I agree with NURB, but I am going to back you up a bit. I am not sure I understand what you mean by not doing this as a big project. If I were you I would be putting together some imagery (mood boards) around who you are as a brand. You can then start to pull colors, type, etc… If you want to create a cohesive look and feel it has to touch every piece of communication material you have. From the sign outside to your business cards to you website.
Also remember to hire the right people for this. A good branding firm with good Graphic Designer not marketers will steer you in the right direction.
J