This is the canonical brand identity for POM AI (Peace of Mind AI), the AI automation agency that builds AI around small and mid-sized businesses, owned by you, paid back in 90 days. It is also the lead Heritage tier sample. Every voice attribute is cited from real client meetings. Every pricing tier is canonical. Every color is locked.
Ten sections plus an appendix. Start anywhere. The full Heritage canon is here: strategy, voice, copy, personas, messaging architecture, visual system, team, and reference.
POM AI is an AI automation agency. We build websites, brand systems, and AI implementations that replace a small business's disconnected software stack with one platform they own. We save clients $500 to $2,000 a month by removing tools, not adding more.
Three things make us different from every other AI agency in the SMB space.
One.We build brand-first. Every Heritage engagement opens with a brand guide that drives every downstream build, because AI without brand input produces generic output. The brand guide is not a deliverable. It is the seed file that makes Ouroboros, our proprietary brain, build like the client instead of like an algorithm.
Two.We build, we do not integrate. Most AI agencies wrap AI around the stack you already pay for. We replace the stack. One platform you own, built on Ouroboros, that learns from every interaction. This is the only model where the math works for a 1-to-10-person business.
Three.We risk the revenue. The 90-Day ROI Lock: if we do not deliver ROI in 90 days from system launch, we work for free until we do. Written into the terms. No other agency in this space does this. The 90-Day ROI Lock applies to Starter, Growth, and Scale subscriptions.
Our voice is Authoritative, Generous, Magnetic, and Direct. Our archetypes are Sage (the expertise wedge) and Outlaw (the anti-agency posture). Our brand promise: AI built around your business. Owned by you. Paid back in 90 days.
This guide locks the brand. The next 25,000 words show how it works.
The foundation. Every line of copy and every visual decision in this guide flows downstream of this section.
That is the canonical sentence. It is not marketing copy. It is the founder describing what gets built. Every page of website copy, every proposal, every pitch deck flows downstream of this.
The promise carries four ideas, each load-bearing.
The brand guide leads. Every system, agent, and asset is built downstream of it. AI is only as good as the input. The brand input is what separates POM AI's work from a generic ChatGPT integration.
Not a service retainer. Not a list of consultants. A platform: Ouroboros (the brain) plus a reusable agent library (the workers) plus the integration layer (websites, CRM, dashboards, content systems) that connects to the business.
The clarifying phrase. SaaS does not give you ownership. Anthropic's Claude does not give you ownership. White-label AI agency wrappers do not give you ownership. POM AI delivers a system the client owns and can run, audit, and modify even after the engagement ends.
The promise replaces "Smarter Systems. Simpler Business." as the lead. The tagline survives as a sign-off, footer, business card, email signature. The promise leads.
POM AI sits at the intersection of two archetypes. One brings the expertise. One brings the bite. Used in combination, they are how Baley actually talks in the room, and they are unmistakable from any other AI agency.
Sage + Magician would lock us into "before-and-after transformation" framing. We do produce transformation, but Magician brands lean on mystery. POM AI's bite is anti-mystery: we show the backstage, we show receipts, we say "I did it. And AI did it." Outlaw beats Magician here.
Sage + Hero would put us in the trenches with the client as their champion. But the SMB owner does not want a Hero. They want their time back. They want the risk on us. Outlaw delivers that posture; Hero would create another performance for them to manage.
Sage + Caregiver would soften the bite that closes deals. Baley closes by saying "If we don't get you your ROI in 90 days, we work for free until you do." That is a dare, not a hug. Caregiver would mute it.
Sage gives the depth. Outlaw gives the dare. Together they make POM AI singular.
The formal positioning statement, for internal use and sales enablement:
The version we say out loud in a sales room, derived from the same statement:
Every Heritage engagement uses these six as the spine of the proposal. The first three are the wedges. The next three are the reasons to believe.
POM AI competes for the same client dollar against four categories. We win against three of them on positioning. The fourth is the strategic threat we plan around.
| Vector | Threat | Opportunity |
|---|---|---|
| Brand voice differentiation | "AI agency" is becoming generic. | Heritage tier brand-first method is unmistakable. Lean in. |
| Pricing anchor | Consumer AI sets $97/month anchor. | Heritage brand kit + Scale subscription stack reframes pricing conversation upward. |
| Anthropic SMB product | Direct competition for entry-tier client. | 3-layer story repositions POM AI as the implementation layer Anthropic cannot ship. |
| AI commodification | Every agency claims AI. | Ouroboros + Agent Library + brand-first methodology make POM AI provably specific. |
| Trust deficit (AI hype fatigue) | Prospects are tired of being sold AI. | 90-Day ROI Lock + free-website model + no upfront fees flip the trust math. We risk first. |
| Talent saturation in AAA grads | $5K-$15K chatbot agencies flood the market. | Heritage brand kit ($5K) repositions POM AI above the AAA-grad ceiling on positioning. |
| Privacy and regulation tightening | Cross-border data flow scrutiny growing. | Canadian / PIPEDA compliance as default becomes a moat for health, finance, legal buyers. |
| Founder bandwidth | Baley still leads most sales and brand work. | Co-founders Jack and James add senior bandwidth without diluting voice. |
Authoritative, Generous, Magnetic, Direct. In that order of dominance. Every trait below was defined by Baley in his own voice and validated against 45 hours of mined meeting transcripts. Tap any card to see verbatim citations and dial notes.
| AI-flavored (do not say) | POM AI (say this) |
|---|---|
| Limited-time offer. Act now and save. | I don't believe in selling you on plans you don't need. |
| Our generous pricing makes premium AI accessible. | The model of the website is complimentary. Even if you don't go on a plan, you'll still get the website. |
| We deliver immense value to our clients. | I would always start with the 149. Let's get the website going. |
| Investment starts at $699/mo, but the ROI is incredible. | I'm not going to tell you the price until you know the value. |
| Schedule a free strategy call. No obligation. | We'd never want you to make a decision on this call. And yes, go get other quotes for sure. |
| AI-flavored (do not say) | POM AI (say this) |
|---|---|
| Unlock the power of AI for your business. | We don't chase business. Business comes to us. |
| Let us show you how we can transform your operations. | You're my type of people. |
| Our innovative, game-changing platform... | If you dream it, we can put it together. |
| Experience the future of business automation. | Nine times out of 10, people want what we have. |
| Discover what we can do for you. | This woman sees things people don't say out loud and isn't afraid to go there. |
| AI-flavored (do not say) | POM AI (say this) |
|---|---|
| Perhaps we might explore some optimization opportunities. | Your brand doesn't match your ambition right now. |
| It's worth noting that AI could potentially be helpful here. | If you choose not to use AI, you will become obsolete. |
| In other words, our team would love to support you on this journey. | If something is broken, we say so. If we're not the right fit, we say that too. |
| To be clear, we believe deeply in transparency. | I did it. And AI did it. |
| We aim to deliver truly transformative experiences. | Straight talk builds trust faster than any funnel. |
| That said, we'd be happy to discuss further options. | We'd never want you to make a decision on this call. Go get other quotes for sure. |
Same voice, different volume. The four traits are constant. The mix shifts.
| Channel | Authoritative | Generous | Magnetic | Direct |
|---|---|---|---|---|
| Website homepage | High | Medium | High | Medium |
| Heritage brand kit cover | MAX | Medium | High | Medium |
| Sales discovery (first 15 min) | Medium | High | High | Low |
| Sales discovery (audit reveal) | MAX | Medium | Medium | High |
| Proposal document | High | High | Medium | High |
| Cold email | Medium | High | High | Medium |
| LinkedIn DM | Medium | High | Medium | Medium |
| LinkedIn post | High | High | High | Medium |
| Networking event (in-room) | Medium | MAX | MAX | Low |
| Client kickoff call | High | High | Medium | High |
| Client support thread | Low | MAX | Low | Medium |
| Internal Slack | Medium | High | Low | High |
| Internal team meeting | Medium | MAX | Medium | High |
| Podcast pitch | High | High | High | Medium |
| Public speaking | MAX | High | MAX | MAX |
Every piece of content in POM AI flows from one of the four pillars, supports one of the proof points, and tells one of the canonical stories.
The ready-to-use copy library. Tagline, brand promise, elevator pitch in two lengths, boilerplate in three lengths, social bios for every platform, the key phrases dictionary, the email signature, and the ten canonical sales scripts.
The tagline survived the v3 rebuild because it does work the brand promise cannot do. Five words, two clauses, a built-in cadence. It is the closer, not the opener.
Use these. They are POM AI's branded terms.
| Term | Use it when |
|---|---|
| AI digital employees | Always. Replaces "AI agents" in client-facing copy. Coined April 27 with Scott King; adopted with Cheryl Foley May 12. |
| Ouroboros | Scale subscription and Heritage brand kit tiers only. Lower tiers use the descriptive sell ("the brain that learns"). |
| The 90-Day ROI Lock | Always. The full term, not "90-day guarantee" or "ROI guarantee." |
| Brand-First Methodology | Whenever describing how POM AI sequences an engagement. |
| Build-Not-Integrate | The signature differentiator, used whenever a prospect asks why we do not "just connect" their existing tools. |
| Stack subtraction | Used to teach the differentiator. "Most agencies are addition-stacked. We are subtraction-stacked." |
| Show receipts | Always. Replaces "share results," "demonstrate value," "prove ROI." |
| Complimentary | At Heritage tier. "Free" still acceptable at lower tiers and in casual contexts. |
| The Agent Library | Pre-built reusable agents we deploy and customize per client. Proper-noun caps when referring to it as a POM AI asset. |
| Partners, not clients | Used to reset relationship framing. Caught and self-corrected by Baley on the Chelsea call. |
| AI built around your business. Owned by you. Paid back in 90 days. | The full brand promise. Use in headlines and hero copy. |
| Smarter Systems. Simpler Business. | Sign-off only. Footer, email, business card, podcast outro. Never the lead. |
| AI Arbitrage | Internal-facing only. The business model in one phrase. |
| Heritage tier | The top brand kit ($5,000 one-time). Always proper noun. |
| Scale tier | The top subscription ($2,499/month). Always proper noun. |
Banned. Strip from all client-facing copy. Em dashes. "Bloated." "Leverage." "Synergy." "Optimize." "Solutions." "Comprehensive." "Robust." "Seamless." "Cutting-edge." "Game-changing." "Transformative" (unless literally describing transformation as the service). "Empower." "Unlock." "Drive." "Fuel." "Best-in-class." "World-class." "Industry-leading." "In today's fast-paced world." "In the digital age." "Not just X, but Y." "Here's the thing." "It's worth noting." "At its core." "In other words." "This is where." "That said." "To be clear." "The reality is." "What this means is." "Truly." "Deeply." "Incredibly." "Fundamentally." "Essentially." "Absolutely." "Completely." "Totally." Full forbidden vocabulary documented in Appendix B.
Every POM AI team member uses one of five canonical email signature templates paired with one banner. Pick the variant that fits the conversation, then pick the banner that fits the moment. All renders below are email-client safe (Gmail, Outlook, Apple Mail, HubSpot, Front). Logo embedded as base64.
For maximum visual richness, the same designs can be rendered as a single image with text baked in using Gamma (paste the HTML, export as PNG) or Higgsfield (generate a custom image-with-text composition). Image-based signatures embed as a single PNG, render identically across all email clients, and never break formatting. The trade-off: links inside the image require image-map workarounds. Recommended approach: use the HTML version for everyday email, the image version for high-stakes outreach (Heritage tier proposals, podcast pitches, partnership decks).
Default for client correspondence, proposals, and any thread where the recipient sees you for the first time. Two-column layout, blue landscape logo on the left, full contact stack on the right, signature quote in italic. Width caps at 540px so it lands clean in Gmail, Outlook, and Apple Mail without horizontal scroll.
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Baley Stahl
Founder, POM AI
“If we don’t get you your ROI in 90 days, we work for free.”
Smarter Systems. Simpler Business.
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Pairs with Variant 1 (Horizontal Premium). Anchors the signature with our strongest commitment line. Use on proposals, scoping threads, and any first-contact email where credibility needs reinforcement.
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90-Day ROI Lock
If we do not deliver ROI in 90 days, we work for free.
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→ See how it works |
Best for newsletter sign-offs, public-facing community threads, and any message where the philosophy needs to lead. Centered stack with a cream-tinted quote box that pulls the eye to the principle. Use when the conversation is more about who we are than what we sell.
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Baley Stahl
Founder, POM AI
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“We’re givers before we’re takers.”
POM AI House Principle
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Smarter Systems. Simpler Business.
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Pairs with Variant 2 (Vertical Quote Callout). Cream fill carries the warmth of the signature beside it. Use on newsletter sign-offs and community-facing threads where a soft offer outperforms a hard CTA.
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Complimentary brand audit
We map your brand gaps in 48 hours, complimentary.
Request Audit
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For internal team email, partner intros, and any thread where a face (or initials) speeds recognition. Swap the BS initials block for a 80px square photo crop when ready. Compact, conversational, still on-brand.
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Baley Stahl
Founder, POM AI
Smarter Systems. Simpler Business.
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Pairs with Variant 3 (Card Style with Avatar). Carries the same card aesthetic as the signature above. Use on internal team mail, partner intros, and any thread where a tangible outcome story strengthens the relationship.
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Featured case study
Lake Life replaced 7 SaaS tools with one POM AI platform.
Read the build →
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For internal replies, fast back-and-forth threads, and senior conversations where a full signature feels heavy. Three compact rows: contact line, logo, tagline plus quote. Use when the message has already established context.
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Smarter Systems. Simpler Business.
“We don’t chase business. Business comes to us.”
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Pairs with Variant 4 (Minimalist Single-Line). Single-line, low-key, matches the restraint of the signature. Use on internal replies and fast back-and-forth threads where a banner needs to stay quiet but still credit the work.
| → Heritage Brand Guide v3.0 · See what we build at the top tier · pomai.ca/brand-guides |
For active sales threads where the next step is a call. Adds the 90-Day ROI Lock badge and a Brand Navy CTA button that drops the prospect straight into the calendar. Use after a discovery conversation, not on a cold first touch.
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Baley Stahl
Founder, POM AI
90-Day ROI Lock
“Straight talk builds trust faster than any funnel.”
Smarter Systems. Simpler Business.
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Pairs with Variant 5 (Sales-Focused with Calendly CTA). Doubles down on the booking ask with an outlined button and a low-friction fallback. Use on active sales threads when the next step is a call.
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Ready to replace your software stack?
Book a 30-minute complimentary audit. No call required.
Book Audit
Or reply to this email
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Four reusable banners any team member can paste below any of the five signature variants. Pick by moment: scarcity, social proof, credibility, or stance. Each renders as plain table HTML, safe across Gmail, Outlook, Apple Mail, and HubSpot.
Use case: scarcity-driven outreach when capacity is genuinely limited. Pair with any variant on outbound emails, follow-ups after audits, or end-of-quarter pushes.
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Now booking
Q3 2026 Heritage tier brand builds open · 4 slots remaining · pomai.ca/heritage
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→ Reserve a slot |
Use case: social proof after sales calls or proposals. Cream fill keeps it warm, the dollar figure does the work. Pair with Variant 1, 2, or 3.
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Recent win
Lake Life Property Management replaced 7 SaaS tools, saving $1,400/mo + 12 hrs/week.
See the build →
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Use case: podcast or visibility credibility. Replace the bracketed placeholders with actual show names before sending. Pair with Variant 2, 3, or 4 on partnership outreach, guest pitches, or any thread where third-party validation moves the conversation.
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As heard on
[Podcast 1] · [Podcast 2] · [Podcast 3]
Hear Baley break down the brand-first AI methodology.
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Use case: identity and positioning expression for non-sales emails. Pair with Variant 1 or 4 on community threads, newsletter replies, or any moment where the brand stance carries more than a CTA.
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The anti-agency manifesto
No contracts. No upfront fees. 90-day ROI Lock or we work for free.
Read the manifesto →
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These are the canonical filled-in signatures for the POM AI team as of May 2026. Each follows the Horizontal Premium template (Variant 1) with the team member’s name, title, email, and signature quote substituted. Copy yours and paste into your email client.
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Baley Stahl
Founder, POM AI
“We don’t claim we’re better. We show receipts.”
Smarter Systems. Simpler Business.
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Jack C.
Co-Founder, Tech Lead
“Build it once. Build it right. Then automate it.”
Smarter Systems. Simpler Business.
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James Williams
Co-Founder, Strategy
“We lead with results, not rebellion.”
Smarter Systems. Simpler Business.
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Jasmyne Ruane
Operations
“Straight talk builds trust faster than any funnel.”
Smarter Systems. Simpler Business.
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Jeanine Penny
Project Lead
“We’re givers before we’re takers.”
Smarter Systems. Simpler Business.
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Swap the italic quote line in any variant with one of these. Rotate by conversation context, not by week.
POM AI builds for four personas. The Overwhelmed Operator is the primary ICP. The other three are secondary lanes the brand serves at scale.
Every message at POM AI flows from the brand promise to one of four pillars. Each pillar carries proof points and a canonical client story.
Each pillar has a canonical client story. The four together are the POM AI case-study library that every salesperson, content creator, and partner pitch leans on.
New brand stories get added as new Heritage engagements close. These four are the foundation.
The visual system codifies what is already working and sharpens what audit feedback flagged. The neon comes down. A sophisticated neutral comes in. The result reads as confident expert who happens to love sci-fi, not flashy AI agency.
60% Background Navy or Card Navy · 30% POM Gold (logo, headlines, CTAs, accents) · 5-10% Heritage Cream (body, secondary text) · Trace amounts of Signal Cyan or Alert Pink (functional only).
Synthwave neon pink as primary fill color (retired May 1 2026 because at least 28 other AI agencies are using it). Pure white as primary background (reads as "hospitalized," undercuts premium positioning). Any gradient that pushes Signal Cyan past 30% opacity over the gold (reads flashy, not premium). Tier descriptors as color cues. Tiers are about depth of work, not color hierarchy.
When a POM AI brand surface uses a light or cream background (the DOCX print version, the editorial-light HTML toggle, light-mode email templates, magazine-style print pieces), the dark theme inverts. Heritage Cream becomes the canvas. Navy becomes the text. Gold yields to Brand Navy as the primary accent — pulled directly from the POM AI logo wordmark on light backgrounds so the headers, section titles, and brand mark all carry the same navy. Reads editorial and unified, not clinical. The dark theme remains canonical for digital surfaces; the light theme is the print and editorial alternate.
In any POM AI light-mode surface: 60% Heritage Cream or Cream Deeper, 30% Brand Navy (headers, section titles, CTAs, accents), 5-10% Navy Text (body), trace amounts of Cyan Editorial or Pink Editorial (functional only). Card White used for differentiated content blocks. Logo swaps to the navy variant. The dark theme remains canonical for digital surfaces; the light theme is the editorial and print alternate.
The type stack was corrected and locked May 25 2026. Earlier POM AI brand materials used Montserrat and Inter. The corrected canonical stack supersedes those references everywhere.
Geometric, modern, confident. Pairs with Poppins for hierarchy without competition. The "I am a serious tool" font that does not announce itself as serious. Heaviest weight (800-900) for hero copy; medium weights (500-600) for sub-display.
Warm geometric, paired with Figtree for tonal contrast. Bold weight gives the punch Direct-trait copy needs. Always Bold 700; never use Regular Poppins for headings.
Same family as Poppins Bold creates implicit hierarchy. Regular weight is highly readable at small sizes. Never use Bold Poppins for body.
Slightly more compressed than Poppins; gives buttons a tighter, more decisive footprint than the surrounding type. Always uppercase. Always Bold. Never use Jost Regular.
| Element | Font | Weight | Size |
|---|---|---|---|
| Hero H1 | Figtree | 900 | 64px / 4rem |
| Section H2 | Poppins | 700 | 32px / 2rem |
| Sub-section H3 | Poppins | 700 | 24px / 1.5rem |
| Body paragraph | Poppins | 400 | 16px / 1rem |
| Small text / caption | Poppins | 400 | 14px / 0.875rem |
| Button label | Jost | 700 | 14px · UPPERCASE · +0.5 letter-spacing |
| Eyebrow label | Jost | 700 | 12px · UPPERCASE · +1 letter-spacing |
No script fonts. No serif fonts in the primary system (serifs allowed in client brand work where archetype requires it; never in POM AI's own materials). No font weights below 400 in body copy. No mixed-case button labels. Buttons are always uppercase.
POM AI ships three logo assets, each with a specific use case.
POM AI Logo Landscape dark for light backgrounds.png) on cover pages, section headers, and the closing page. The navy logo renders cleanly on the white DOCX background. Previously documents used styled text "POM AI" in gold. Replaced May 26 2026 with the navy logo image for stronger brand presence on print and Word surfaces.Always on dark backgrounds. Background Navy or Card Navy preferred. Never on light or white. Minimum clear space: 0.5x the height of the mark on all sides. Minimum size: 80px wide for wide logo; 40px wide for circle mark.
Do not place on white. Do not rotate. Do not stretch, distort, or skew. Do not change the gold color (POM Gold #D4A520 is locked). Do not place inside another shape (no boxed logos, no badge containers). Do not animate (the brand mark is a stamp, not a graphic).
POM AI imagery is one of three categories. No stock photos. Ever.
Stock photos. Any stock library, any tier. The brand promise is "we built this for you"; stock photos break that promise visually.
Generic AI illustrations (rocket ships, light bulbs, gears, brain icons). The Ouroboros symbology is the brand's only abstract mark. Generic AI iconography dilutes it.
Lifestyle photography of laptops in coffee shops. The "remote-work agency" cliche.
Diversity-signaling stock-pool photography that is not actually our clients or team.
Home page hero. Background Navy, POM Gold brand-promise headline in Figtree 900, Heritage Cream sub-copy in Poppins Regular, primary CTA as Jost Bold inside a gold-fill button.
Vertical landing pages (Health & Wellness, Service Business, Startup). Same system, different photography, vertical-specific case study above the fold.
Case study template. Hero photo + result number in POM Gold Figtree + 3-sentence narrative + outcome metric table.
Proposal PDF cover. Wide logo top-left, Heritage Cream background panel right, brand promise headline in Figtree 900, client name in Poppins Bold, project name in Jost Bold uppercase.
Sales deck. First slide = title with wide logo + brand promise + tagline sign-off. Each pillar gets its own slide.
One-pager. Single-page PDF, dark background, wide logo top-left, brand promise headline, four-pillar grid, ROI Lock callout, footer with tagline.
LinkedIn carousel. Background Navy, POM Gold headline on slide 1, white-on-navy body on slides 2-9, gold CTA card on slide 10.
Instagram post (single). Square, Background Navy, POM Gold headline, Heritage Cream body, circle mark bottom-right.
Instagram story. Vertical 9:16, Background Navy, hero copy in Figtree 900, "swipe up" CTA in Jost Bold.
YouTube thumbnail. 16:9, Background Navy, POM Gold headline (max 6 words), founder face on left third, brand mark bottom-right.
Brand kit template. Heritage tier kit ships as a 60-page document; Premium as 40-page; Essentials as 25-page. Same visual system, scaled by depth.
Dashboard UI (client-owned Ouroboros admin). Dark theme by default, POM Gold for primary actions, Card Navy for content blocks, Heritage Cream for body text.
Agent report (monthly "what your AI digital employees did" report). Background Navy, POM Gold metric callouts, table of agents and outcomes.
The team voice is the brand voice in motion. When clients hear Baley, Jack, and James in the same room, they hear different speakers running the same operating system. The Heritage tier client buys the team, not just the founder.
Why the team section matters. The team is the proof point for "Magnetic." POM AI says "We don't chase business. Business comes to us. We go into a room, we speak, business comes to us. Nine times out of 10, people want what we have." That posture works because the team can hold the depth Baley walks into rooms claiming. Without Jack on the build side, James on the strategy side, Jasmyne on operations, and Jeanine on delivery, the claim would collapse on the first client engagement.
For the team, for new hires, for anyone who needs the brand fast.
Reference material. Click to expand any appendix.
Applies to: Starter ($699/mo), Growth ($1,199/mo), and Scale ($2,499/mo) subscriptions.
Excluded from: one-off projects, brand kits (Essentials, Premium, Heritage), budget/lite plans.
Clock start. The 90-day clock starts at SYSTEM LAUNCH, defined as the date the client's primary AI platform is live and operational, not the contract signature date. Build time typically runs 30-60 days before launch.
ROI definition. ROI is measured as documented monthly revenue gained or documented monthly cost saved, attributable to the POM AI system. Documentation requirements are agreed at engagement start and recorded in the project intake.
Free-work clause. If 90 days post-launch the documented ROI has not exceeded the cumulative client subscription cost, POM AI continues all work at no charge until the threshold is reached. No reduction in service scope.
Ascension renewal clause. When a client upgrades from one tier to another (Starter to Growth, Growth to Scale), the 90-Day ROI Lock kicks back in for the new tier ONLY IF at the time of upgrade the existing system is not already generating ROI greater than the new plan cost. If the existing ROI already exceeds the new plan cost, the lock does not re-trigger because ROI has been proven.
This conditional exists because a guarantee that re-applies after ROI is already proven is cosmetic, not real. The Lock is built to be honored, which means it has to be earned, not given for marketing effect.
Em dash. Banned in all written copy. Use commas, periods, colons, or rewrite the sentence.
bloated, leverage, synergy, optimize, solutions, ecosystem, holistic, comprehensive, robust, seamless, cutting-edge, game-changing, transformative (unless literally describing transformation as a service), best-in-class, world-class, industry-leading, empower, enable, unlock, drive, fuel, propel, "investment" as euphemism for price.
"not just X, but Y," "here's the thing," "it's worth noting," "at its core," "in other words," "this is where," "that said," "to be clear," "the reality is," "what this means is."
truly, deeply, incredibly, fundamentally, essentially, absolutely, completely, totally, really (as intensifier).
"in today's fast-paced world," "in the digital age," "as we navigate uncertain times," "the new normal."
"perhaps you might consider," "we'd like to suggest," "we believe that," "it could be argued," "many would say," "some have noted."
Triple-structure lists in prose. Three-sentence paragraphs that all start with the subject. Parallel structure when there is no rhetorical reason.
"kind of like," "basically," "obviously," "100%," "for sure," "you know," "um," "uh," "yada yada yada."
"Bails," "boo," "honey," "bae" (internal endearments). Stupid-people jokes (internal banter only). F-bombs and s-bombs (internal tolerance high; client-facing strip). Mid-pitch typo corrections in writing.
"Free" replaced with "complimentary" in Heritage tier and client-facing premium copy. "Synthwave neon pink" retired as primary visual direction. "Anti-agency" demoted from headline to secondary positioning.
| Tier | Direct price | UP referral price |
|---|---|---|
| Starter | $699/mo | $299/mo |
| Growth | $1,199/mo | $899/mo |
| Scale | $2,499/mo | $1,899/mo |
| Tier | Price | Includes |
|---|---|---|
| Essentials | $1,500 | Core brand guide, voice + tone, color palette, logo direction brief |
| Premium | $3,000 | Everything in Essentials plus full visual system, audience personas, messaging architecture |
| Heritage | $5,000 | Everything in Premium plus full strategy section, competitive landscape, 3-layer Anthropic positioning, sales toolkit, visual application mockups |
| Add-on | Price |
|---|---|
| Google Ads management | $399/mo |
| Meta Ads management | $399/mo |
| Google + Meta bundle | $699/mo |
| Social Basic | $499/mo |
| Social Premium | $799/mo |
| Marketing Strategy | $599/mo |
| Full Marketing Stack | $1,499/mo |
Model A: White-Label Partnership (for agencies). 30% MRR. $2K/mo minimum.
Model B: Savings Share (RECOMMENDED for direct clients). Base $2K-$5K/mo plus 20% of documented monthly savings.
Model C: Affiliate Program (for referral partners). 20-30% recurring tiered by volume.
Heritage brand kit ($5,000 one-time) plus Scale subscription ($2,499/mo). The Heritage kit can be phased in installments to ramp into Scale subscription.
| Date | Decision | Source |
|---|---|---|
| 2026-05-01 | Voice traits locked: Authoritative + Generous + Magnetic + Direct. All four defined verbatim by Baley during the May 1 Sprint. | Batch 4b2 mining |
| 2026-05-01 | "Free" replaced with "complimentary" at Heritage tier and premium copy. | Batch 4b2 mining (live team vocabulary upgrade) |
| 2026-05-01 | Synthwave neon pink retired as primary visual direction. | Batch 4b2 mining |
| 2026-05-01 | "Anti-agency" demoted from headline. New lead: "Lead with results, not rebellion." | Batch 4b2 mining |
| 2026-04-27 | "AI digital employees" coined live with Scott King during BJ Project 250 meeting. | Batch 6a mining |
| 2026-05-12 | "AI digital employees" adopted by Cheryl Foley in Be Recruited build review (canonical client-adoption moment). | Batch 3b RAW mining |
| 2026-05-19 | Brand-first methodology documented as the 20-step Heritage build sequence. | Batch 5 mining (Brand Guide Training with Bae) |
| 2026-05-25 | Brand v3 foundation locked via deep grill session. Heritage tier $5K+, Sage + Outlaw, 4 messaging pillars, 3-layer Anthropic counter. | Foundation grill session |
| 2026-05-25 | ROI Lock canonical wording locked: 90 days from launch, strict. With documented ascension renewal nuance. | Heritage canonical locks |
| 2026-05-25 | Ouroboros naming rule locked: named at Scale + Heritage tiers only. | Heritage canonical locks |
| 2026-05-25 | Sub-Starter pricing ($149, $299) NOT formalized. Stays as sales pattern, not catalog tier. | Heritage canonical locks |
| 2026-05-25 | Starter subscription price corrected from $599 to $699. | Heritage canonical locks |
| 2026-05-25 | Jack and James confirmed as Co-Founders. Titles TBD pending holding-company structure. | Heritage canonical locks |
| 2026-05-25 | Type system corrected: Figtree + Poppins Bold + Poppins Regular + Jost Bold. Replaces all prior Montserrat/Inter references. | Heritage canonical locks |
| 2026-05-25 | Heritage Brand Guide v3.0 master content compiled from 45 hours of mined Meet transcripts and locked foundation. | This document |