I'm Building Brand & Theory for Blue-Collar Business Owners to Find More Customers.
- Jonathan Wilson
- Jul 24
- 3 min read
If you’ve ever tried to grow a small business with zero marketing budget and no agency support… I’ve been in your shoes. And I built Brand & Theory for you to find more customers.
My name is Jonathan Wilson. By 28, I had already started and sold multiple “blue-collar” "hobby" companies for millions—using simple, smart marketing moves that most people overlook. I didn’t have a big team. I didn’t raise investor money. I bootstrapped, stayed scrappy, and outworked the competition.
My main gig is in the marketing trenches—building growth strategies for billion-dollar brands like Nike, Disney, Morgan Stanley, and MLB. That experience taught me two things:
Big brands spend big money on marketing because it works.
The blue-collar world gets left behind—not because they’re not capable, but because nobody gives them the tools.
And that’s the gap I’m here to fill.
The Marketing Gap in Skilled Trades to Find More Customers.
Let’s be real—if you’re a contractor, plumber, landscaper, or electrician, chances are:
You rely mostly on word-of-mouth and referrals.
You’ve been burned by overpriced marketing “experts.”
You’re too busy on the job site to figure out SEO or social media.
But here’s the truth:
💡 The skilled trades are some of the most underserved and undermarketed industries in the country. Yet, they’re the backbone of the economy.
Most agencies don’t understand the trades. They speak in buzzwords, not in job leads. They want $5,000/month retainers, when what you really need is a no-BS plan to get more customers.
What is Brand & Theory?
Brand & Theory is a series of do-it-yourself marketing guides built specifically for tradesmen, contractors, and small business owners who want to grow—without hiring a big agency or wasting money on fluff.
These guides are:
Affordable ($12–$40)
Step-by-step
Written in plain English
Packed with templates, checklists, and real-world examples
It’s everything I’ve learned from building blue-collar businesses and billion-dollar brands—distilled into guides you can use in real life.
Why I Care About This
Because I’ve been the guy trying to figure it out on his own.
Because I’ve seen too many good tradesmen lose out to louder competitors who don’t do better work—just better marketing.
Because your business deserves to grow. And I believe if you had the right tools, you could build something incredible—on your terms.
This isn’t about becoming an influencer. It’s about finding customers, getting more calls, earning more reviews, and building a brand that lasts.
What to Expect From This Blog
Every blog I write will be rooted in one goal:
Help hardworking business owners turn hustle into growth.
Upcoming topics include:
How to show up on Google without spending a dime
What separates a $50K business from a $500K business
The power of branding for blue-collar companies
Simple strategies to turn 1 job into 5
…and a whole lot more
If you’re ready to learn real marketing—no gimmicks, no agencies—just honest, proven tactics that get results, then you’re in the right place.
Let’s Get to Work
Follow along as I break down marketing, one simple tactic at a time—Brick by Brick.
And if you ever feel stuck, just remember:
You don’t need fancy tools. You need a smart plan and the guts to execute.
Let’s build your business the right way.
— Jonathan Wilson
Founder, Brand & Theory
Built for Blue-Collar.
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