Why Most Brisbane Business Owners Are Invisible (And How to Fix It)
Let’s be honest. If you’re a plumber in Coorparoo or an accountant in Milton, there are probably fifty other people doing exactly what you do within a ten-minute drive.
When a customer looks for your services, why should they pick you? If they can’t see a difference between you and the bloke down the road, they’ll pick based on one thing: price. And competing on price is a race to the bottom that ends with you working 80 hours a week for peanuts.
I’ve seen this time and time again with Brisbane businesses. They hide behind a generic logo, use stock photos of people who don't even live in Australia, and wonder why the phone isn't ringing.
Building a "personal brand" sounds like something for influencers on Instagram, but for a small business owner, it’s much simpler. It just means making sure people know who you are, what you stand for, and why you’re the expert they need. It’s about building trust before you even shake their hand.
Here is the reality: people don't buy from businesses; they buy from people. If you want to stop competing on price and start winning the high-quality jobs, you need to step out from behind the logo.
Step 1: Decide What You Want to Be Known For
You can’t be everything to everyone. If you try to tell Brisbane you’re the cheapest, the fastest, the highest quality, and the friendliest, nobody will believe you.
Pick one lane.
Are you the tradie who actually shows up on time and cleans up the mess? Are you the lawyer who speaks plain English instead of legal jargon? Are you the shop owner who knows every customer’s name?
Think about the best compliment a customer ever gave you. That’s your brand. If a client in Carindale tells their neighbour about you, what do they say? "He’s not the cheapest, but he does it right the first time." That is worth more than a $10,000 billboard on the Story Bridge.
Step 2: Fix Your Digital Handshake
Before someone calls you, they are going to Google you. They want to see if you look like someone they can trust in their home or with their money.
Your Photos
Stop using stock photos. I cannot stress this enough. If I see one more Brisbane website with a photo of a generic American handyman wearing a hardhat that’s never seen a day’s work, I’ll lose it.Spend $500 to $1,000 on a local photographer. Get shots of: 1. You smiling (look approachable!) 2. You in your uniform or work gear 3. You actually doing the work 4. Your team (if you have one)
When people see your face, they feel like they know you. It lowers the barrier to them picking up the phone. If you're still undecided on this, read about whether you should be the face of your company or stay in the background.
Your "About Us" Page
Most "About Us" pages are boring. They say things like "Established in 2005, we provide excellence in service." Blah, blah, blah.Instead, tell a story. "I started this business in my garage in Sunnybank because I was sick of seeing people get ripped off by dodgy contractors." That builds an immediate connection.
Step 3: Show Your Expertise (Don't Just Claim It)
Anyone can say they are an "expert." Few people actually prove it.
In Brisbane, word of mouth is king, but you can speed that up by sharing your knowledge online. This doesn't mean writing 5,000-word essays. It means answering the questions your customers ask you every day.
The Plumber: Record a 30-second video on your phone showing how to turn off the water mains in an emergency. The Mechanic: Write a quick post about the three signs your brakes are about to fail. The Real Estate Agent: Share a photo of a house that sold over asking price and explain the one small renovation that made the difference.
When you give away helpful advice for free, you aren't losing money. You are auditioning for the job. By the time they need to hire someone, you are already the person they trust. This is how you talk to customers so they feel confident enough to book you on the spot.
Step 4: Use Social Media Like a Local, Not a Robot
You don't need to be on every platform. If you’re a b2b professional, stay on LinkedIn. If you’re a tradie or a shop owner, Facebook and Instagram are usually plenty.
The Golden Rule: Be a human.
Post a photo of your coffee at a local cafe in New Farm. Post a photo of the team at a Friday afternoon BBQ. Mention local landmarks. This shows you are part of the Brisbane community. People like supporting local legends.
What to avoid: Automated posts that look like ads. Political arguments (unless that’s your brand, but it usually hits your wallet). Constant "Sales" posts. If every post is "10% off!", you look desperate.
Step 5: Leverage Reviews and Testimonials
A personal brand isn't just what you say about yourself—it's what others say about you.
In Brisbane, a 5-star Google review is like gold. But don't just get generic reviews. Ask your customers to mention you by name. "Dave was fantastic, he explained everything clearly." When prospective customers see your name repeatedly in reviews, they start to trust you, not just the company name.
How Much Will This Cost?
Building a personal brand takes more time than money, but here’s a realistic breakdown for a Brisbane small business:
Professional Photos: $500 - $1,500 (One-off cost, update every 2 years). Website Updates: $0 if you do it yourself, or $500 - $2,000 for a pro to rewrite your copy and layout. Social Media: $0 (Just your time—aim for 15 minutes a day). Video Gear: $0 (Your iPhone or Android is more than good enough).
Total initial investment: Roughly $1,000 - $3,500.
How Long Until You See Results?
This isn't a "turn on the tap" situation like Google Ads. It’s a slow burn.
1 Month: You’ll feel more confident sending people to your website. 3 Months: You’ll notice people saying "I saw your video" or "I read your post" when they call. 6 Months: You’ll start getting more referrals because you’re "top of mind." 12 Months: You can likely start raising your prices because your reputation precedes you.
What’s a Waste of Money?
1. Expensive Video Production: You don't need a film crew. Raw, honest videos shot on a phone often perform better because they look authentic. 2. Buying Followers: Never, ever do this. It’s a vanity project that results in zero sales and makes you look fake to anyone who pays attention. 3. National PR: Unless you’re selling a product Australia-wide, you don't need to be in The Australian*. You need to be known in the Brisbane suburbs where your customers live.
Summary: Your Step-by-Step Action Plan
If you want to grow your business and stop being a "commodity," do this today:
1. Audit your site: Does your face appear on the home page? If not, get a photo up there this week. 2. Write your story: Spend 20 minutes writing down why you started your business and what you care about. Put it on your About page. 3. Help one person: Think of a common problem your customers have. Record a quick video or write a post explaining how to fix it. 4. Ask for a name-drop: Next time you finish a job for a happy client, ask them: "Would you mind leaving a Google review and mentioning me by name?"
Building a personal brand is the best insurance policy your business has. Even if you change industries or add new services, your reputation stays with you.
At Local Marketing Group, we help Brisbane business owners stop being invisible and start being the first choice in their local area. If you’re too busy running your business to worry about your brand, let’s have a chat.
Ready to get more phone calls? Contact us today.