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Reformer Brand Messaging Framework

December 2025 - Working Draft

MISSION​

"To earn the trust of small businesses by sharing responsibility for where they're headed."

VISION​

"Partnerships where both sides are accountable—because great businesses deserve more than vendors."

PURPOSE​

"After decades building for the biggest brands, we learned the best work comes from great people—not big budgets. We started Reformer because small businesses deserve better than what they're being sold. The big platforms want your money but won't pick up the phone. Corporate America has every advantage—scale, budgets, armies of specialists. We're here to level that field. Real people. Shared responsibility. The strategy and tools to help you punch above your weight."

VALUE PROPOSITION (Homepage)​

"The platforms give you tools and leave you alone. We give you a team that shows up. Reformer is the fractional agency for small businesses—real people with real expertise who share responsibility for your growth and actually answer when you call."

ABOUT US​

"We've spent decades helping global brands grow—and we've seen how the deck is stacked against small businesses. The budgets, the specialists, the infrastructure—it's not a fair fight. Reformer exists to change that. We partner with makers, roasters, shop owners, and builders—people who care about their craft and their community. We're not looking for clients. We're looking for good people doing good work who want a real partner in their corner."

DIFFERENTIATION STATEMENT​

"The big platforms want you to believe AI and templates are enough. They're not. There's no one to call. No one who knows your business. No one accountable when things break. Meanwhile, corporate competitors have entire teams. Reformer levels the field. We're the people behind your business—fractional cost, full commitment. Real expertise, real relationships, real skin in the game."

POSITIONING LINE​

"We're in your corner."

SERVICES OVERVIEW​

"We bring the strategy and tools that big companies take for granted—but we bring them as partners, not vendors. Every month we work through cycles of Discovery, Design, Development, and Deployment. You get a team that knows your business, answers your calls, and treats your growth like it's our job. Because it is."

PRICING PAGE​

Headline: "A Team You Can Actually Afford"

"Hiring a full team isn't realistic for most small businesses. Neither is going it alone. Our model gives you fractional access to agency-level strategy, design, and development—spread across monthly cycles that keep costs manageable and momentum steady. You're not buying hours. You're gaining a partner."

STRATEGY PAGE​

Headline: "Strategy From People Who Listen"

"Big consultancies hand you a deck and move on. We stay in the conversation. Monthly discovery sessions, ongoing adjustments, honest feedback. Strategy should evolve with your business—and it should come from people who actually know you, not a playbook written for someone else."

EXECUTION PAGE​

Headline: "Built By Humans Who Give a Damn"

"No outsourced dev shops. No AI-generated slop. Every build is handled by real people who are invested in your outcome. We write the code, design the pages, and deploy the work—because your business deserves better than a template and a prayer."

TAGLINE OPTIONS​

  • "We're in your corner."
  • "Small business backup."
  • "The team behind your hustle."
  • "Real people. Real stake."
  • "We answer the phone."
  • "Your fight. Our problem too."
  • "Big tools. Human hands."

CORE THEMES & LANGUAGE GUIDE​

What we stand for:​

  • Empathy, trust, partnership above all
  • Shared responsibility for outcomes
  • Human connection over platform automation
  • Leveling the field for small businesses
  • Backing people who care about craft and community

Language to use:​

  • Partner (not client)
  • Accountability / Responsibility
  • Real people, real expertise
  • Punch above your weight
  • In your corner
  • Answer the phone / Show up

Language to avoid:​

  • Empower (corporate-washed)
  • Solutions / Leverage / Synergy
  • AI-first anything
  • Self-serve
  • Scalable (when it means "we disappear")

The enemy (implicit, not explicit):​

  • Faceless platforms (Shopify, Wix, etc.)
  • Corporate scale advantages
  • AI slop with no human accountability
  • Vendors who take the money and vanish

BUSINESS MODEL CONTEXT​

Reformer operates as a fractional agency using a monthly cycle:

Discovery → Design → Develop → Deploy

This spreads costs over time, maintains ongoing partnership, and builds client capability. We're not project-based—we're embedded.

Last updated: December 5, 2025