Brand Authority••5 min read
Brand is Not a Logo. It's a Constraint System.
A logo is an artifact. A brand is the system of constraints that makes every decision coherent. Here's the difference.
The Foundry
Clear thinking on brand strategy for indie builders.
26 articles•Updated weekly
Brand Authority
Why brand matters for indie builders
Brand Authority••4 min read
Branding Takes Time. Skip the Shortcuts.
Brand shortcuts produce generic results. Here's why the structured approach works better than quick fixes and AI generators.
Brand Authority••4 min read
The Cost of Looking Default
Generic design isn't free. It costs you trust, recognition, and the ability to charge what you're worth. Here's the actual price.
Brand Authority••4 min read
What 'Intentional Branding' Actually Means
Intentional branding isn't about having opinions. It's about locking decisions and enforcing them everywhere. Here's the real definition.
Brand Authority••6 min read
When 'Satire' Is Just Counterfeit Trust
A case study in counterfeit credibility. Why mature branding is a constraint system, not a vibe.
Brand Authority••5 min read
Why Your MVP Looks Like Every Other MVP
Your product works. But it looks generic. Here's why AI-built MVPs all look the same, and what you can do about it.
Brand Authority••5 min read
You Already Have a Brand. You Just Haven't Named It.
Every product ships with a brand, whether you designed it or not. Here's how to see the one you already have and decide what to keep.
Visual Identity
Design decisions without a designer
Visual Identity••4 min read
The Case Against Default Component Libraries
Shadcn, Radix, and other component libraries ship with sensible defaults. Those defaults are making your product invisible. Here's how to fix it.
Visual Identity••4 min read
Why Your Dark Mode Looks Like a Crypto App
Dark mode plus neon accents equals crypto energy. Here's how to design dark interfaces without signaling the wrong tribe.
Visual Identity••4 min read
Your Product's Visual Hierarchy Is Broken. Here's How to Fix It.
When everything looks important, nothing is. Here's the practical guide to creating clear visual hierarchy without a design degree.
Visual Identity••4 min read
How to Pick a Color That Isn't Blue
Every SaaS product defaults to blue. Here's how to choose a distinctive brand color that fits your personality and excludes competitors.
Visual Identity••4 min read
Motion Design That Doesn't Annoy
Animation can enhance or annoy. Here's how to add motion that feels satisfying and professional without becoming a distraction.
Visual Identity••4 min read
Typography for Founders Who Hate Fonts
You don't need to understand kerning. You need three fonts that work together. Here's the practical shortcut for non-designers.
Visual Identity••4 min read
Whitespace Is Confidence. Use More.
Most products cram too much into too little space. Generous whitespace signals confidence, creates clarity, and commands premium. Here's why.
Market Positioning
Articulating what you built
Market Positioning••4 min read
The Difference Between Category and Positioning
Category tells users what shelf to put you on. Positioning tells them why to pick you. Here's how to get both right for your product.
Market Positioning••4 min read
How to Describe Your Product in One Sentence
The elevator pitch isn't dead. It's just rarely done well. Here's the practical method to explain any product clearly in one sentence.
Market Positioning••4 min read
Write a Positioning Statement That Actually Works
Most positioning statements are vague. Here's the proven formula that produces clarity and differentiation every time.
Market Positioning••4 min read
Your Competitor Isn't Who You Think
You're probably focusing on the wrong competitors. Here's how to identify who you're really competing with and position against them effectively.
Market Positioning••4 min read
Stop Saying 'For Everyone'
A product for everyone is a product for no one. Here's how to define your audience with useful specificity that drives decisions and conversions.
Market Positioning••4 min read
What Problem Does Your Product Actually Solve?
Most founders describe what their product does, not what problem it solves. Here's how to find and articulate the real problem that drives purchases.
Archetypal Strategy
Voice and personality systems
Archetypal Strategy••5 min read
The 12 Brand Archetypes, Explained for Builders
Brand archetypes give you a practical framework for voice and personality decisions. Here's how indie builders can use them to create consistent brands.
Archetypal Strategy••4 min read
Creator Brands: Craft Over Commerce
Creator brands value making things that matter over scaling fast. Here's how to build a Creator brand voice that celebrates craft without pretension.
Archetypal Strategy••4 min read
How to Write Error Messages That Don't Sound Like AI
Error messages reveal your brand voice instantly. Here's how to write errors that are clear, helpful, and distinctively human.
Archetypal Strategy••4 min read
Why Most Indie Products Sound Like Robots
AI-generated copy sounds the same because it lacks personality constraints. Here's how to make your product sound distinctively human.
Archetypal Strategy••4 min read
Sage Brands: When Expertise Is the Product
Sage brands sell wisdom and expertise. Here's how to build a Sage brand voice that feels authoritative without being arrogant or cold.
Archetypal Strategy••4 min read
Voice Rules Are Constraints. That's the Point.
Voice rules feel limiting because they are. That limitation is what creates consistency, recognition, and brand strength.
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