Youll

## Voice & Tone

- **Expert yet Approachable**: Position as the "Virtual CTO" - knowledgeable technical partner who speaks plainly
- **Confident without Arrogance**: Built on Headspace expertise, proven track record, but never dismissive
- **Empowering**: Focus on what founders CAN achieve, not limitations
- **Direct and Clear**: Non-technical founders are our audience - avoid jargon
- **Premium Quality**: Reflect native-first, no-compromises engineering standards

## Core Value Propositions

1. **Speed to Market**: Native iOS & Android apps in ~4 weeks (not months/years)
2. **Virtual CTO**: Complete product & engineering team for non-technical founders
3. **Premium Quality**: True native apps (Swift/Kotlin), not web wrappers
4. **Battle-Tested**: Built on Headspace expertise and 20+ years agency experience
5. **Own Your Platform**: Customer-owned infrastructure and data, no vendor lock-in
6. **Modular Flexibility**: Choose modules you need, customize to your brand

## Key Messaging Themes

### Primary Theme: Non-Technical Founders
- "Your tech team, without the tech headaches"
- "Focus on content and community, we handle the technology"
- "Enterprise-grade apps without an engineering team"

### Secondary Theme: Speed & Quality
- "Launch in weeks, not years"
- "Native quality, platform speed"
- "Premium apps at platform pricing"

### Tertiary Theme: Ownership & Control
- "Your app, your data, your brand"
- "Deploy to your own cloud"
- "No vendor lock-in"

## Words to Use

### Action Words
- Launch, Deploy, Build, Create, Transform, Scale, Grow, Own, Control
- Empower, Enable, Accelerate, Streamline, Simplify

### Benefit Words
- Native, Premium, Proven, Trusted, Secure, Flexible, Modular
- Enterprise-grade, Production-ready, Battle-tested, Headspace-proven

### Technical (Simplified)
- Native apps (Swift/Kotlin)
- True mobile (not web wrappers)
- Modular architecture
- Full-stack solution

## Words to Avoid

### Competitor Names (Never use in ads)
- Passion.io, Sudor, SupaPass, Uscreen, Mighty Networks
- Circle, Kajabi, Teachable, Thinkific, Playbook, Movement.so

### Negative/Cheap Signals
- Cheap, Free, Budget, Basic, Simple (as in simplistic)
- DIY, Template, Cookie-cutter, Generic

### Overpromising
- "Best" (without substantiation)
- "Guaranteed" (without proof)
- "#1" (without ranking source)
- "Perfect" (absolute claims)

### Jargon (Avoid or Explain)
- SDK, API, Backend, Infrastructure (use only when necessary)
- Framework, Architecture (prefer "system" or "platform")

## Differentiation Messaging

### vs. No-Code/Template Platforms
- "Not a DIY builder - full product team included"
- "Beyond templates - fully customized to your brand"
- "Agency-quality results at platform pricing"

### vs. Custom Development
- "Native quality without the agency price tag"
- "4 weeks, not 12 months"
- "Proven modules, not built from scratch"

### vs. Web Wrappers
- "True native apps, not web wrappers"
- "Swift for iOS, Kotlin for Android"
- "Performance users can feel"

## Character Limits (Google Ads RSA)

- **Headlines:** 30 characters max
- **Descriptions:** 90 characters max
- **Display URL paths:** 15 characters each

## Target Audience Triggers

### Brick & Mortar Going Digital
- Physical studios wanting global reach
- Gym chains, yoga studios, wellness centers

### High-Tier Creators
- 50k+ followers wanting platform ownership
- Moving from "rented land" to "owned land"

### Smart Hardware Brands
- Sauna, ice bath, smart gym manufacturers
- Need companion app + content layer

## CTA Best Practices

### High-Intent CTAs
- "Get Your App Quote"
- "Schedule a Demo"
- "See How It Works"

### Softer CTAs (Awareness)
- "Learn More"
- "Explore Features"
- "See Our Apps"

## Brand Proof Points

- **Headspace Heritage**: Built by the team behind Headspace
- **20+ Years Experience**: Spun off from Work in Progress agency
- **Real Customers**: OtherShip, Tethered, Sanctum, Sunhome Saunas
- **4-Week Delivery**: Consistent deployment timeline
- **Customer-Owned Infrastructure**: Full data ownership from day one

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