diff --git a/CHANGELOG.md b/CHANGELOG.md
index d2b8d30..5f4730f 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -15,6 +15,12 @@ GUI, tests, documentation, AGPL compliance; 38 findings) produced most of what
 follows. Its four open items live in [roadmap.md](docs/roadmap.md); its working
 document is not part of the release.
 
+### Changed
+
+- README hero line and a **Positioning** block in `docs/product.md` record the
+  tagline (`YOUR SMTP. YOUR RULES.`) and hero copy; the stamp subtitle stays
+  `SELF-HOSTED SMTP RELAY`. `docs/assets/selfpost-proof.html` updated to match.
+
 ### Added
 
 - Roadmap item and plan for `/preflight` installation check page
diff --git a/README.md b/README.md
index 89c2cd0..97a2ec8 100644
--- a/README.md
+++ b/README.md
@@ -4,15 +4,16 @@
 
 # SelfPost
 
-Self-hosted outbound SMTP relay with a web control panel, shipped as a single
-Docker image. Postfix, OpenDKIM, and a small Go panel run together under
-`supervisord`; you configure domains, DKIM keys, and SASL applications once,
-then point your apps at the SMTP endpoint.
+Self-hosted SMTP relay with a web panel — one Docker image, no provider.
 
-SelfPost sends mail straight to the internet from **your own IP**, with per-domain
-DKIM signing. It is outbound by default — no mailboxes or webmail. An optional
-inbound relay (backup-MX / forwarder on port 25) can be turned on; it forwards
-to an upstream, it does not store mail.
+Postfix, OpenDKIM, and a small Go panel run together under `supervisord`; you
+configure domains, DKIM keys, and SASL applications once, then point your apps
+at the SMTP endpoint.
+
+SelfPost sends mail straight to the internet from **your own IP**, with
+per-domain DKIM signing. No mailboxes or webmail. An optional inbound relay
+(backup-MX / forwarder on port 25) forwards to an upstream; it does not store
+mail.
 
 **For:** operators who run their own VPS or home server and want a simple relay
 they control, without a third-party SMTP provider.
diff --git a/docs/assets/selfpost-proof.html b/docs/assets/selfpost-proof.html
index 4020c8f..0f6409d 100644
--- a/docs/assets/selfpost-proof.html
+++ b/docs/assets/selfpost-proof.html
@@ -86,6 +86,14 @@
   <p>Марка-надпись: имя — само поле знака, край держат зубцовка и волосяной контур. Один файл работает на светлой и тёмной теме.</p>
 </header>
 
+<section>
+  <h2>Positioning</h2>
+  <div class="note"><b>Stamp subtitle:</b> SELF-HOSTED SMTP RELAY (unchanged on the mark).<br>
+  <b>Tagline:</b> YOUR SMTP. YOUR RULES.<br>
+  <b>Hero line (README, GitHub):</b> Self-hosted SMTP relay with a web panel — one Docker image, no provider.<br>
+  Canonical copy also lives in <code>docs/product.md</code> § Positioning.</div>
+</section>
+
 <section>
   <h2>Эталон</h2>
   <div class="hero"><svg class="" viewBox="0 0 330 150" width="330" height="150" role="img" aria-label="SelfPost — self-hosted SMTP relay">
@@ -121,7 +129,7 @@
 <text x="165.0" y="115" text-anchor="middle" font-family="'IBM Plex Mono',monospace" font-size="11.5" letter-spacing=".15" fill="#F6EDE2">SELF-HOSTED SMTP RELAY</text>
 </svg>
         <h3>SelfPost</h3>
-        <p>Self-hosted outbound SMTP relay with a web control panel, shipped as a single Docker image.</p></div>
+        <p>Self-hosted SMTP relay with a web panel — one Docker image, no provider.</p></div>
     </div><div class="cap"><b>light</b><br>Тёплое поле отделяет марку от белого GitHub, контур ловит край.</div></div>
     <div><div class="gh dk">
       <div class="bc">mixeme / <b>selfpost</b></div>
@@ -135,7 +143,7 @@
 <text x="165.0" y="115" text-anchor="middle" font-family="'IBM Plex Mono',monospace" font-size="11.5" letter-spacing=".15" fill="#F6EDE2">SELF-HOSTED SMTP RELAY</text>
 </svg>
         <h3>SelfPost</h3>
-        <p>Self-hosted outbound SMTP relay with a web control panel, shipped as a single Docker image.</p></div>
+        <p>Self-hosted SMTP relay with a web panel — one Docker image, no provider.</p></div>
     </div><div class="cap"><b>dark</b><br>Тот же файл: на тёмном работает поле, контур просто исчезает.</div></div>
   </div>
 </section>
diff --git a/docs/product.md b/docs/product.md
index 7de5ccc..f49ca6e 100644
--- a/docs/product.md
+++ b/docs/product.md
@@ -10,14 +10,25 @@ in [guide.md](guide.md); as-built technical detail in
 
 ## Purpose
 
-SelfPost is a self-hosted **outbound SMTP relay** with a web control panel,
-shipped as a single Docker image. It sends mail directly to the internet from
-your own IP with per-domain DKIM signing.
+SelfPost is a self-hosted **SMTP relay** with a web control panel, shipped as a
+single Docker image. It sends mail directly from your server with per-domain
+DKIM signing; an optional inbound relay forwards mail on port 25 without
+storing it.
 
 **Primary workflow:** configure the relay once (domains, DKIM, SASL
 applications), then point scripts and apps at the SMTP endpoint. SelfPost
 delivers as the configured sending domain.
 
+## Positioning
+
+| | Text |
+|---|---|
+| Stamp subtitle | SELF-HOSTED SMTP RELAY |
+| Tagline | YOUR SMTP. YOUR RULES. |
+| Hero line (README, GitHub) | Self-hosted SMTP relay with a web panel — one Docker image, no provider. |
+
+Brand assets and metrics: [docs/assets/selfpost-proof.html](assets/selfpost-proof.html).
+
 ---
 
 ## Deployment context (fixed assumptions)