We recently noticed something was off. Our website kept describing Postiller as "privacy-first AI content creation for iOS." Accurate, but incomplete. It sounded like every other AI tool with a privacy checkbox.
The problem was not the words—it was that we had not defined what we actually wanted to say.
The Trigger
It started with our Open Graph images. When you share a Postiller link, what should people see? We had been showing the app name in plain text. But that raised a question: what should the tagline be?
We already had "Your Ideas. Amplified." in a few places. We also had a longer value proposition we liked: "Transform the bookmarks you have saved, the notes you have written, and the ideas you have captured into polished content worth sharing."
But which one goes where? And how do we stay consistent?
The Solution
We created a brand guidelines document. Not a 50-page PDF—just a clear markdown file that defines:
- Messaging hierarchy: Primary tagline, medium description, full value proposition
- Voice and tone: Empowering, authentic, respectful, confident, approachable
- What we are vs. what we are not: A content assistant, not a content mill
- Writing examples: Before and after comparisons
The key insight was creating a messaging hierarchy. Different contexts need different lengths:
| Context | Message |
|---|---|
| Footer tagline | Your Ideas. Amplified. |
| Meta description | Transform bookmarks, notes, and ideas into polished content worth sharing. |
| Hero section | The full value proposition with the AI handling line |
The Result
Now when we update the website, add new pages, or write marketing copy, we have a reference. The voice stays consistent. The value proposition stays clear.
Privacy is still central to what we do—but it is a feature, not the headline. The headline is about what you can accomplish: turning your collected ideas into content worth sharing.
Your ideas. Amplified.