Your DIY Blueprint for Success
Where Blue & White-Collars Collide
About Brand & Theory
The intersection of the "Blue" and White" Collar
Most small business owners in the trades rely on referrals, reputation, and raw hustle. But in today’s world, that only gets you so far. Customers expect to find you online, read your reviews, scroll your photos, and decide within seconds if they trust you.
That’s where Brand & Theory comes in. No matter the size of the company, the same marketing fundamentals always apply: clear branding, strong messaging, a solid online presence, and consistent visibility. The problem? Most tradesmen don’t have the knowledge, budget, or desire to hire a fancy agency.
So I created simple step-by-step marketing guides that every small business needs, leaving out the fluff that they don't.
About Jonathan
Marketing wasn't made for the blue collar – so I built something better.
I’ve spent well over a decade in the marketing trenches — developing growth strategies for some of the biggest brands on the planet. I’ve helped agencies generate millions in revenue while guiding global campaigns for names like Nike, Disney, Morgan Stanley, MLB, and more.
But while big brands often get all the attention, I’ve watched too many small businesses and startups get left behind — not because they don’t have the talent, but because they don’t know where to start with marketing (and don’t have $50,000 to hire someone who does).
I’ve been in their shoes.
Years ago, I built a woodworking hobby startup from my garage. I used the exact same principles I was applying to Fortune 500 brands — and after six years, I successfully sold that business to a national retail brand. No team, no agency, no shortcuts — just smart strategy and a lot of sweat equity.
Today, I still lead a marketing agency based in New York City, where we use these same tactics for some of the most recognizable companies in the world.
Brand & Theory was born from that experience.
I built this guide for people like me — the ones who like to do it themselves. The ones who are out in the field every day building, fixing, hustling. The tradesmen, the contractors, the business owners who just need the right plan and the right tools to grow.
If I were to start another business tomorrow, I’d follow the same steps laid out in Brick x Brick. And now, so can you.
