01 / Look like you mean it
People pick the business that looks trustworthy at a glance. Give yours a clear story and a look that holds up on a van, a menu, a phone screen and a shopfront.
4 possible scopes in this chapter
Decide what you want to be known for before anyone draws a logo. A short, honest position makes every later choice easier.
A mark people recognize and a system that keeps everything consistent, whether you run one van or ten.
Keep what customers already recognize and fix what looks dated or patchy. Not every brand needs a restart.
Carry the brand onto the things people actually touch: cards, menus, flyers, uniforms, vehicles and windows.
Tools follow the task
Illustrative tools only. The final choice depends on what you already use, your budget and who will look after it.