Your Logo Doesn't Answer the Phone
I was sitting down with a bloke named Dave a few months back. Dave runs a decent-sized landscaping outfit over in Coorparoo. He’s got the trucks, he’s got the gear, and he’s got a logo that probably cost him three grand to have designed by some fancy agency in the city.
But Dave had a problem. He was getting outbid on every second job by a guy who didn't even have a website.
"I don't get it," Dave told me, leaning over a coffee at Stones Corner. "I look more professional. I’ve got the 'brand.' Why are people choosing a bloke with a magnetic sign on his Hilux over me?"
The answer was simple, but it’s something most Brisbane business owners get dead wrong. People weren't buying a landscaping service; they were buying the guy they felt they knew. The other bloke was all over the local community Facebook groups. He posted videos of himself talking about how to stop your grass dying in the Queensland summer. He showed his face. He shared his story.
Dave was hiding behind a corporate curtain. To his customers, Dave’s business felt like a faceless company. The other guy felt like a neighbour.
In the world of small business, you are the brand. Whether you’re a plumber, an accountant, or you run a boutique shop in Paddington, people want to do business with people. This isn't about some airy-fairy marketing concept; it’s about making sure your phone rings more often.
The "Face" Advantage: Why It Makes You Money
Let’s be blunt: most marketing advice you read online is rubbish written for Fortune 500 companies. You don’t need a "brand identity manual." You need people to trust you enough to hand over their credit card or sign a quote.
When you put yourself out there as the face of the business, three things happen:
1. You stop being a commodity. If you’re just "Brisbane Plumber #402," the only way you win is by being the cheapest. If you’re "Steve, the plumber who explains why your hot water system is blowing your power bill," you can charge more. 2. Trust happens faster. If a homeowner sees a video of you explaining a problem before they even call you, half the sales job is already done. 3. You attract better customers. When people feel they know you, they tend to be less difficult to deal with. They’ve already decided they like how you work.
I’ve seen this work for dozens of Brisbane businesses. We worked with a mortgage broker who was struggling to stand out. We stopped posting generic "interest rate update" graphics and started filming him in his home office talking about his own struggles with a mortgage. His enquiries tripled in two months. Why? Because he stopped looking like a bank and started looking like a human.
Case Study: The Electrician Who Stopped Hiding
Take a look at a sparky we know in the northern suburbs. For years, his website was full of stock photos—you know the ones, the American-looking guys with perfect teeth and hardhats that have never seen a day’s work.
We did three things for him: Swapped the stock photos for real shots of him and his dog in the van. Wrote a short "About" section that mentioned he grew up in Chermside and supports the Broncos. Started a weekly 60-second video where he'd point out one dangerous thing he saw on a job that week.
He didn't change his prices. He didn't change his services. But the quality of his leads went through the roof. People started saying, "I saw your video about the old wiring—can you come check mine?"
He stopped being a random tradesman and became an expert. This is how the way you talk wins customers before you even meet them. It’s about setting the tone early.
What Personal Branding Actually Costs
You might think this sounds like a lot of work or a lot of money. It isn't.
In fact, trying to look like a big, faceless corporation is usually more expensive because you have to spend more on ads to convince people to trust you. When you’re authentic, the trust is built-in.
When you’re figuring out what you should actually spend to get customers, remember that your time is an investment too. Spending 20 minutes a week recording a couple of videos on your iPhone costs $0 in cash, but it can be worth thousands in new business.
The "No-BS" Cost Breakdown: Photos: $500 - $1,500 for a local photographer to get some decent shots of you working. Please, for the love of God, don't use your wedding photos or a blurry selfie. Video: $0. Your smartphone is more than good enough. In fact, if it looks too polished, people think it’s a fake ad. Time: 1 hour a week to post a few updates or reply to comments.
The Biggest Mistake: The "Professional" Trap
Most business owners think being "professional" means being stiff, formal, and boring. They use words like "synergy," "solutions," and "bespoke."
Nobody talks like that at a BBQ in Carindale. If you wouldn't say it over a beer, don't put it on your website.
I see this all the time with professional services—lawyers and accountants are the worst for it. They think they need to sound like a textbook to be respected. The reality? Their clients are terrified of looking stupid and just want someone who speaks plain English.
If you want to stop looking like an amateur, you don't do it by using big words. You do it by showing you understand the customer's problem better than anyone else.
How to Start (Without Feeling Like a Total Idiot)
I get it. Most of the business owners I talk to hate the idea of being "on camera." They feel like they’re being a show-off or they’re worried about what their mates will think.
Here’s the truth: your mates aren't paying your mortgage. Your customers are. And your customers want to see who they’re letting into their house or handing their money to.
Here is your 4-step plan to building a personal brand that actually makes money:
1. Identify Your "One Thing"
What’s the one thing you care about more than your competitors? Maybe you’re the cleaner who is obsessed with being on time. Maybe you’re the mechanic who explains things so clearly a five-year-old would get it.This is where your values win jobs for you. If you value punctuality above all else, talk about it. Tell a story about how you once sped (legally!) to make sure you weren't a minute late for a quote. People love that stuff.
2. Get Real Photos
Throw away the stock photos. Get a photographer to come to your shop, your office, or your job site. Get photos of you: Talking to a customer (not a model, a real person). Holding the tools of your trade. Smiling at the camera. Looking at a problem you're solving.3. Answer the Questions You Get Every Day
If three different customers ask you the same question in a week, that’s a goldmine. Record a 30-second video answering it. "How do I know if my roof is leaking?" "What's the best way to save for a house deposit in Brisbane?" "Why is my aircon smelling like old socks?"Post it on your Facebook page or Google Business Profile. You’ve just proven you’re an expert without saying "I’m an expert."
4. Be Consistent, Not Constant
You don't need to post every hour. Once or twice a week is plenty. The goal is to stay in the back of people's minds so when they do need what you sell, you're the first person they think of.Does This Work for Every Business?
I’ve heard the excuses. "I’m just a bookkeeper, I’m not interesting." Or "I run a commercial cleaning company, nobody wants to see my face."
Rubbish.
I know a commercial cleaner who started posting "Before and After" photos of disgusting office kitchens, along with a photo of himself looking exhausted but proud. He started winning contracts over huge national companies because the office managers felt they could actually call him if something went wrong. He wasn't a 1300-number; he was Dave the cleaner.
In a world of AI-generated text and overseas call centres, being a real person in Brisbane is your biggest competitive advantage.
How Long Until You See Results?
This isn't a "get rich quick" scheme. You won't post one photo and have fifty people calling you by lunchtime.
Usually, it take about 3 to 6 months of being "visible" before the momentum starts to shift. You’ll start hearing things like:
"I feel like I know you already." "I saw your post about X, that’s exactly why I called." "I didn't even bother getting other quotes because I liked your videos."When you hear that last one, you’ll know it’s working. That’s when you can stop competing on price and start competing on value.
What’s a Waste of Money?
Don't waste your money on: High-end video production: Unless you're selling $10 million mansions, it looks too fake. PR agencies: You don't need to be in the newspaper. You need to be in your customers' newsfeeds.
- Buying followers: It’s a vanity project that results in zero sales. 50 local people who might actually hire you are worth more than 50,000 bots in another country.
The Bottom Line
Your business is more than just a name and a logo. It’s the sum of your expertise, your hard work, and your personality. If you hide those things, you’re making it harder for people to buy from you.
Stop pretending to be a big, soulless corporation. Be the local expert. Show your face, tell your story, and watch your business grow because people finally feel like they know who they're dealing with.
If you're ready to stop being the best-kept secret in Brisbane and want a hand getting your message in front of the right people, we can help. At Local Marketing Group, we don't do fluff—we do results.
Ready to get more phone calls? Contact Local Marketing Group today.