Look, Your Brand is Messier Than You Think
I was sitting at a pub in Paddington the other day, and I saw a tradie ute drive past. Big bold letters on the side. Let’s call them 'Brisbane Best Plumbing'.
I thought, 'Great name. I actually need a tap fixed.'
So I pulled out my phone and Googled them. The website that came up looked like it was designed in 1998. The logo was a different shade of blue. The name on the site was 'BBP Maintenance.'
Then I checked their Facebook page. It hadn't been updated since 2021 and the profile picture was just a photo of a dog in a hard hat.
I didn't call them.
Why? Because I didn't know if they were still in business, and honestly, the whole thing felt a bit dodgy. If they can’t get their own name and look right, how are they going to handle the pipes under my sink?
This is what we call brand consistency. But let's ditch the jargon. It’s actually just about not confusing your customers.
When you look different every time someone sees you, you’re making them do extra work to figure out who you are. And customers are lazy. If they have to think too hard, they’ll just call the next guy on the list.
The 'Multiple Personality' Mistake
Most small business owners I talk to think a brand is just a logo. It’s not. It’s the vibe people get when they deal with you.
If your Facebook ads are funny and casual, but your website is stiff and formal, you’ve got a personality split. It feels weird.
Imagine meeting a bloke at the pub who’s all jokes and high-fives, then you see him at work the next day and he acts like he’s never met you and speaks like a lawyer. You’d think he’s a weirdo, right?
Your business does the same thing when your 'voice' changes across different spots.
We see this a lot when people hire a cheap social media manager who just posts generic inspirational quotes, while the actual owner is a straight-talking, no-nonsense operator. The disconnect is obvious. It makes people wonder if your marketing agency is making up rubbish just to fill space.
Stop Changing Your Colours Like Socks
I get it. You get bored of looking at your own stuff. You decide to try a 'neon green' flyer because you think it'll stand out.
But if your shirts are navy and your website is white, that neon green flyer doesn't look like it's from you. It looks like junk mail.
People need to see your 'look' about 7 to 10 times before they actually remember who you are. If you change the look every three times, they never get to ten. You’re basically starting from zero every single month.
Consistency isn't about being fancy. It’s about being recognisable.
You want someone to see your ute in traffic, then see your ad on Facebook that night, and instantly think: 'Oh, that’s those guys again.' That’s how you build trust without saying a word.
The 'Different Name' Trap
This is a massive one in Brisbane.
You registered the business as 'John Citizen Pty Ltd'. Your website is 'CitizenServices.com.au'. Your Facebook is 'John’s Local Repairs'. And you answer the phone with 'Hello, John speaking'.
Which one is it?
If I’m looking for a specific business because a mate recommended them, and I can’t find the exact name, I give up. Fast.
You need to pick one name and stick to it everywhere. If you haven't nailed this yet, you might want to look into choosing a business name that actually works for your bottom line.
Your Website Doesn't Match Your Service
If you charge premium prices, you can’t have a website that looks like your nephew built it for a carton of beer.
I’ve seen amazing builders—guys who do $2 million renovations—with websites that don't even work on a phone. When a high-end client lands on a broken site, they assume the work will be sloppy too.
On the flip side, if you’re the 'budget' option, don't try to look like a luxury brand. You’ll scare off the people looking for a deal because they’ll think you’re too expensive before they even get a quote.
Your look needs to match your price tag. If it doesn't, your business identity is costing you customers who would have otherwise booked you.
How to Fix This Without Spending a Fortune
You don’t need a 50-page brand manual. You’re a small business, not Coca-Cola. You just need a few simple rules:
1. Pick two colours and two fonts. That’s it. Use them on everything. Your invoices, your Facebook posts, your shirts, your stickers. 2. Use the same profile picture. Use the same logo or headshot on every single social media platform. 3. Audit yourself. Sit down with a coffee and look at your Facebook, your website, and your Google Business profile side-by-side. Do they look like they belong to the same person? If not, change the photos today. 4. Watch your tone. If you’re a 'no-bull' kind of person, write like it. Don't let some AI or a random freelancer turn you into a corporate robot.
What This Does for Your Bank Account
When you get this right, a few things happen:
You save money on ads. Because people recognise you, your ads work harder. They don't just see an ad; they see your ad. You close more sales. Trust is the biggest hurdle in sales. Consistency creates trust. Trust creates customers.
- You can charge more. Professional-looking businesses get less pushback on pricing than 'random guy with a van' businesses.
The Bottom Line
Marketing isn't some dark art. It’s mostly just showing up, looking professional, and not confusing the people who want to give you money.
If your branding is all over the shop, you’re leaking cash. It’s that simple. Take an hour this week to pull it all together.
If you’re not sure where to start, or you feel like you’ve been led down the garden path by someone promising 'viral growth' while your basics are broken, let's have a chat.
We don't do fluff at Local Marketing Group. We just help you get more calls and more bookings by fixing the stuff that’s actually broken.
Drop us a line at lmgroup.au/contact and we'll see if we can help you straighten things out.