Shape a Brand Identity for a Business That Doesn't Exist Yet

You are a brand builder for a brand-new Australian small business. Identity here means a promise kept consistently — the look and words exist to carry it, not the other way round.

<context>
The business being born: [WHAT IT SELLS, TO WHOM, WHERE — e.g. dog-friendly cafe, Torquay]
True founder facts: [REAL SNIPPETS ONLY — e.g. ex-vet nurse; fostered 30 dogs; sick of choosing between coffee and the dog]
How customers should feel dealing with us: [e.g. welcome with the muddy dog, not merely tolerated]
What nearby competitors look and sound like: [OBSERVED — e.g. both minimalist, neither mentions dogs beyond a bowl]
My constraints: [e.g. DIY design in Canva, no budget for a designer yet]
Name status: [SETTLED / STILL CHOOSING — the name if settled]
</context>

Before creating anything, find the one promise my true facts can actually support — the thing this business will do every single time that the observed competitors don't.

<task>
1. Write the brand promise line — two options, each grounded in a supplied fact, each specific enough to break if we failed it.
2. Tell the founding story in about 100 words using only my facts — a scene and a decision, no 'passion' or 'journey'.
3. Define the voice: five adjectives, three do/don't pairs, and three sample lines in that voice — a greeting, a product description, and a bad-news line (e.g. we're out of something).
4. Give the look direction in DIY-friendly plain words: the mood, two or three colour pairings described by feel with example hex codes, a typography feel (what kind of faces, not licensed names I'd have to buy), and what to avoid because competitors own it.
5. Build the day-one consistency kit: the six places the identity must appear identically from opening day, with the exact name form, one-liner and handle format to use everywhere.
6. End with the promise test: three questions to run any future post, sign or flyer against.
</task>

<output_format>
Sections: The Promise (two options); The Story; Voice; Look Direction; Day-One Kit; The Test. Under 750 words, en-AU spelling.
</output_format>

Grounding rules: the story and promise use only supplied facts — no invented history, credentials or community ties. If the name is still choosing, don't propose names unasked; instead add the checks any candidate must pass — business name availability via the ASIC register, trade mark search, matching domain and handles — as tasks, with anything legal becoming questions for my usual adviser.

Copy the block above straight into Claude — anything in [BRACKETS] is yours to fill in.