The Bootstrapper’s Guide to Branding with No Money

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Welcome to my beginner’s guide to branding, but…

I’m no branding expert.

I’ve never done any work for Nike.

And I’ll never be like Chris Do who can create sleek, sexy brands with his eyes closed.

I am, however, a frugal fellow.

I’m a DIY-er and bootstrapper that likes to spend little—preferably nothing at all—to gain as much value, outcome, and profit as possible.

When it comes to branding a business or launching a website, I’ve found ways to create a strong brand presence without spending a dime.

So if you want to stay lean, keep margins high, and costs low, here’s my guide to branding that’ll cost you ZERO DOLLARS:

1. Colors: Develop a cohesive color palette.
2. Typography: Choose fonts that reflect your brand’s personality.
3. Logo: Use a simple icon or text-based logo.
4. Imagery: Select and use images that enhance your brand’s message.
5. Messaging: Craft a compelling brand story and consistent tone.

1. Brand Colors

Colors are the heart and soul of your brand’s visual identity. They set the mood, convey emotions, and can even influence decisions. But you don’t need to hire an expensive designer to pick a palette that pops.

Start with the basics: choose a primary color that embodies your brand’s spirit.

Then, add a few complementary colors to round out your palette. Think of it as choosing an outfit – you want everything to match, but also stand out.

Here are my go-to color palette generators you can use for free:

• Coolors
• Adobe Color

2. Typography

The right fonts can speak volumes about your brand’s personality—be it bold, quirky, professional, or fun.

And guess what? You don’t need a fancy font foundry to nail this.

Start simple: pick a primary font for headlines and a complementary one for body text.

Or keep it super simple and stick with a single font for everything (that’s what I’ve done here on my personal website, I use Inter).

Just remember, the font you choose must be readable, especially for online content.

But where can you get free fonts? There’s only one place I go: Google Fonts.

3. Logo

Your logo does not equal your branding. But it does play a big part in the overall brand experience.

If you’re lucky, perhaps you can hire a designer for $35 to make a swoosh to represent your future multi-billion dollar company?

In all seriousness, I have 2 approaches when it comes to DIY-ing your logo without breaking the bank:

Iconic Logos

An iconic logo is a simple, graphic representation of your brand.

Just browse around any of these platforms for a free icon (which I believe includes the rights for commercial use—you may want to double check for yourself):

• Flaticon
• The Noun Project
• Icons8

As a web design agency, I paid for a subscription to Envato Elements. I’ve used many of their icons for both client and personal projects (such as this project and this client’s logo).

Typographic Logos

Sometimes, a well-chosen font can serve as your logo.

In fact, I wanted to ship a new business offer, UseOnePage.ca, as fast as possible.

So, I simply used the font for the website and made a quick logo with it.

Was I being lazy? You bet your ass.

Will it suffice in the short term? You damn right it will.

Am I going to get a proper logo later on? That’s the plan!

4. Imagery

This is a tough topic.

Because many business owners feel insecure about getting behind the camera and taking a bunch of photos of themselves, their team, and their working world.

I recommend to all my clients to figure out who has the best smart phone at their company and start capturing the behind the scenes of the business. Along with getting your team to pose and have a little fun together.

Ultimately, personal and authentic images are going to resonate more with your audience than generic stock photos.

Tips for Capturing Great Photos:

• Natural Lighting: Use natural light whenever possible. It makes your photos look more vibrant and professional.
• Composition: Pay attention to the composition. Use the rule of thirds, and ensure your subject is in focus.
• Consistency: Apply the same filters or editing style to all your photos to maintain a cohesive look.

As a Last Resort

If you absolutely need additional images, turn to royalty-free image sites:

• Unsplash: High-resolution, royalty-free images.
• Pexels: A huge library of free images.
• Pixabay: Offers a variety of free images and illustrations.

5. Messaging

Messaging is everything.

It’s how you connect with your audience, build trust, and stand out in a crowded market.

But how do you get your brand’s messaging right without having to pay me 1000s of dollars to do it for you?

Start with Your Story

Every brand has a story. What’s yours? Think about why you started your business, the values that drive you, and the unique solutions you offer.

Crafting your story helps humanize your brand and makes it relatable.

Define Your Tone

Your tone of voice should reflect your brand’s personality. Are you professional and formal, or casual and friendly? Consistency in tone helps build recognition and trust. Here’s how to define it:

• Identify Your Audience: Who are you talking to? Tailor your tone to resonate with your target audience.
• Be Authentic: Stay true to your values and mission. Authenticity resonates more than trying to be something you’re not.
• Consistency is Key: Use the same tone across all platforms—your website, social media, emails, and even customer support.

Create Key Messaging Points

Develop a few key messages that capture the essence of your brand. These should be concise and convey the most important aspects of what you do and why it matters.

• Elevator Pitch: A brief statement that summarizes your brand in a compelling way.
• Value Proposition: What unique value do you offer? Why should people choose you over the competition?
• Tagline: A memorable phrase that encapsulates your brand’s mission or promise.

Want My Guide to Branding Cheat Sheet?

I’ve got a Guide to Branding Cheat Sheet stashed away in my Google Drive. If you want a copy drop a comment below or shoot me a DM on LinkedIn and its yours!

If you’d prefer to get your branding done for you, let me know.

I can put together a lean brand concept for just $1,000 CAD.

Click here. Fill out my form. And let’s bring your brand to life!