Write the positioning before the logo
Positioning is one statement: who it is for, and what you claim. If that sentence is still changing every day, a logo will not settle it. The sprint starts from the audience and the claim, then draws.
Keep the sentence short enough to put on the homepage. A paragraph nobody can remember is not a strategy.
Make a system, not a file
A logo file without colours, type, and rules becomes five versions by the next campaign. The guidelines are the point of the sprint. They are what a later site, deck, or ad can follow.
The published sprint is two weeks and $3,000–$6,000. If you also need the marketing site, the Brand + Launch Bundle is 4–5 weeks at $6,500–$12,000.
Use it on the first site
The first site should repeat the positioning, not invent a second one. A Launch Site is 5–7 pages with copy, SEO foundations, analytics, and a form. It is enough for a startup that needs to look real and take a conversation.
A product with accounts is a different project. Do not hide a web app inside a brand sprint. Split the offers so each one can finish.
Leave out the fiction
Do not invent a customer count, a city you are not in, or a founder biography you would not say out loud. KAN’s own about page names the founders as K, A, and N and stops there. Your public pages can be just as plain.
Strategy that depends on a made-up metric will have to be rewritten the first time a customer asks.
Written by KAN · Updated 24 October 2026