Your Name is Your Biggest Sales Tool
I’ve sat down with hundreds of business owners across Brisbane, from electricians in Coorparoo to accountants in Milton. There is one massive mistake I see almost all of them making: they are trying too hard to look like a big, faceless corporation.
They think that by hiding behind a generic logo and a professional-sounding 'we', they look more established. In reality, they are just making it harder for people to trust them. In a city like Brisbane, where word-of-mouth is still king, your personal reputation is your most valuable asset.
Personal branding isn't some fancy marketing term for influencers. For a small business owner, it simply means making sure that when people think of your service, they think of you—the person who stands behind the work. This guide will show you how to use your personality and expertise to get more phone calls, win better jobs, and stop competing on price alone.
Does This Actually Make Money?
Let’s look at the numbers, because that’s what matters. If you have two plumbers quoting on a renovation in Ascot, and one is just 'Plumbing Pros QLD' with a generic website, while the other is 'John from Ascot Plumbing' who has videos explaining how he saves homeowners money on drainage, who gets the call?
Data shows that people are 70% more likely to buy from a business where they feel they know the owner. Why? Because trust is the shortest path to a sale. When you build a personal brand, you are essentially 'pre-selling' your customers. By the time they pick up the phone, they already feel like they know you.
This leads to three direct financial outcomes: 1. Higher Closing Rates: You spend less time chasing leads because the people calling you are already sold on you. 2. Better Margins: When people trust the expert, they stop haggling over every dollar. You can charge what you’re worth. 3. Better Customers: You start to land better customers who value quality over the cheapest price.
The "Face of the Business" Advantage
Most Queensland business owners are terrified of being the 'face' of their company. They don't want to be on camera, and they don't want to brag. But here’s the truth: your customers are already looking for you. They are checking your 'About Us' page to see if you look like someone they can trust in their home or office.
If you don't give them a person to connect with, they will treat you like a commodity. And when you’re a commodity, the only way to win is to be the cheapest. That’s a race to the bottom that kills small businesses.
Step 1: Define What You Stand For (Without the Fluff)
You don't need a vision statement. You need to know what you do better than anyone else in Brisbane.
Are you the tradie who actually shows up on time? Are you the lawyer who speaks plain English? Are you the shop owner who sources everything locally? Pick one thing. That is your brand.
I worked with a mechanic in Moorooka who was struggling. We stopped talking about 'logbook servicing' and started talking about 'Dave, the guy who explains your car repairs so your grandmother could understand them.' Within three months, his bookings were up 40%. People weren't buying a service; they were buying Dave’s honesty.
Step 2: Fix Your Online First Impression
Before someone calls you, they will Google you. If they find a grainy photo from 2012 or, worse, no photo at all, you are losing money.
The Headshot: Get a professional photo. Not a selfie in your ute. You don't need to wear a suit if you’re a builder—wear your work gear—but make sure it’s clean and the lighting is good. This shows you take your business seriously. The Story: Your 'About' page shouldn't be a CV. It should be about why you started the business and how you help people. Mention your local ties. If you grew up in the Redlands or went to uni at QUT, say so. It builds an immediate connection. The Reviews: Personal branding is also about what others say. If you have a reputation for no-shows, no amount of fancy photos will save you. Your personal brand is your promise of quality.
Content That Doesn't Waste Your Time
You are busy. You don't have time to post on TikTok five times a day. For a Brisbane business owner, 'content' should be about proving you know your stuff.
Focus on these three things: 1. Frequently Asked Questions: What are the five things every customer asks you? Write down the answers or film a 60-second video on your phone answering them. This saves you time on the phone later and proves you’re an expert. 2. Behind the Scenes: Show a project in progress. A quick photo of a tidy job site in Camp Hill tells a customer more about your quality than a thousand words of marketing speak. 3. Local Involvement: If you’re teaming up with local businesses for a community event, talk about it. It shows you’re a real part of the Brisbane community, not just a business trying to take their money.
The Cost of Getting This Wrong
If you stay invisible, you are vulnerable. A bigger company with a bigger budget can outspend you on ads. But they can't out-personalise you.
I’ve seen businesses spend thousands on fancy logos and expensive websites, but their business look is costing them customers because it feels cold and corporate. People in Queensland buy from people they like. If they can't see who you are, they can't like you.
How Long Does It Take?
This isn't an overnight fix. You won't post one photo and see the phones ring off the hook. However, you will see a shift in the quality of your enquiries within 30 to 60 days.
Weeks 1-2: Clean up your social media and website photos. Start using 'I' instead of 'we' in your posts. Weeks 3-8: Share one helpful tip or 'behind the scenes' look per week. Month 3+: You’ll notice people saying, "I saw your post about..." or "I felt like I already knew you from your website." That’s when the money starts following the reputation.
What’s a Waste of Money?
Don't hire a 'personal branding coach' who wants to charge you $5,000 to find your 'inner spark'. It’s rubbish.
Also, don't spend a fortune on a high-end video production crew for your first few videos. A modern iPhone and a quiet room are all you need to start. The more 'produced' it looks, the less authentic it feels. People want the real you, not a TV commercial.
The Trust Factor
At the end of the day, your brand is just a shortcut for trust. If people don't trust you, they won't buy. Many local owners find that a failing brand strategy is usually just a lack of human connection. By putting yourself out there, you bridge that gap.
Your First Three Steps
If you want to start getting more results from your personal brand this week, do these three things: 1. Update your LinkedIn and Facebook profile pictures to a clear, professional photo of your face. 2. Write one post about a common problem a Brisbane homeowner or business owner has, and how you recently fixed it for a client. 3. Change your 'About' page to tell your story. Why do you do what you do?
Building a personal brand isn't about being famous. It’s about being the most trusted option in your suburb. It’s about making sure that when someone needs your help, you’re the only person they want to call.
If you’re ready to grow your Brisbane business and want a team that focuses on results over jargon, we can help. At Local Marketing Group, we specialise in making local businesses the 'go-to' choice in their industry. Contact us today to see how we can get your phone ringing.