docs: adopt YOUR SMTP. YOUR RULES. tagline and hero line

Record canonical positioning in product.md and refresh the stamp, README,
and brand proof page now that inbound relay is in scope.

docs: keep SELF-HOSTED SMTP RELAY on the stamp

Revert the mark subtitle; tagline and hero line stay in product.md and README only.

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

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.

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>

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)