Richer track · 100 day challenge

Brand Builder 100: A 100 day brand building challenge

$9.99 to unlock Your first pack is on us.

I'm a working brand designer, and Brand Builder 100 is the process I'd walk you through, 20 minutes a day. You pick your industry and the prompts follow it. In the first five days you write why your brand exists, name one ideal customer, list what they already love, choose three feelings for your brand and collect the words customers use. Days 1 to 5 are free to read on this page.

Daily workload: 3 daily goalsDaily core: Improve one brand asset
Difficulty: Steady

Example: a sample day

Day 1: what a day looks like

Daily core Improve one brand asset Same every day
Task 2 Write why your brand exists
Task 3 Save a starting snapshot in a Brand folder

Need a lighter day? Can't fit it in today? Use a Rest Day: your streak is kept and the day waits for you.

Free preview

Preview the first 7 days

Every day has 3 goals: your daily core (the same every day), Task 2 and Task 3, each with a short why. Open a day to read all three.

- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Write why your brand exists
  In three sentences, write what your brand does, who it is for and why you started it. Messy is fine. Then underline the one word that matters most. It becomes your quick test for every decision over the next 100 days.
  Why: A clear purpose gives your brand decisions a consistent direction.
- Task 3
  Save a starting snapshot in a Brand folder
  Make one folder, paper or digital, named Brand folder. Screenshot your profile, website or anything with your brand on it and save it there as your Day 1 snapshot. No existing brand? Write a short description of how you present your work today and save that instead.
  Why: An honest starting point gives you something real to compare against on Days 25, 50, 75 and 100.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Describe and name one ideal customer
  Write a short paragraph about one real kind of person you want to serve: their week, what they care about, what they would happily pay more for. Give them a first name so they feel like someone you are designing for.
  Why: Picturing one real person gives your design choices someone specific to serve.
- Task 3
  List three moments your customer needs you
  Write three specific moments when your ideal customer would look for what you offer, like the night before an event or the first week of a new job. Add one line on what they need to hear in each moment.
  Why: Knowing when someone reaches for you shapes what your brand has to say in that moment.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  List what your customer already loves
  Write ten things your ideal customer already buys, uses or admires, from the shops they browse to the spaces they spend time in. Circle the three that feel most like you too, then note what those three share visually.
  Why: Your brand has to sit comfortably next to what your customer already trusts.
- Task 3
  List five things one brand your customer loves does well
  Choose a brand your ideal customer already loves. Look at its website or posts and list five things it does well, like its colors, words or photos, plus one thing you would do differently.
  Why: Studying one trusted brand closely shows the small signals that earn that trust.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Write three brand feelings on a sticky note
  Write the three feelings you want someone to have in the first five seconds with your brand. Think calm, sharp, warm, bold. Choose feelings, not features, and put them on a sticky note by your desk.
  Why: Every color and font choice later gets tested against these three feelings.
- Task 3
  Score your current look against the feelings
  Rate your Day 1 snapshot from your Brand folder from 1 to 5 on each feeling, and write one reason for the lowest score.
  Why: A score with a reason shows where the biggest gap is today.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Collect the words customers use
  Write down ten phrases your customers or friends use to describe your work or the problem you solve. Messages, reviews and conversations all count. Keep their exact words and star the one you would put on a sign. No customers yet? Use phrases from online reviews or forum posts about the problem you solve.
  Why: Customer words make copy that sounds true instead of polished and empty.
- Task 3
  Read ten reviews of businesses like yours
  Find ten public reviews of businesses or creators that offer something like yours. Copy three phrases people use for what they loved and three for what let them down, and save them with your customer words.
  Why: Reviews show what people in your space love and what keeps letting them down.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Write what your brand refuses to be
  List five things your brand is not, like loud, cluttered, corporate or cute. Be specific, then star the refusal you feel most strongly. A clear no list saves hours of second guessing.
  Why: A clear no list makes each design choice quicker to check.
- Task 3
  Write five things your brand always stands for
  List five things your brand always does or values, like explaining prices clearly or replying within a day. Make each one something a customer could notice.
  Why: Pairing your no list with a yes list gives every future choice a quick gut check.
- Daily core Same every day
  Improve one brand asset
  Why: Small, steady fixes to real materials turn your brand decisions into something people actually see.
- Task 2
  Circle the line that sounds most like your brand
  Light day. Read everything you wrote this week and circle the one sentence that sounds most like the brand you want. Copy it to the top of your brand notes.
  Why: Pulling out your strongest line gives the next weeks a clear starting point.
- Task 3
  Note one clearly designed thing you see today
  As you go about your day, find one sign, package, menu or screen that is easy to understand. Write one line on what makes it clear.
  Why: Noticing clear design around you trains your eye with very little effort.

The other 93 days unlock when Brand Builder 100 is yours.

Join the waitlist now

The app launches December 15, 2026. Join the waitlist before then and the Early Adopter badge is yours. The group starts Day 1 on January 1, 2027, and you can start earlier if you like. Sign up after launch and Brand Builder 100 is ready when you are. Your first pack is on us.

How Brand Builder 100 works

What you do each day
3 goals a day. Your daily core, Improve one brand asset, is the same every day. The other two are new each day: Task 2 builds the habit and Task 3 adds a different angle. Each one comes with a short why.
Time and effort
Most days fit around a normal day, all 3 goals together. Some days are lighter, and nothing needs to happen at a set time.
Difficulty and pace
Steady. Small daily steps that grow a little each week. Some days ask a bit more. Milestone badges at 10, 25, 50 and all 100 fully completed days mark how far you came.
Easier alternatives and rest days
Most goals have an easier alternative. “Choose an easier alternative” puts it in its place, and it counts the same as the original goal: the same square, streak and rewards. A rest day protects the streak on days life happens.
Pausing or switching
With another challenge going, you can pause this one any time. Resume later and you pick up on the same day you left. Remove it instead and your history stays: ticks, notes and photos. You always keep at least one challenge going. Up to 3 packs can be active at once, your main challenge included. Active and scheduled packs count; paused, finished and not started ones don't. You can own as many packs as you like and start them later.
What you own
Unlock Brand Builder 100 on its own ($9.99 or a free credit) and it's yours forever, to replay any time. All Access opens every pack while you're subscribed. Credits never expire, so use them when you're ready.

Pack guide

When a client or reply is not available

Use an accurately labeled sample, draft or role-play. Do not invent a customer, review, revenue figure or completed commission. A prepared or appropriately sent message counts; a response, purchase or referral is not required. Keep copyrighted and confidential material out of public samples unless you have permission.

Portfolio and profile prerequisites

Select real work or create a labeled practice sample before writing a case study; then assemble a portfolio and check the link before sending it. A headshot is optional for a personal profile or site and is not a universal resume requirement. Use a simple photo you have permission to use only where useful and customary; no paid shoot is required.

When progress stalls

At Days 25, 50 and 75, record outputs and responses separately. Identify the earliest weak step: finding the right audience, getting attention, demonstrating relevance, making a clear invitation or delivering useful work. Choose one change, complete one real test and set a review date. Switch channel or request targeted feedback when repeating the same approach is not helping; more volume alone is not the goal. Keep follow-up respectful and use a sample only when accurately labeled.

How to use task details

The task title names the action. Open its details for the method, examples and any relevant precautions; Why explains the purpose. Save the stated output or record the action you actually took. Paper and other suitable tools are valid alternatives. Do not mark a real-world result complete merely because a planning note was written. Writing tasks can be done in Journal, on paper or anywhere you like. Linking them to Journal is optional.

Earn 4 milestone badges

10, 25, 50 and all 100 fully completed days of Brand Builder 100: your first achievement, then bronze, silver and gold. Days finished late count too.

Brand Builder 100 0 of 4

Who it's for

Is Brand Builder 100 for you?

For small business owners, makers and creators who want a brand that looks like it costs more. You don't need design software or a big budget to start.

Turn a clear offer into a consistent, usable brand.

What the 100 days cover

Why your brand exists
Knowing your ideal customer
Three feelings for your brand
Your customers' own words
Prompts tailored to your industry

Price and credits

What it costs

This pack: $9.99 once. All 100 days. That pack, owned forever.
Free credit: Your first pack is on us: every new account gets one free specialty credit for any pack, and it never expires. Use it here and it costs nothing.
Richer bundle: $29.99 once. Own every pack currently available in this track, plus any new packs released in this track during the 12 months after purchase. All packs unlocked during that period remain yours forever. Packs released afterward are sold separately.
All Access: $39.99 a year (7 days free, then $39.99/year unless canceled), or $4.99 a month with no free trial. Every current and newly released standard pack while you're subscribed. Access ends when your subscription ends. Packs you own stay yours.

Questions

Good to know

Do I need a logo or design skills already?

No. The first days are about why your brand exists and who it's for, so you're building the thinking a good look comes from.

How long does it take each day?

The daily core is 20 minutes on your brand. That's over 33 hours by Day 100.

Does it work for my industry?

You pick your industry when you start, and the prompts follow it.

What if I miss a day?

Life happens. The app has Rest Days, and your level never goes down.

How much does Brand Builder 100 cost?

Brand Builder 100 is $9.99 once: that pack, owned forever. Every new account also gets one free specialty credit, so you can unlock one pack like this one at no cost. The Richer bundle is $29.99 once: own every pack currently available in this track, plus any new packs released in this track during the 12 months after purchase. All packs unlocked during that period remain yours forever. Packs released afterward are sold separately. All Access Yearly is $39.99 a year (7 days free, then $39.99/year unless canceled), or All Access Monthly is $4.99 a month: every current and newly released standard pack while you're subscribed. Access ends when your subscription ends. Packs you own stay yours.

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