Dare to go down the rabbithole.

Mission Statement

What your company does to make the vision real — your daily filter for what to build, who to hire, and what to say no to.

Brand metaphors

The bridge between strategy and creative direction — hand these to a designer and they turn positioning into typography and identity.

Core values

Three to five behavioural values — the kind you hire by, fire by, and decide by. Not the kind that sit on a careers page.

Positioning

The single, defensible reason a customer chooses you over every alternative — one a well-funded competitor can’t copy tomorrow.

Brand Surface takes founders into the rabbithole of the idea their company actually runs on, and brings up a strategy you can build on.

What we do

One session to find out the big idea of your startup

One guided session takes you down the rabbithole of your company and brings back a brand strategy you can actually build on: a clear idea, the words to say it, and a workspace that stays yours.

Done in one session

Twenty-five focused minutes and you walk out with a real brand strategy. No agency retainer, no long timeline, no endless slide decks.

Into the rabbithole

Questions designed to surface the real reason your company exists, not the tidy story you keep ready for investors and your About page.

Your big idea

Every session narrows down to one defensible idea rivals cannot copy, the single thing you return to each time you face a hard call.

Yours forever

Mission, values, positioning and your full transcript arrive in a Notion workspace you own and can hand to anyone that you bring on.

AKIMBO

Your Purpose

To make brand strategy a craft any founder can practice, not a deliverable they wait six weeks to receive.

AKIMBO

Your Vision

A world where every company knows the idea it actually runs on, and can put it into words before its first hire.

AKIMBO

Your Mission

Take founders down the rabbithole of their company in twenty-five minutes and bring back a brand strategy they can act on.

AKIMBO

Your Core Values

A defensible point of view beats a polished hedge.
The strategy already lives inside the founder.
Everything we make is yours to run with.

AKIMBO

Your Big Idea

Brand strategy as a session, not a deliverable. The founder walks in, the founder walks out with the words.

AKIMBO

Your Purpose

To make brand strategy a craft any founder can practice, not a deliverable they wait six weeks to receive.

Strategy reveal

Walk through your strategy, one card at a time.

The session ends with a guided reveal: every statement on its own card, the words you can actually use — one idea at a time, so each one has room to land.

Share with team

Share it with your team.

One link, your whole team. Co-founders, designers, your next hire. Everyone reads the same source of truth. No PDFs to maintain, no versions to chase.

Notion portal

Receive a private Notion Doc.

Your full strategy lands as a structured Notion workspace. Read it, share it, or duplicate it into your own Notion in one click. The link is yours to keep.

See Notion portal example

How it works

Just like another discovery questionnaire.

Except this one adapts to your answers. Twenty-five questions that pull on threads, push past the easy answers, and end with a strategy you can actually ship.

Tell us about your startup

Company name and stage. That is the whole form. Then the session begins.

Answer the questions

Twenty-five questions that adapt to what you say, pulling on threads and pulling you deeper into the rabbithole when something matters.

Get your strategy

A complete strategy, a Hiring Compass, and your full transcript. Delivered the minute you finish.

START

NOW

Start the discovery.

Two fields to begin. Twenty-five questions, thirty-five minutes, and a strategy your team can ship.