Brand at a glance
The name, the tagline, a one-line description of what you sell and the category you actually compete in.
Free brand kit from your website
Brand DNA
Paste your site and we'll read it the way a stranger does, then hand back a 10 part brand kit: mission, audience, archetype, voice, your real colours and type, messaging and ready-made ad and email copy.
What you get
10 sections, written for your brand.
A brand kit is the document most brands never get around to writing. It is the answer to who you are, who you are for, how you sound and how you look, in one place, so everyone working on the brand is working from the same page. This one is built from your own site, so it starts from what you already say rather than a blank template.
Foundations
Mission, vision, positioning and the promise you make, plus your values and what makes you different.
Audience
Who you are clearly for, who else you pick up along the way, and who you are not for.
Personality
Your brand archetype and why it fits, scored against traits like warmth, boldness and precision.
Voice
How you sound, written as principles with a matching do and do-not example, tone scales, and before-and-after rewrites.
Verbal identity
Alternative taglines, short and long boilerplate, an elevator pitch, and the words you use and avoid.
Visual identity
The real colour palette pulled from your site with hex values and roles, your type stack, logo usage and imagery direction.
Messaging
Value propositions with the proof behind each one, your proof points, and answers to the objections buyers raise.
Applications
Ready to use ad headlines, email subject lines, a meta description and a product or service blurb.
Gaps to close
The parts of your brand the site never says out loud, why each one costs you, and how to fix it.
Who it is for
Useful the moment more than one person touches the brand.
If you write every word and pick every colour yourself, you already have a brand kit in your head. The trouble starts when someone else writes an ad, builds a landing page or answers an email.
Brands with no written guidelines
You have a look and a voice, they just live in a founder's head. This writes them down so the next hire, agency or freelancer can follow them.
Teams briefing an agency or a designer
Hand this over instead of a moodboard. Everyone starts from the same palette, the same voice and the same audience.
Anyone about to scale ad spend
Ads that sound nothing like the site convert badly and cost more. The kit gives you angles, objections and headlines that match.
Founders checking what strangers see
This is your brand read cold, by something with no context. If it comes back wrong, your site is saying the wrong thing.
What it is built from
Your own words, colours and type.
The tool reads your home page first, then follows your nav to the pages that carry the story: about, services or collections, FAQ, reviews and contact. It pulls the colours out of your CSS with their real hex values, reads your font stacks, and collects every heading and button label to work out how you sound.
The report lists the exact paths it read, so you can check the source yourself.
Stated or inferred, marked either way
Most sites never state a mission, a vision or an audience. Rather than invent one and present it as fact, every section is labelled.
- STATED
- You say this on the site in plain words. It is quoted back to you, not rewritten.
- INFERRED
- The site does not say it, so this is a read between the lines. Treat it as a first draft to argue with, not a decision already made.
The kit also gives an overall confidence rating with a note on why, and closes with a list of gaps: the things a buyer would want to know that your site never says.
One thing it is not
This is not a logo generator.
A logo generator invents a look
You type a name, it hands back a mark, a font and a palette it made up. None of it is connected to what you sell, who buys it or what you already have live. You end up with a second identity that fights the one on your site.
This documents the brand you already have
No new logo, no invented palette. It reports the colours and type already running on your site, names the positioning your copy implies, and writes the voice you are already using so the next person can use it too. Then it tells you where it is thin.
It is closer to a strategy document than a design asset. Take it to a designer and they will know what to draw. Take a logo generator to a designer and they will start again.
Want the brand built out properly?
Run the kit, then let our team turn it into the site, the ads and the emails that actually sound like you.
Before you ask
Questions, answered.
It is the document a designer, a copywriter or an agency asks you for on day one. Ours covers ten things: your positioning and promise, your values, who you are for and who you are not for, your brand archetype and personality, how you should sound, your verbal identity including boilerplate and taglines, your real colour palette and type stack, your messaging and proof, ready-to-use ad headlines and email subject lines, and the gaps your site has not closed yet.
We read your home page first, then find and read your core pages: about, services or products, FAQ, reviews and contact. We pull the things your site literally declares, including your Organisation schema, your CSS colour tokens, the hex values you use most, your font stacks, your headings and your button labels. Then we read what all of that adds up to. The report lists every page it read, so you can see what it was working from.
No, and that is the point of the two labels in the report. Anything marked stated is something your site actually says. Anything marked inferred is us reading between the lines of your language and choices. We never invent a founding date, a headcount, an award or a customer number. If your site does not say it, the report does not claim it.
Real. We pull the CSS custom properties and the hex values your site uses most, plus the font stacks and any web fonts you load, and the palette in your kit is built from those. If your site has a proper set of brand tokens we will find them. If it does not, that itself tells you something worth knowing.
Anyone about to brief a designer, hire an agency, write a landing page, or hand their brand to someone new. It is also useful if you have never written any of this down and your brand currently lives in your head. Founders, marketing managers and agencies all use it as the starting document rather than the finished one.
Yes. You get the full kit on screen, a print-ready version you can save as a PDF, and a Markdown file you can drop straight into Notion, Google Docs or a brief. Nothing is held back behind an email form.
Yes, and there is no email wall. You paste a URL and get the kit on the page. You can run a few a day at no cost, which is enough to do your own brand and a couple of competitors.