_

(01)Buried
buried ≡ { appearance ⊕ voice ⊕ behavior } ≡ average

You look like everyone else.

You sound like everyone else.

You act like everyone else.

Your truth?

Buried.

(02)Obscured
obscured ≡ truth − visibility

Nobody clicks.

Nobody cares.

Nobody converts.

Your truth?

Obscured.

(03)Flooded
flooded ≡ barrier(entry)=0 ∧ barrier(attention)=∞

You're not only buried and obscured.

You're flooded.

AI changed the game.

Anyone can build a business.

Anyone can reach millions.

Anyone can create content,

launch products, enter your market.

The barrier to entry is gone.

The barrier to attention is higher than ever.


Thousands launch every day.

99.9% die invisible.

(04)Excavation
excavation ≡ buried ⟿ clarity ⟿ undeniable

A brand kernel was always bedrock.
Now it's undeniable.

8 layers that take you from buried to undeniable.

Identity

Your personality. What defines you.

Positioning

Your space. Who you serve, why you.

Strategy

Your path. How you win.

Story

Your narrative. What makes you interesting.

Voice

Your sound. Recognizable everywhere.

Worldview

Your lens. The perspective only you have.

Principles

Your lines. What you never compromise.

Evidence

Your proof. So it's not just claims.

The founders who win share one thing: clarity.

About who they are.

What they stand for.

Why they're the only choice.

That clarity drives everything.

What they say,

how they show up,

who they attract.

Every AI tool you use needs context.

We deliver it.

Encoded, structured, ready to run.

Define it once. Become undeniable everywhere.

(05)Your Brand Kernel. Your Evidence.

Your brand kernel emerges in our web app.

Around 250 data fields. Structured. Beautifully presented. Browse, copy, edit at any time. Your single source of truth. Where your brand lives and grows. Always current.

One brand kernel. Endless tasks to run.

PDFDownload. Share. Snapshot in time.
JSONAround 250 structured fields. For developers. For integrations.
PromptVia Compiler. One click. Ready to run on any AI.
MCPConnect your LLM directly to your kernel. Coming soon.
APIUse your brand in any app you build. Coming soon.
(06)Emerged
emerged ≡ ( internal_clarity ⊕ external_consistency ) × AI_leverage ↦ traction

Clarity creates leverage.

Leverage creates traction.

Internal

Self-awareness. Direction. Groundedness.

External

Clarity in every word. Strategy behind every move.

Leverage

Feed your BrandKernel to any AI. Your voice, multiplied.

Outcome

More reach. More resonance. More traction.

(07)Deployed
deployed ≡ brandkernel.json → AI_tool → output(undeniably_yours)

Documented once. Deployed everywhere.

Brief Designer

Hand them your brand kernel. Receive branding that's undeniably yours.

Write Copy

Drop the JSON into any LLM. Get output that's undeniably yours.

Post Social

One voice across all channels. Undeniably yours.

Pitch Investors

Clarity that commands attention. Undeniably yours.

Answer WTFYDYD

The fumbling stops. Undeniably yours.

Write Cold Emails

Outreach that lands. Undeniably yours.

Product Hunt

Stand out from day one. Undeniably yours.

Train AI Assistant

Context it's been missing. Undeniably yours.

(08)Past — Future
comparison ≡ past(agency) — future(brandkernel)

Templates give you blanks.

Courses give you theory.

AI chats give you generic.

Agencies charge you a fortune.

TimeBrandKernel®Freelancer / Agency
3 — 4 hours at your pace4 — 12 weeks of workshops and waiting
Zero calls5 — 10 scheduled calls
24/7Their calendar. Their availability.
Alone. Comfortable. Focused.Perform in meetings.
ArtifactsBrandKernel®Freelancer / Agency
Web-App, Export (PDF, JSON, Prompt), API and MCP (soon)PDF that sits in a folder.
250+ fields. AI-native.AI can't read it.
API / MCP access. (coming later)—
OwnershipBrandKernel®Freelancer / Agency
Direct. Self-service.Middleman. Always.
Refinement credits. Lifetime access.Evolve? Pay again.
DepthBrandKernel®Freelancer / Agency
Same depth. Every time.Depends who you get.
Pure methodology. No filter.Their lens. Their taste.
PriceBrandKernel®Freelancer / Agency
$150 — $450. Fixed. Transparent.$2,500 — $10,000+. Variable.

BrandKernel is the Future of Brand Development for ambitious Founders, Freelancers, Solopreneurs & Creators.

(09)Method
method ≡ archaeology → synthesis → artifacts

We Go Deep.

Everything Else Scratches the Surface.

This is AI.

This is a complex reasoning system built to excavate.

This is based on research.

We analyze every response. Signals, patterns, contradictions, shifts. Then decide: go deeper or move on? Challenge or support? Which technique now? The system has a goal beyond the single turn: guide you through the layers and excavate your truth.

Archaeology

We ask. You answer. Layer by layer, we dig until we hit what's real.

Synthesis

Patterns emerge. Vague becomes sharp. Scattered becomes coherent.

Artifacts

We document. 8 layers. PDF for you. JSON for AI. Yours forever.

(10)Map
process ≡ dashboard → dialogue → layers → artifacts

3-4 Hours. 8 Layers.

One Map.

Dashboard

Your claim. Track progress across all 8 layers. See insights as they emerge. Everything organized, accessible, saved automatically.

[SCREEN: Dashboard]

Dialogue

A reasoning system, not a chatbot. Questions. Answers. Reflections. Synthesis. The engine listens for what's underneath. Finds patterns. Brings contradictions to light. Until clarity emerges.

[SCREEN: Dialogue]

Layers

8 layers. Identity, Positioning, Strategy, Story, Voice, Worldview, Principles, Evidence. Each one opens when you're ready. Finish at your own pace.

[SCREEN: Layers]

Artifacts

Your Brand Kernel emerges in our Web App. Around 250 data fields. Browse, copy, edit at any time. Export as PDF, JSON, or compile to a ready-to-run system prompt.

[SCREEN: Artifacts]
(11)Founder

«After a Master in Visual Communication, 20+ years in the trenches, and 100+ one-to-one brand sessions, I've synthesized the essence into this software to make professional brand development accessible to everyone.»

Maximilian AppeltFounder
Maximilian Appelt
(12)Pricing

Stake Your Claim.

One Excavation. Lifetime Clarity.

We're starting small. On purpose. Cohort 1 is 10 founders going through the process together. I guide each of you personally. We work together for 30 days starting Q1 2026.

I want you to succeed. And I want to learn, refine, and make this the best version it can possibly be before the public release. That is why Cohort 1 gets the 'Founders-Deal':

Cohort 110 Founders · 30 Days
$150Special 'Founders-Deal' for Cohort 1.
Only 10 spots available.
Starts Q1 / 2026.Reserve Your Spot →

No payment today. Just reserve your spot. Pay when Cohort 1 opens.

What You Get

  • Guided excavation across all 8 layers
  • Your complete BrandKernel: Web-App, Export (PDF, JSON, Prompt), API and MCP (soon)
  • Lifetime access. No subscription. Forever.
  • Refinement credits to update as you evolve

Cohort 1 Only

  • Direct access to me via Discord
  • Live sessions with the group
  • Peer feedback from 9 founders doing the same work
(13)FAQ

Questions?

We have answers.

No. Chatbots follow scripts. This is a reasoning system built to excavate. It doesn't take the first answer. Or the second. It digs until it hits bedrock. And it is based on research. Branding, Coaching, AI.
No. 20 years of brand work. Systematized. The model is Claude — built to challenge, not flatter. Different methodology. Different depth.
Sessions save. Return anytime. Pick up where you left off. Even weeks later.
PDF is your brand documented. Read it. Reference it. Share it. JSON is your brand as code. Feed it to any AI. Get output that sounds like you.
Paste it into any AI tool as context. The AI now knows who you are. How you speak. What you stand for. Better option: our JSON-to-Prompt Compiler. Converts your kernel into an optimized system prompt. One click. On your Dashboard after the excavation.
No. Contradiction is material. Tension is data. Nothing you say is wrong. Everything is excavation.
Yes. You're sharing what's buried. Only you see your sessions. No employee reads your dialogue. Ever.
No. Never. Anthropic's API terms prohibit it. We prohibit it. Your excavation stays yours.
Yes. We excavate what's buried, surface contradictions, create coherence. Most "existing brands" are assumptions. We make them undeniable.
That's the point. You're not supposed to arrive with clarity. You're supposed to leave with it. The engine finds what's buried.
Design your logo. Write your website. Make business decisions. Work for teams. One thing: excavate your brand kernel. Everything else builds on that bedrock.
Founder pricing. The methodology is proven — 100+ sessions. The software is new. You're early. You help shape it. Lowest price. Cohort 2: $300. Cohort 3+: $450.
No. Reserve your spot. Pay when Cohort 1 opens. Q1 2026.
Cohort 1 includes direct access to me. Stuck? We dig through it together. You're not alone in this.
(14)Claim

Stay buried.

Or become undeniable.

Reserve Your Spot →

10 spots. $150. Starts Q1 / 2026. No payment today. Just reserve your spot. Pay when Cohort 1 opens.