launch27 27 weeks coaching

to Building a BUSINESS Once and for All

Week 2 - Mon - Branding

Rohan Gilkes’ 27 Days to Building a Business Once and For All: Branding

rohanJune 7, 2016 by rohan

The internet is just like real life. If you’re good looking you’ll get more advantages…

So today we’ll start to take some action and figure out our website design and the general look and feel we’re trying to convey.

But before we get moving, here’s a word of caution for the “Launch with an MVP” folks.

Minimum Viable Product is Flawed

At its core, launching with an MVP is a great idea: Launch quickly and get out the gate with as little effort as possible.

Sounds great! But often folks take this concept to heart and end up with something that looks like this…

Minimum Viable Pizza

Screenshot 2016-06-06 20.21.55


If were were testing an idea for selling pizza we would end up selling none and concluding that there is no demand for pizza. Unfortunately this is the same mistake people make with their websites.  Poor design, no sales, and then a conclusion that the “idea” wasn’t great.

How we do it?

We try to launch with great design every single time. This way we can remove the confusion around if it was the website or the business itself that did not work.

This is a fatal mistake that I see a lot of folks make and is really the same mistake folks often make with their websites when they are in MVP mode.

Let’s be real for a second: Your $35 WordPress theme that  you hacked together overnight may not instill the trust needed to get someone to enter their credit card data.

We’re in it to win. So we launch with a cohesively branded website that connect with our customers from day one! MVP or not!

Launching with a great brand

Since this business will be in North Carolina, we felt these Carolina colors would work well, so we picked up this theme from and over the next few days we’ll show how we install it and tweak it to fit our needs.

Screenshot 2016-06-06 20.30.17

By the time we launch if we don’t have one of the BEST websites in our market, we go back to the drawing board. Our goal is to set ourselves up to dominate!

We want to evoke emotion baby! Action, trust, fun, fresh, weird, fast, high-quality, ingenuity, friendliness…something!!!

Screenshot 2016-06-06 20.34.01

No matter what, your branding has to leave the customer with some type of emotion. Lousy branding either misses the emotion altogether or elicits the wrong one for the product/service you’re selling.

Human Faces

People connect with people. Not with lawnmowers or shovels.  So we make sure to show multiple people enjoying our product, happy after enjoying it, or performing the service.

Screenshot 2016-06-06 20.36.14

Sophisticated Startup Feel

Our audience will be younger millennials and more web savvy folks that get the allure of instant online booking. So we make sure we connect with them by showing the mobile friendliness of our website.

Screenshot 2016-06-06 20.39.17

Unique Selling proposition

For us, we’re going with super simple online booking at a flat rate per hour.  Very easy to understand.

Screenshot 2016-06-06 20.40.28

So that’s it for today, just a quick overview of our branding decisions.  Tomorrow should be fun.


1) Go here and purchase a theme for your business.  (This is your website)

2) Go here and purchase hosting for your business.  (This is how your site gets online)

Complete these two steps and send over your theme to and we will install it for you in 24 hours.  Super easy to get online!  Look forward to hearing for you.


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About the Author

Startup entrepreneur , writer, and local brand builder. I’ve launched and grown several companies, generated millions in revenue, and along the way allowed thousands of people to peek over my shoulder to see what works. What follows is the 80/20 approach to building a successful business.