Brand Style Guide
The colors, type and voice that everything carrying this name should use.
No fluff. No jargon. Speaks to the business owner who is smart and busy and does not have time for filler.
A partner, not a vendor. On your side of the table, never a service desk reading from a script.
No hedging. Knows exactly what it does and who it is for. The right system should feel like an exhale.