Brand sheet
[Business name] logo
[Business name]
[What we do, one sentence, the way the owner said it.]
[Phone as printed] [Towns / area]
[website, only if real]

We promise

  • [Real reason people pick us, from the owner or a real review]
  • [What we always do]
  • [What we always do]
  • Never: [what we never do]
  • Never: [what we never do]
"[Exact words from a real review.]"— [First name], [where it was posted]

How we sound

[Word 1]. [This means.] Not: [this does not mean.]
[Word 2]. [This means.] Not: [this does not mean.]
[Word 3]. [This means.] Not: [this does not mean.]

We say: [words the owner uses]

We never say: [words the owner never wants]

[First names / sir and ma'am]. Texts signed "[– Name]". [Text first / call first].

Colors — four, no more

Main[#______]
Logo, headings, truck, sign
Dark[#______]
All text
Light[#______]
Backgrounds, paper
Accent[#______]
Prices, "call now," one thing per page
From [the logo file / the truck photo / the "[feel]" set]. White text on Main: [yes / no, use dark]. Sign shop: match the hex, or bring a business card.

Type — two, no more

[Heading font][Body font] for everything else
Headings: [Heading font], bold. Fallback: [ ].
Everything else: [Body font]. Fallback: [ ].
Free at fonts.google.com. Never all-caps body text.

Photos

Our kind of photo: [what their real photos have in common].

Take: [before and after, the crew, the truck at the job].

Never: stock photos, made-up pictures, filters.

Fix first

  1. [Place that matches least] — [the fix]
  2. [ ] — [ ]
  3. [ ] — [ ]

How we talk (samples)

Text: "[built from their real samples]"

Voicemail: "[under 20 seconds]"