The Great Branding Myth: Why Most Advice is Total Rubbish
If you’ve spent five minutes looking for business advice online, you’ve probably seen the same old rubbish. One person tells you that you need to be an 'influencer' and put your face on every post. Another tells you that if you want to sell your business one day, you need a corporate-looking brand that looks like a multinational.
Here is the truth: Most of that advice is written for people in Silicon Valley, not for a sparky in Chermside or a boutique owner in Paddington.
I’ve worked with dozens of Brisbane business owners who are paralysed by this choice. They worry that if they use their own name, they’ll never be able to take a holiday because customers will only want to talk to them. Or, they worry that if they use a generic company name like 'Brisbane Quality Services,' they’ll look like a faceless corporation and nobody will trust them.
Let’s cut through the noise. This isn't about 'brand equity' or 'identity systems.' It’s about one thing: What makes your phone ring with the right kind of customers?
The "Personal Brand" vs. "Company Brand" Reality Check
Before we dive deep, let’s define these in plain English.
The Personal Brand: This is when the business is you. Think 'Dave’s Plumbing' or 'Sarah Jenkins Accounting.' People hire you because of your reputation, your face, and your handshake.
The Company Brand: This is a separate entity. Think 'FlowState Plumbing' or 'Precision Tax Partners.' The business has its own look, feel, and voice that isn't tied to one person.
I’m going to tell you something most agencies won't: Neither is inherently better. But one of them is likely a massive waste of money for your specific goals right now.
Myth #1: "You need a company brand to look professional"
This is the biggest load of horse manure in marketing. I’ve seen solo tradies with a personal brand who look ten times more professional than a 'company' with a cheap logo and a generic website.
In fact, in many local industries, trying to look like a big corporation actually pushes customers away. People in Brisbane like buying from people. They like knowing that if something goes wrong, they can talk to the boss. If you try to hide behind a corporate mask, you might find you're sounding like a pro is harder because you've lost that human touch that wins jobs.
Myth #2: "A personal brand means you can never sell the business"
It’s harder, sure, but not impossible. Many businesses start as a person and evolve. The key is how you transition the trust from yourself to your team. If you do it right, your name becomes a mark of quality, not a requirement for you to be on-site.
When a Personal Brand is Your Secret Weapon
If you are a professional service provider (lawyer, accountant, consultant) or a specialist tradie, your face is your biggest asset.
Why? Because people are scared of getting ripped off. When they see a real person standing behind the work, that fear goes away.
The Pros of Staying Personal: Trust is instant: It’s much easier to trust 'John Smith' than 'JS Global Solutions.' It’s cheaper to start: You don't need fancy branding guidelines. You just need to be yourself and do good work. You can charge more: People pay a premium for 'the expert.' If you are the face of the business, you are the expert.
The Cons: The 'Owner Trap': Customers might get annoyed if you send an apprentice or an associate instead of showing up yourself. Burnout: It’s hard to switch off when your name is on the van.
When a Company Brand is the Better Move
If your goal is to grow a fleet of 10 vans or open three shops across South East Queensland, you need a company brand.
The Pros of a Company Brand: Scalability: It’s not about you. The brand represents a standard of service that any of your employees can deliver. Easier to Sell: A buyer wants to see a machine that makes money without the owner present. Multiple Services: It’s easier to add new services under a broad company name than a personal one.
The "Hybrid" Approach: The Brisbane Sweet Spot
Most successful local businesses I see in Brisbane use a hybrid approach. They have a company name (for the paperwork and the vans) but they use the owner’s story and face in the marketing.
Think about the local real estate agent. The agency might be 'Ray White,' but the marketing is all about the individual agent. This gives you the 'big company' security with the 'small business' trust.
How to Choose (The 'Money & Time' Test)
If you’re stuck, ask yourself these three questions:
1. Do I want to be on the tools in 5 years? If no, start building a company brand now. 2. Is my industry based on high trust? (e.g., aged care, high-end renovations). If yes, lead with your face. 3. Am I the best salesperson I have? If you’re the one closing all the deals, your personal brand is what’s getting people to buy. Don't hide it.
Practical Steps: What to do on Monday
Don't go out and spend $5,000 on a new logo tomorrow. That's a waste of money. Instead, do this:
Audit your website: Does it have a photo of you and your team? If it’s all stock photos of people in hard hats who clearly don't live in Queensland, change it. Real photos of real people get more phone calls. Check your Google profile: Make sure your replies to reviews sound like a human, not a robot. Use 'I' instead of 'The Management.'
- Talk to your customers: Ask them why they hired you. Did they hire 'The Company' or did they hire 'You'? Their answer tells you where your brand strength lies.
The Bottom Line
At the end of the day, your customers don't care about your 'brand strategy.' They care about whether you’ll show up on time, do a good job, and not overcharge them.
Whether you use your name or a company name, the goal is the same: build enough trust that they pick up the phone.
If you're tired of guessing and want to know exactly how to position your business to dominate your local Brisbane suburb, we can help. At Local Marketing Group, we don't do 'fluff.' We do marketing that makes your phone ring.
Ready to get more enquiries? Contact us at Local Marketing Group.