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Brand Builder — Market Research, Naming, Logo & Website, Treasure Coast
Most businesses don't need this. If you're in a hurry, skip to WHO SHOULDN'T BUY IT at the bottom and start there.
The Brand Builder is for a business whose brand doesn't match its work. That's two situations. You're starting from nothing and need a name, a look and a position — or you've been doing good work for years and the presentation makes you look like everyone else.
IT STARTS WITH RESEARCH, NOT DESIGN
Before anything gets drawn, I study your market: who's ranking in your town, what they're all saying, what nobody is saying, and where the opening is. That comes back to you as a one-page Market Positioning Summary — the conclusion in plain English, not the raw research. You approve the position before I design a thing, and everything after that is built to serve it.
WHAT'S INCLUDED
- Local market and competitor research — who's ranking in your town, what they charge, what they promise, and where they're weak
- A one-page Market Positioning Summary: the gap I found, and the position I recommend you own
- Brand discovery, and naming help if you need it, checked against Sunbiz and domain availability before I bring it to you
- A full logo system — wordmark and icon, delivered as SVG in every format you'll ever need: dark, light, horizontal, stacked, favicon
- Colors and typefaces, chosen to hold up in print and on a truck door, not just on a screen
- All the writing. Every word on the site, from a conversation, not a template
- A custom-coded website — up to 10 pages, mobile-first, fast, full schema markup
- Local SEO, and your Google Business Profile claimed, completed and connected to the site
- An AI-readable brand kit, so the assistants people now ask for recommendations describe you correctly
- A launch handoff where every login is written down and handed to you
WHY THE RESEARCH IS THE PART THAT PAYS FOR ITSELF
Anyone can make you a logo. What almost nobody does for a local service business is sit down and work out why the companies ahead of you are winning, and what every one of them is leaving on the table. On the last build I did this way, the research caught four things the owner was days from publishing: a claim about his business status that wasn't true yet, a service he was advertising without owning the equipment to do it, a price floor set below his most profitable job, and a response-time promise he would have broken three days a week. Any one of those is the bad review that ends a new business in a town this size. That is what the money is for.
FOUR WEEKS, TWO APPROVAL GATES, ONE PRICE
$4,500 flat. Half at checkout, half a month later — never all up front. The four weeks starts the day the last piece of intake arrives, not the day you pay, so if something on your end takes a week, that's a week, not a promise I break.
Two rounds of revisions on the website and on the copy, two logo concepts with two rounds on the one you pick, one round on the positioning, and two rounds of five names. All of it is written into the agreement so nobody has to guess later. Anything I built wrong is not a revision and is never charged.
HOW IT WORKS
1. You buy, and get the intake form — this one is longer than the others, about thirty minutes
2. The clock starts when the last piece of intake arrives, and I tell you the date
3. Week one: research and discovery, ending with the Positioning Summary. You approve the position before anything gets designed
4. Week two: logo, colors and type. You pick a direction before anything gets built
5. Week three: copy written, site built, staging link sent
6. Week four: revisions, Google profile connected, launch, and every login handed over
WHAT YOU OWN
Everything. Copyright assigned to you in writing — the name, the logo files, the copy, the code. The domain is in your name from day one and there is no fee to leave. If you fire me the week after launch you walk out with all of it, including the original editable files.
WHAT THIS ISN'T
Photography. Custom illustration or a mascot, which is a quoted add-on. Trademark clearance — I check Sunbiz and USPTO and flag what I find, but I am not an attorney, and for a name you are going to build ten years on, pay one. Entity formation. Online stores. Print and vehicle wraps.
WHAT MOST PEOPLE ADD
A monthly plan, because a new brand nobody is looking at is just a nice folder on your desktop. Local Visibility at $300 a month is the usual choice. Extra pages beyond ten are $200 each. A Spanish version of the site is quoted separately — almost nobody local offers one, and around here that is a real gap.
HONEST ABOUT TIMING
Four weeks is calendar time, and it holds as long as intake is complete and approvals come back inside two days. The thing I cannot speed up is search. A new name has no history with Google, so expect three to six months before local results catch up to it. A brand does not make the phone ring by itself. It makes the ringing worth answering.
COMMON QUESTIONS
How is this different from the Premium build? Premium builds an excellent website around a business you have already defined. This defines the business first. If you cannot finish the sentence "we are the ones who..." without describing what everyone else in town also does, that is the difference, and it is worth more than the $1,500 between them. The Premium build is $3,000 and is here if that is all you need.
Can I just get the research? The look at your market is part of the free fifteen-minute call — I will tell you what I see on your listing and your site before you spend anything. The full Market Positioning Summary, the one that names the gap and the position you should own, is deliverable one of this package and stays inside it.
What if I hate the name? Naming is two rounds of five names, included. If neither round lands, we keep your working name and I build everything else around it. I am not going to talk you into a name you will wince at on the phone for the next ten years.
Do you only do this for trades? No. It is built around local service businesses because that is who nobody else builds it for, but the process is the same for anyone with a service area and competitors.
WHO I AM
Dennis Aguilar. I do the research, the naming, the design, the writing and the code myself. There is no account manager and nobody to hand you off to. Before this I ran the business development department at a car dealership, which is where I learned that most businesses do not lose customers on quality — they lose them in the first thirty seconds of contact. This package is that lesson applied to everything a customer sees before they call.
WHO SHOULDN'T BUY IT
If people already know your name and can find you, you do not need a brand. Spend the money on the Local Visibility plan instead — it is $300 a month and it will do more for your phone than a new logo will. I would rather tell you that now than take $4,500 for something you did not need.
Bought the wrong thing? Tell me within seven days and I will refund it in full, no questions.
Most businesses don't need this. If you're in a hurry, skip to WHO SHOULDN'T BUY IT at the bottom and start there.
The Brand Builder is for a business whose brand doesn't match its work. That's two situations. You're starting from nothing and need a name, a look and a position — or you've been doing good work for years and the presentation makes you look like everyone else.
IT STARTS WITH RESEARCH, NOT DESIGN
Before anything gets drawn, I study your market: who's ranking in your town, what they're all saying, what nobody is saying, and where the opening is. That comes back to you as a one-page Market Positioning Summary — the conclusion in plain English, not the raw research. You approve the position before I design a thing, and everything after that is built to serve it.
WHAT'S INCLUDED
- Local market and competitor research — who's ranking in your town, what they charge, what they promise, and where they're weak
- A one-page Market Positioning Summary: the gap I found, and the position I recommend you own
- Brand discovery, and naming help if you need it, checked against Sunbiz and domain availability before I bring it to you
- A full logo system — wordmark and icon, delivered as SVG in every format you'll ever need: dark, light, horizontal, stacked, favicon
- Colors and typefaces, chosen to hold up in print and on a truck door, not just on a screen
- All the writing. Every word on the site, from a conversation, not a template
- A custom-coded website — up to 10 pages, mobile-first, fast, full schema markup
- Local SEO, and your Google Business Profile claimed, completed and connected to the site
- An AI-readable brand kit, so the assistants people now ask for recommendations describe you correctly
- A launch handoff where every login is written down and handed to you
WHY THE RESEARCH IS THE PART THAT PAYS FOR ITSELF
Anyone can make you a logo. What almost nobody does for a local service business is sit down and work out why the companies ahead of you are winning, and what every one of them is leaving on the table. On the last build I did this way, the research caught four things the owner was days from publishing: a claim about his business status that wasn't true yet, a service he was advertising without owning the equipment to do it, a price floor set below his most profitable job, and a response-time promise he would have broken three days a week. Any one of those is the bad review that ends a new business in a town this size. That is what the money is for.
FOUR WEEKS, TWO APPROVAL GATES, ONE PRICE
$4,500 flat. Half at checkout, half a month later — never all up front. The four weeks starts the day the last piece of intake arrives, not the day you pay, so if something on your end takes a week, that's a week, not a promise I break.
Two rounds of revisions on the website and on the copy, two logo concepts with two rounds on the one you pick, one round on the positioning, and two rounds of five names. All of it is written into the agreement so nobody has to guess later. Anything I built wrong is not a revision and is never charged.
HOW IT WORKS
1. You buy, and get the intake form — this one is longer than the others, about thirty minutes
2. The clock starts when the last piece of intake arrives, and I tell you the date
3. Week one: research and discovery, ending with the Positioning Summary. You approve the position before anything gets designed
4. Week two: logo, colors and type. You pick a direction before anything gets built
5. Week three: copy written, site built, staging link sent
6. Week four: revisions, Google profile connected, launch, and every login handed over
WHAT YOU OWN
Everything. Copyright assigned to you in writing — the name, the logo files, the copy, the code. The domain is in your name from day one and there is no fee to leave. If you fire me the week after launch you walk out with all of it, including the original editable files.
WHAT THIS ISN'T
Photography. Custom illustration or a mascot, which is a quoted add-on. Trademark clearance — I check Sunbiz and USPTO and flag what I find, but I am not an attorney, and for a name you are going to build ten years on, pay one. Entity formation. Online stores. Print and vehicle wraps.
WHAT MOST PEOPLE ADD
A monthly plan, because a new brand nobody is looking at is just a nice folder on your desktop. Local Visibility at $300 a month is the usual choice. Extra pages beyond ten are $200 each. A Spanish version of the site is quoted separately — almost nobody local offers one, and around here that is a real gap.
HONEST ABOUT TIMING
Four weeks is calendar time, and it holds as long as intake is complete and approvals come back inside two days. The thing I cannot speed up is search. A new name has no history with Google, so expect three to six months before local results catch up to it. A brand does not make the phone ring by itself. It makes the ringing worth answering.
COMMON QUESTIONS
How is this different from the Premium build? Premium builds an excellent website around a business you have already defined. This defines the business first. If you cannot finish the sentence "we are the ones who..." without describing what everyone else in town also does, that is the difference, and it is worth more than the $1,500 between them. The Premium build is $3,000 and is here if that is all you need.
Can I just get the research? The look at your market is part of the free fifteen-minute call — I will tell you what I see on your listing and your site before you spend anything. The full Market Positioning Summary, the one that names the gap and the position you should own, is deliverable one of this package and stays inside it.
What if I hate the name? Naming is two rounds of five names, included. If neither round lands, we keep your working name and I build everything else around it. I am not going to talk you into a name you will wince at on the phone for the next ten years.
Do you only do this for trades? No. It is built around local service businesses because that is who nobody else builds it for, but the process is the same for anyone with a service area and competitors.
WHO I AM
Dennis Aguilar. I do the research, the naming, the design, the writing and the code myself. There is no account manager and nobody to hand you off to. Before this I ran the business development department at a car dealership, which is where I learned that most businesses do not lose customers on quality — they lose them in the first thirty seconds of contact. This package is that lesson applied to everything a customer sees before they call.
WHO SHOULDN'T BUY IT
If people already know your name and can find you, you do not need a brand. Spend the money on the Local Visibility plan instead — it is $300 a month and it will do more for your phone than a new logo will. I would rather tell you that now than take $4,500 for something you did not need.
Bought the wrong thing? Tell me within seven days and I will refund it in full, no questions.