At 2TON, we’ve worked with businesses across industries and there’s one thing I say to all of them – before you spend a single dollar on advertising, make sure your brand and communication foundation is rock solid. That advice holds especially true for gun ranges and retailers.

I get it. It’s tempting to jump straight into billboards, TikTok videos or local radio ads. But without a defined brand, all that effort becomes noise. Here’s what I recommend every local range or shop does before launching any kind of campaign.

1. Get Your Brand Right — And Make It About Your Customer

Yes, your brand should make you proud. But more importantly, it needs to resonate with your customer. If you’re a former military or law enforcement professional starting a range, that story matters – but only if it connects with the people walking through your doors. Are you targeting competitive shooters? First-time gun owners? Families? Tourists?

That’s why so many strong brands lean into a clean, timeless logo. Your brand needs to last and speak to all types of customers over time. And by the way, your brand is not just your logo. It’s your voice and tone. Your elevator pitch. Your tagline. Your service line. Your colors, fonts, photography style. The best brands define and document all of these so they can be consistent and cohesive.

I’ve got a saying: “Be consistent, cohesive and cool – in that order.” Of course, we want to look sharp and stand out. But what builds trust over time is showing up the same way, every time.

2. Let the Campaign Do the Flexing

Campaigns are where you adjust. Think: a Father’s Day promotion, a ladies-only training night or a new shooter safety class. Each campaign can have its own theme, spokesperson, even jingle or tagline – but it should always live under the umbrella of your main brand. That’s what companies like Nike and the milk industry did with “Just Do It” and “Got Milk?” Campaigns can be seasonal, short-term or last for years – but they shouldn’t require you to reinvent your identity every time.

3. Don’t Skip the Basics: Business Cards and Signage

Yes, you still need a business card. A good one. You want something that makes a real impression in the five minutes before it gets tossed – or better yet, saved. The same goes for flyers and brochures.

And if you’re lucky enough to have a storefront or range with signage, that is free marketing. Treat it like a billboard. Make sure it’s branded, professional and easy to read from a distance.

4. Your Website Is Your Digital Business Card

Gone are the days when websites were optional. Today, they’re as essential as your phone number. Before you even think about using your site for lead gen or ads, it needs to validate your business. It should look like your brand, speak like your brand and function like your business. It doesn’t have to be huge – five pages is fine, but it must be clean, easy to navigate and mobile-friendly.

5. Be Findable — Especially on Google

If you’re a local business, Google Business (Maps) is your best friend. This is where most of your potential customers will find you. Ensure your profile is claimed, verified, and fully completed – including hours, photos, services, and everything else. It’s free. And Google rewards businesses who do it right.

Other must-haves:

• Facebook: It’s still the largest platform and Google cares about it. Even if you only post monthly, your business needs to exist here.
• LinkedIn: Especially if you have a team. Eventually, LinkedIn will make a profile for your business, whether you want one or not, so own it now.

Instagram and TikTok? They can be great tools for certain campaigns or demographics, but the platforms above are the minimum bar.

Also, don’t overlook directories like Yelp or industry-specific ones like Let’s Go Shooting. Claim your profile, fill it out and make sure it aligns with your brand.

6. Start Emailing Your Customers

This one’s simple and powerful. Start a monthly (or even weekly) email. It doesn’t need to be fancy. Remind them of that great class they took, the gun they bought, the range day they enjoyed. Stay top-of-mind. Even if they don’t open it, seeing your name in their inbox builds brand recall. It’s the cheapest, most effective marketing tool you’ve got.

Ryan Boylston is a brand consultant and the founder of 2TON, a marketing, branding, content creation and web development firm.