Brand DNA
Four answers that every piece of marketing starts from. If a post or an email does not fit these, it is not ours.
Bright Harbor fixes the one process that breaks every week for small service businesses. Four weeks, one fixed price.
The owner who runs the business and does the work
Owners of small service businesses with 5 to 40 staff: a dental office, a home-services company, a small accounting firm. Busy, practical people in Northern Virginia.
One process breaks every week
Scheduling, invoicing, hiring or customer follow-up. They patch it by hand because there is no time to fix it properly. They have been burned by consultants who delivered a report and left.
One process, four weeks, one price
- A written plan and price within 2 business days
- One process, mapped and redesigned
- The team trained on a real week
- Nadia stays until it runs without her
One person, start to finish
Not a big firm. Not a report. A one-page process the team can run, an invoice that matches the quote, and an honest no with a referral when it is not a fit.
Audience
Three people. We write every message as if it goes to one of them, at their desk, on a full day.
Needs the schedule to hold all day, so the front desk stops rebuilding it by hand.
"I know what is broken. I do not have time to fix it."
Needs every finished job invoiced the same week, with no chasing.
"We paid for a report and nothing changed."
Needs a new hire to be useful in the first month, and clients to get a reply the same day.
"I never know what the final bill will be."
Voice
Our clients are often under pressure. We lower the pressure. Short sentences, real times, real prices, no hype, no exclamation marks.
Warm
We sound like a helpful colleague, not a company.
Precise
We give the date, the time, the price, the next step.
Calm
No alarm, no pressure. One thing at a time.
Replying to an inquiry
Hello Ms. Reyes, thank you for your message. Yes, I can look at your scheduling process. You will have a written plan and one fixed price by Thursday at 3 p.m. May I ask how many people book appointments today?
Hi! Thanks so much for reaching out!! We'd love to help you transform your operations. We offer the best rates in the area. Let us know what works!
A social post
The schedule breaks every Monday. Someone fixes it by hand every Monday. That is not a fix. That is a second job.
Broken processes are a HUGE problem for small businesses! Contact us today for affordable solutions!
Words
| Avoid | Use instead |
|---|---|
| cheap, affordable, discount | clear pricing, fixed price |
| best, world-class, premium | the specific thing: "four weeks", "one page" |
| ASAP, soon | a real time: "by Thursday at 3 p.m." |
| consulting terms the client does not use | the client's words: "the Monday schedule" |
| Sorry for the inconvenience | a plain apology and a fix |
Logo
A lighthouse beam over a harbor. The amber dot is the light. The arcs are its beam, spreading over the water. The wave below is the harbor.
- Clear space: keep empty space around the mark, at least the width of the amber light on each side.
- Minimum size: 24 px tall on screen, 10 mm in print.
- On dark: white arcs, amber light.
- Alone: the mark can be used without the name as a profile picture.
Please do not
Color
The colors of a harbor at first light. Mostly quiet. Navy carries the weight, teal guides the eye, amber marks one important thing.
#0E2A47#1F8A8A#F2A541#EEF3F7#15202BHow much of each
Amber is 2%. That is why it works.
Text and background pairs
Typography
Two typefaces that are already on every computer and phone. Nothing to buy, nothing to install, nothing to break.
Iowan Old Style, Georgia
ABCDEFGHIJKLM abcdefghijklm 0123456789
System UI (the font of your device)
ABCDEFGHIJKLM abcdefghijklm 0123456789
Elements
A small set of parts we repeat everywhere: on the website, the flyer, the rate sheet. Repeating them is what makes the brand look like one brand.
One primary button per page. Navy fill, white text, 10 px corners.
On a navy panel, the button is amber with navy text.
Four-week process fix
Map it, redesign it, train the team, stay until it runs without me. Northern Virginia.
In use
The same voice and the same parts, in two places clients see every week: a social post and an email.
A process you patch by hand every Monday is not fixed.
Social post tile, 1080 x 1080. One sentence, serif, logo bottom left.
Hello Ms. Reyes,
The written plan for your scheduling process is attached, with one fixed price. If you say yes, we start on Monday and hand over in four weeks. The invoice will match the quote.
Thank you,
Nadia
Small service businesses
Email signature. Name, title, phone, email, tagline. No images except the logo.
Fictional example. Bright Harbor and Nadia Kovalenko are invented for the AI Brain Kit.