In Part 3 of our “So You Want to Start a Sign Shop” series, Joe and Liz Aranella are joined by special guest Russell Toynes — branding expert, sign shop owner (Studio Dzo), and creative leader — to dive deep into how to build a strong, authentic brand for your sign business.
From creating a meaningful company name to understanding how branding, marketing, and sales all work together, this episode is packed with actionable advice whether you’re just starting out or looking to take your shop to the next level!
✅ Learn why your “why” matters more than your logo
✅ How to create a brand customers trust
✅ Marketing ideas beyond brochures and business cards
✅ Plus, why branding is like flossing!
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Time Stamps:
00:00 – Intro and Welcome
01:00 – Meet Russell Toynes: Branding Expert and Sign Shop Owner
04:00 – Russell’s Branding Journey from Dell to Studio Dzo
08:00 – Defining Branding, Marketing, and Sales for Sign Shops
12:00 – How to Name Your Sign Company Strategically
18:00 – The Importance of Mission and Vision Statements
23:00 – Why Your Brand is More Than a Logo
30:00 – Building Customer Trust Through Branding
38:00 – What’s in a Brand Kit? Logos, Typography, Colors
42:00 – Marketing Tips for New Sign Shops
48:00 – Creating Memorable Customer Experiences
55:00 – Lessons Learned from Running a Branding-Focused Sign Shop
58:00 – Rapid Fire Fun Questions
1:01:00 – Final Thoughts on Branding and Starting Your Shop
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