Look, pull up a chair.
I was talking to a plumber in Coorparoo last week—legend of a bloke, been in the game twenty years. He’s got the best gear, his boys are tidy, and he knows his stuff. But he’s struggling to land the big renovation jobs. He’s getting outbid by younger crews who, quite frankly, aren't as good as he is.
I asked him, "When was the last time you actually looked at your business from the outside in?"
He looked at me like I had two heads. "I'm too busy working, mate."
And that’s the problem. Most small business owners in Brisbane are so flat out running the day-to-day that they don't realise their 'brand'—which is just a fancy word for what people think of you—is stuck in 2014.
If your website looks like a high school project, your utes are unwashed, and your Google reviews are silent, you’re losing money. A brand audit isn’t some corporate exercise for the big end of town. It’s a health check to see if your business is actually set up to make money in today's market.
What the Heck is a Brand Audit Anyway?
Forget the textbooks. A brand audit is basically taking a magnifying glass to everything your customer sees, touches, or hears about you.
It’s about asking: Is what I’m putting out there actually bringing in the right customers? Or am I just attracting the tyre-kickers who want everything for half price?
Most people think their brand is their logo. It’s not. We’ve written before about how [people buy from you], not just a pretty picture on your business card. Your brand is your reputation. It’s the feeling someone gets when they call your office. It’s whether they trust you enough to hand over five or ten grand for a job.
Why You Need to Do This Now (Not Next Year)
Things have changed. A few years ago, you could get away with a dodgy Facebook page and word-of-mouth. Now? Everyone’s on their phone. If you don't look the part, you don't get the call. Simple as that.
Here’s what we’re seeing in Brisbane right now: the businesses that are growing aren't necessarily the ones with the lowest prices. They’re the ones that look the most professional.
If you’re wondering why your phone isn't ringing, or why you're losing quotes to the competition, it’s time to audit. You need to know if your [reputation wins jobs] or if it’s actually the thing killing your conversion rate.
Step 1: The "Mirror" Test (Internal Audit)
First, we look under the hood. You need to be brutally honest here.
What do you stand for? If I asked your lead foreman what the business's goals are, would he give me the same answer as you? Usually, the answer is a big fat no.
Most owners think they have clear values, but they’ve never actually told anyone. This matters because [values win jobs] when customers are choosing between you and two other blokes. If you value "doing it right the first time," but your team is rushing jobs to get home for the footy, your brand is broken.
Ask yourself: What’s our 'secret sauce'? (And no, "good service" doesn't count. Everyone says that.) Who is our dream customer? (The one who pays on time and doesn't moan.) Does our current look and feel actually appeal to that person?
Step 2: The "Stalker" Test (External Audit)
This is where you pretend you’ve never heard of your business. Go to Google. Type in your service and your suburb.
Do you show up? If you do, what does the listing look like?
Look at your website on your phone. Does it load fast? Can I find your phone number in three seconds? If I have to pinch and zoom to read your services, I’m leaving. And so is your customer.
Check your reviews. If you have a 3.8-star rating, you’re bleeding money. People trust strangers on the internet more than they trust you. We see it all the time—a business spends thousands on ads, but their Google profile is a mess of unanswered complaints. It's like pouring water into a bucket with a hole in the bottom.
Step 3: The Competition (The "Why Not Me?" Test)
I’m not saying you should obsess over the bloke down the road, but you need to know what you’re up against.
Pick the top three guys in your area. Look at their websites. Look at their social media. What are they saying that you aren't? Do they look more expensive than you? Do they make it easier to book a quote?
Don't copy them. Just understand why a customer might pick them over you. Usually, it’s not price—it’s perceived trust.
The Big Trends: What's Changing in 2024/2025?
Marketing moves fast, but for local businesses, it’s actually getting simpler. People are sick of polished, fake corporate rubbish. They want real.
1. Video is King (Even for Tradies)
I’m not talking about a TV ad. I’m talking about a 30-second clip on your phone showing a finished bathroom or a clean job site. It builds massive trust. If your audit shows you have zero video content, you’re behind the curve.2. Speed Wins
If someone fills out a form on your site, how long does it take you to call back? If it’s more than four hours, you’ve probably lost the lead. A huge part of your brand audit should be checking your "response time." Your brand is how you treat people's time.3. Employee Branding
This is a big one we’re seeing in Brisbane. It’s hard to find good staff right now. Your brand isn't just for customers; it’s for your team. Does your business look like a place where a top-tier sparky would actually want to work? If your brand looks cheap, you’ll only attract cheap labour.How Much Does This Cost?
You can do a basic audit yourself for free. It’ll take you a Saturday morning and a couple of coffees.
If you hire an agency like us to do a deep dive, you’re looking at anywhere from $2,000 to $5,000 depending on how big your setup is.
Is it worth it? Well, if it stops you from wasting $1,000 a month on ads that don't work because your website is rubbish, it pays for itself in a few months. It’s about stopping the waste.
What Should You Do First?
Don't try to fix everything at once. You'll go mental.
1. Fix your Google Business Profile. Get some fresh photos up there. Reply to those old reviews. 2. Check your mobile site. If it's slow or ugly, fix it. That's your digital storefront. 3. Talk to your best customers. Ask them why they hired you. Their answers will tell you more about your brand than any marketing expert could.
My Honest Take
Most small businesses in Australia are sitting on a goldmine of reputation that they just aren't using. They’ve got years of good work behind them, but their "public face" looks like a backyard operation.
If you want to charge premium prices, you have to look like a premium business. You can't show up to a quote in a beat-up 2005 Hilux with a faded logo and wonder why the homeowner is haggling you on price.
Audit your brand. Find the gaps. Fix the leaks. It’s the fastest way to get more phone calls without actually spending more on advertising.
If you’re not sure where to start, or if you want someone to give you a straight-up, no-BS look at how your business stacks up, give us a shout at Local Marketing Group. We do this every day for businesses just like yours.
Ready to see what's actually going on with your brand? Let's chat.