Why Looking Different Everywhere is Costing You Money
I see it every day driving through suburbs like Coorparoo or Chermside. A tradie has a professional-looking logo on his ute, but his Facebook page looks like it was designed by his teenage nephew, and his website looks like a relic from 2005.
Most business owners think "brand consistency" is some high-level concept for companies like Coca-Cola or Qantas. They think as long as their phone number is correct, it doesn't matter if the colours or logos match across different sites.
They are wrong.
In reality, when you look different in different places, you aren't just "being casual"—you are actively losing money. You are making potential customers hesitate. And in business, hesitation is the death of a sale. If a homeowner in Ascot is looking to spend $20,000 on a renovation, the moment they see a discrepancy in how you present yourself, they start wondering if you’re as disorganized with your tools as you are with your business image.
Let’s look at the data and the reality of how Brisbane locals choose who to hire.
Myth #1: "People only care about the price, not my logo"
This is the biggest lie small business owners tell themselves. While price is important, it is rarely the #1 factor for high-paying customers. These customers care about certainty. They want to know that if they pay you, the job will get done right, on time, and without a headache.
When your business looks the same on Google, your website, and your physical signage, it sends a psychological signal: "This business is stable. They pay attention to detail."
We recently worked with a landscaping business in The Gap. They had great reviews, but their website used a completely different font and colour scheme than their Instagram and their quotes. After we helped them fix their business image, their enquiry rate didn't just go up—the quality of the enquiries changed. They stopped getting calls from people looking for the cheapest mow and started getting calls for $50,000 backyard transformations.
Consistency allows you to charge more because it builds a business reputation that justifies a premium price. If you look like a backyard operator, you'll be paid like one.
Myth #2: "I need to be 'different' on every social media platform"
Some "marketing gurus" will tell you that you need a different "vibe" for TikTok, a different one for Facebook, and another for LinkedIn. For a small business owner in Brisbane, this is a massive waste of time and money.
Your customers aren't looking for you to be an entertainer. They are looking for a solution to a problem. If they find you on Facebook and then click through to your website, they should feel like they are still talking to the same person.
If your Facebook page is full of memes and slang, but your website is stiff and formal, the customer feels a "disconnect." That disconnect creates doubt. When a customer feels doubt, they go back to Google and click on your competitor.
The Rule of Three: A customer usually needs to see your business at least three times before they feel comfortable calling you. 1. They see your ute in traffic. 2. They see a sponsored post on Facebook. 3. They find you on Google Maps.
If you look different in all three places, they might not even realise it’s the same company. You’ve just wasted the opportunity to build that familiarity. You want them to think, "I'm seeing these guys everywhere lately," not "Who are all these different companies?"
The Real Cost of Inconsistency
Let's talk about the actual dollars. Inconsistency costs you in three specific ways:
1. Lower Return on Ad Spend: If you’re paying for Google Ads or Facebook Ads, but your landing page doesn't match the ad, people leave immediately. You’ve paid for the click but lost the customer because your site didn't look like what they expected. 2. Longer Sales Cycles: When customers aren't sure about you, they ask more questions. They ask for more references. They take longer to sign the quote. Consistency builds trust faster, which means they sign the paperwork sooner. 3. Attracting Bottom-Feeders: If your brand is a mess, you will only attract customers who are looking for a bargain. High-quality clients—the ones who pay on time and don't complain about every cent—expect a professional presentation. To start winning better jobs, you have to look the part consistently.
How to Audit Your Business in 15 Minutes
You don't need a marketing degree to fix this. Take 15 minutes today and do the following:
The Colour Test: Open your website, your Facebook page, and look at your business card. Are the blues the same blue? Is one a navy and the other a bright royal blue? Pick one and stick to it. The Logo Test: Are you using an old version of your logo on your email signature but a new one on your website? Delete the old ones. Every single one. The Tone Test: Read the last three things you posted online. Do they sound like they came from the same person? If one is professional and the other is a rant about Brisbane traffic, you're confusing your audience. The Photo Test: Are you using professional photos on your site but blurry, dark photos on your Google profile? People trust what they can see. Use high-quality images across the board.
Where to Start (Without Spending a Fortune)
You don't need to spend $10,000 on a "brand strategy" session. Start with the basics that actually result in phone calls:
1. Your Google Business Profile This is often the first thing people see. Make sure your logo here matches your website. Make sure your business name is exactly the same—don't add extra keywords or weird symbols. It should be clean and professional.
2. Your Website Your website is your digital storefront. It doesn't need to be fancy, but it must load fast and work on phones. Most importantly, it should use the same fonts, colours, and "voice" as your physical business. If your office staff are friendly and helpful, your website text should be too.
3. Your Quotes and Invoices This is where the money happens. If you send a professional-looking quote that matches the branding they saw on your website, it reinforces that you are a legitimate, high-quality operation. A messy Word doc with a stretched logo tells the customer you’re disorganized.
The Timeline for Results
Fixing your consistency isn't like flicking a switch where the phone starts ringing 5 minutes later. However, you will notice a change in the type of conversations you have within 30 to 60 days.
When your image is consistent, you’ll find: Fewer people questioning your pricing. More "warm" leads who feel like they already know you.
- A higher percentage of people who see your ad actually becoming customers.
Stop Overcomplicating It
Marketing people love to use big words like "omnichannel synergy." Forget all that.
Think of it like this: If you showed up to a job site wearing a different uniform every day, used a different business name on your invoices, and drove a different truck every week, your customers would think you were a con artist.
Doing that online is just as damaging.
Pick a look, pick a message, and stick to it everywhere. It’s the simplest way to make your marketing spend go further and to ensure that when a Brisbane local needs your services, you’re the one they trust to call.
If you're tired of looking like an amateur and want to start attracting the kind of jobs that actually make you a profit, we can help. At Local Marketing Group, we specialise in making Brisbane businesses look like the market leaders they are.
Want to fix your business image and get more calls? Contact Local Marketing Group today.