Why Most Small Businesses Are Invisible
Look, I’ll be blunt. Most small businesses in Brisbane are basically identical. If I search for a plumber in Chermside or an accountant in Milton, I get twenty websites that all say the same thing: "Quality service, great prices, family-owned."
That’s not a strategy. That’s a recipe for a price war.
If you look exactly like your competitor, the only way a customer can choose between you is by looking at the quote. And if you’re always the cheapest, you’re not making enough profit to grow. You’re just buying yourself a very stressful job.
Brand positioning sounds like something a suit in a Sydney boardroom would talk about, but for a local business owner, it’s actually very simple. It’s about deciding what you want to be famous for so you can stop being a commodity and actually start making some real money.
The "Good, Fast, Cheap" Trap
You’ve heard the old saying: you can have it good, fast, or cheap, but you can’t have all three.
Most business owners try to claim all three. They tell customers they’re the best in the business, they’ll show up tomorrow, and they’ll do it for a bargain.
Customers aren't stupid. They know that if you’re the cheapest, you’re probably cutting corners. If you’re the fastest, you’re probably rushing.
Your positioning is about picking your lane. Are you the premium option for people who want it done perfectly the first time? Or are you the emergency guy who charges a premium to show up at 2 AM?
Once you pick a lane, everything gets easier. Your marketing makes sense, your pricing is justified, and you stop attracting the "tyre kickers" who only care about the lowest number on the page.
What’s Changing in 2024 (and Beyond)
I’ve been watching how people buy from local businesses for a long time. The old ways of just having a yellow pages ad or a basic website don't cut it anymore. Here is what we’re seeing right now.
1. People crave a face behind the brand
Big franchises are losing their soul. People in Brisbane want to deal with a person, not a call centre.
If your website is full of stock photos of people who clearly don't live in Queensland, you’re losing trust. Your positioning should lean into who you are. If you’re a local bloke who’s lived in Paddington for twenty years, say that. It matters more than you think.
2. Specific beats general every time
If you try to be everything to everyone, you end up being nothing to nobody.
We’re seeing a massive trend where specialists are absolutely killing it while generalists are struggling. A builder who only does "Queenslander renovations" can charge 30% more than a general builder because they have specific expertise. They’ve positioned themselves as the expert for a specific problem.
3. Proof is the new currency
Everyone says they’re "the best." Nobody believes it.
Your brand isn’t what you say it is; it’s what your customers say it is. If you have 200 five-star reviews and your competitor has five, you’ve already won the positioning battle before the phone even rings. But you have to be careful—nothing kills a business faster than when your reputation hits the fan because you didn't deliver on your promises.
The Expert Take on Reality
I sat down with Angus the other day to talk about why so many businesses struggle with this. He’s seen hundreds of campaigns, and his take is pretty sharp.
"Positioning isn't about coming up with a catchy slogan; it's about having the guts to tell 80% of the market that you aren't the right fit for them so you can win the 20% who actually pay well."
— Angus Smith, Founder & Marketing Director
He’s right. Most people are too scared to narrow their focus because they think they’ll miss out on work. In reality, by trying to catch every fish in the river, you end up with a bucket full of tiddlers and no big prizes.
How to Figure Out Your Position (The Pub Test)
If we were sitting at the pub and I asked you why I should hire you instead of the guy down the street, what would you say?
If your answer is "we provide better service," I’m going to tell you to try again. Everyone says that. It’s the baseline requirement for staying in business.
Think about these three things:
1. What do you actually enjoy doing? (If you hate small repair jobs but love big installs, position yourself as the install specialist). 2. What’s the biggest pain in the neck for your customers? (If every other tradie in your industry is famous for not calling people back, your position could be "The only electrician who actually answers the phone"). 3. Who are your best customers? (Look at the last five jobs where you made the most profit and the customer was easy to deal with. What did they have in common?)
Why Your Website is Probably Confusing People
Once you’ve figured out your position, your website needs to reflect it.
Most websites we look at are a mess of mixed messages that leave people confused. They say they’re high-end, but the website looks like it was built in 2005. They say they’re local, but they use photos of American houses.
Your website has one job: to prove that you are the solution to the specific problem the visitor has.
If you’ve decided to be the "premium, high-end bathroom renovator," your website needs to look expensive. It needs big, beautiful photos of finished work. It needs to talk about the design process and the quality of the fittings. It shouldn't have a giant "10% OFF EVERYTHING" banner on the home page.
The Cost of Getting This Wrong
What does it actually cost you if you don’t fix your positioning?
It’s not just the marketing dollars you’re wasting on ads that don't convert. It’s the "opportunity cost."
Every hour you spend on the phone with a customer who is haggling over fifty bucks is an hour you aren't spending on a high-profit job.
If you get your positioning right, you’ll find that: - Your phone rings more with the right kind of leads. - You spend less time doing quotes for people who were never going to hire you. - You can actually charge more than the competition because people understand why you're different.
Predictions for the Next Two Years
If you’re looking ahead, here’s where I think things are going for small businesses in Brisbane.
The Death of the Generalist As the cost of living stays high, people are going to be more careful with their money. They won't just hire "a guy." They’ll hire the specialist who guarantees a result. If you’re a generalist, start looking for a niche now.
Video is No Longer Optional I’m not talking about fancy TV commercials. I’m talking about you holding your phone, showing a job you just finished, and explaining why you did it a certain way. People want to see the work and hear your voice before they invite you into their home.
Speed of Response Wins In a world of instant gratification, the business that responds to the enquiry within 10 minutes usually gets the job. Your brand positioning should include how you handle the "customer journey" from the first click to the final invoice.
What Should You Do First?
Don't go out and spend ten grand on a new logo tomorrow. A logo isn't positioning.
Start by looking at your last 10 jobs. Which ones made you the most money with the least amount of stress?
Then, look at your website. Does it clearly tell people that those are the exact jobs you specialise in? If not, change the words on your home page.
Stop trying to please everyone. It’s exhausting and it’s bad for your bank account. Pick a side, stand for something, and let the cheapskates go bother your competitors.
If you’re feeling stuck or you’re tired of your marketing agency giving you the run-around with jargon, we’re happy to have a look at what you’re doing. No fluff, just honest feedback on how to get more calls.
Get in touch with us at Local Marketing Group and let's get your business sorted.