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Branding for small businesses

Branding means looking like the same business everywhere.

It is not a logo that cost thousands. It is a customer recognizing you on the truck, the sign, the Google listing and the receipt without having to think. A few decisions, made once, get you there.

Time:
A weekend, once
Cost:
Free to modest
BRAND SHEETYour ShopHonest work since 2009.AaOne typeface for headlinesCOLORS#1C4DA0#FBB92C#141A35Your ShopYOUR SHOPSame everywhere

Is it worth your time?

Worth it if

  • Your sign, your truck, your website and your Facebook page look like four different businesses.
  • You are about to print something: a sign, cards, shirts or a menu.
  • You are new and choosing a name and a look for the first time.

Skip it for now if

  • You are thinking about a rebrand instead of fixing the basics. A new logo won't fix wrong hours or a lack of reviews.
  • Customers already recognize you. Don't change a look that works because you are tired of it.

Step one

Decide these once

Do these in order, in one sitting if you can. After that, the only work is the weekly rhythm further down.

  1. Step 1: One name, written one way

    “Miller & Sons Plumbing” everywhere. Not “Miller Plumbing” on the truck and “Miller and Sons LLC” on Google. Matching names also help you show up in local search.

    Make your details match everywhere →

  2. Step 2: One logo, in the right files

    A simple mark that can still be read when it is an inch wide. Keep a vector file for printing and a square version for profile pictures.

  3. Step 3: Two colors

    A main color and an accent, plus black or white. Write down the exact color codes so the printer, the sign shop and the website all match.

  4. Step 4: One or two typefaces

    One for headlines and one for everything else. Use them on the menu, the flyer and the website.

  5. Step 5: One sentence

    What you do, who for and where: “Honest auto repair for Eastside families since 2009.” Use it as your description on every site.

  6. Step 6: A way of sounding

    Choose three words for how you talk to customers, such as friendly, plain and quick. Write your posts, emails and review replies that way.

Where it shows up

Once the decisions are made, the job is using them the same way in four places.

  1. 01

    Online

    The same profile picture, name and sentence on Google, Facebook, Instagram and your website.

  2. 02

    In person

    The sign, the door, the counter, the menu and what the staff wear. Stand across the street. Can you read the name?

  3. 03

    On paper and on the road

    Cards, invoices, bags and the truck. Send the same logo file and color codes with every order.

  4. 04

    In your photos

    Your own photos, taken in the same kind of light, do more for recognition than any graphic.

Put it on a shirt →

A rhythm you can keep

A weekend, once
This weekend
Write a one-page brand sheet: name, logo files, color codes, typefaces, sentence
Every time you order
Send the sheet along with it
Once a year
Search for yourself, walk your own storefront and fix what doesn't match

Mistakes to skip

  • Paying for a full rebrand before the basics work.
  • A logo with fine detail that disappears when it is small.
  • A new look for every flyer.
  • A different business name on different sites.

Do this today

Put your profile pictures from Google, Facebook and Instagram side by side. If they don't match, pick one and change the other two.

Businesses that get the most from branding

Each page ranks every channel for that kind of business and gives you the first jobs to do.

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Make your business details match everywhere online

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· 2 min read

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