A NO B.S. ALL-IN GUIDE FOR BUSINESS OWNERS.
Branding That Works is your No B.S. guide to cultivating a clear, confident brand that stands out, connects, and scales whether you’re a entrepreneur, startup, nonprofit, or small business who's launching for the first time or, looking to scale. Remove any guess-work, and give your business the tool-set and foundation it deserves to grow and remain impactful.
Be Strategic
Start by uncovering your brand’s core purpose and positioning with clear, focused strategy that sets the foundation for everything that follows. Or, rediscover yourself with refinery when re-launching.
Be Consistent
Be in the know whether you DYI or hire a pro to develop a cohesive visual and verbal identity that consistently communicates your brand across every customer touchpoint—online and offline.
Be Totally Sure.
Launch or relaunch confidently and grow strategically with proven tactics that expand your reach, deepen connections, and build lasting momentum both internally and externally.
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TAKE A LOOK INSIDE
1
Your Brand Journey Begins Here
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The Logo Misconception
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Strategy Before Design
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Branding vs. Marketing
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Start with Your “Why”
4
Build Your Brand Identity System
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What a Brand Identity System Really Is
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Logo + Logomark Variations
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The Psychology and Strategy Behind Color
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Color Format Essentials
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Typography as a Brand Voice
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Patterns & Iconography
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Visual Consistency Across Touchpoints
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The Brand Identity System Checklist
7
Scaling Your Brand as Business Grows
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Branding Isn’t Cosmetic—It’s Foundational
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Smart, Scalable Growth
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When to DIY vs. When to Delegate
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Common DIY Branding Mistakes
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The Hidden Cost of Inconsistency
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How to Build a Strategic Brand on a Budget
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When It’s Time to Scale Your Brand
2
Navigating the
Branding Process
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The Real Problem with Most Branding Efforts
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The Importance of Clarity Before Creativity
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The Four Core Stages of Branding
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Brand Discovery in Depth
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The StoryBrand Framework
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Brand Strategy Essentials
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Crafting Your One-Liner
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Repeatable Strategy Workflow
5
The “DIY” Do’s
and Don’ts
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The Reality of DIY Branding
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What Is a Brand Identity System? (Recap)
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The DOs of DIY Branding
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The DON’Ts of DIY Branding
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Typography, Icons, Layout Rules
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File Formats You Need to Know
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Good Design vs. Bad Design
3
DIY or ROI?
Making the Smart Choice for Your Brand
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The Strategic Role of Brand Identity Design
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Choosing the Right Design Support
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Essentials of a Complete Brand Identity System
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Avoiding Costly Branding Mistakes
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Smart Alternatives and Scalable Solutions for Early-Stage Brands
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6
Implementation
Bringing Your Brand to Life
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From Strategy to Real-World Application
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Omni-Channel Branding
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Customer Journey Examples
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Where Brands Go Wrong
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Making Implementation a Business Priority
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The ROI of Proper Implementation
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Turn Customers Into Evangelists
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Implementation Toolkit
"Highly recommended for nonprofit founders, entrepreneurs, and anyone serious about creating a brand that matters..."
"
As a cofounder of a nonprofit and a veteran, Branding That Works hit home for me. This book is more than just a guide, it's a practical playbook for building a brand that reflects your mission, values, and purpose...The layout is clean and intuitive, with each section offering foundational knowledge, real-world examples, and actionable tips. Whether you're building your brand solo or considering hiring a professional, this book equips you with the tools to make informed decisions.
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- James, Co-Founder - Experienced Autism Alliance
CLARITY,
CONSISTENCY,
& IMPACT.
If you’re tired of confusing advice, fleeting trends, and overpriced consultants, you’re in the right place. Branding That Works is your no-fluff, straight-talking guide to building a brand with clarity, consistency, and impact - from the ground up. Whether you’re a solopreneur, startup, nonprofit, or small business, this book walks you step-by-step through the real work of branding so you can stand out, build trust, and scale with confidence.
I always knew I wanted to help business owners. However, I know not every business owner will hire me to help them.
​
I’ve long believed that good products and services deserve to be noticed. Yet many don’t—not because they lack quality, but because they get lost in a crowded marketplace. This book is for the bold thinkers with big ideas ready to launch, but who lack the insights, experience, or tools to do it successfully. It’s also for those who’ve started their journey and now realize that reaching the next level means rebranding or scaling to compete effectively, deepen customer connections, and strengthen their team for the road ahead.
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Business owners don’t learn these essentials in school, and far too many struggle without clear positioning and messaging. Even more never launch or falter due to gaps in their brand identity. This No-B.S., all-in-one guide is designed to help you capture, refine, and own your business identity and story—so you can launch, relaunch, scale and grow with confidence.
FROM THE HEART OF MICHAEL K. BIGOS
Randi J.
The BRANDMASTER himself has crafted a resource that's intentional and functional for the new solopreneur and the seasoned marketer looking to rebrand. Why do you need this? Because it's the cheat code we've all been asking for to make our businesses and projects both memorable and profitable!
Carlisa M.
Reading Branding That Works has been a game changer for me. As a new entrepreneur, it helped me become more intentional and authentic in how I present my brand. I’ve revisited the manuscript several times...Thank you, Michael, for helping me align my brand with my God given purpose.
Jonathan T.
This book is a valuable resource for entrepreneurs at every stage of their journey. It’s the kind of guide you’ll want to return to during different seasons of your business. Michael’s expertise shines through, providing clear strategies to help you build and strengthen your brand.
