KPMG reveals personalisation drives 23.1% of consumer loyalty decisions. Small businesses can compete by focusing on brand recall over big budgets.
What’s happening: Small businesses are struggling to cut through advertising noise, with 73% of Australians fatigued by repetitive content, yet most SMBs are missing simple brand recall strategies that create lasting customer connections.
Why this matters: Memorable marketing drives loyalty and referrals more effectively than bigger budgets, with personalisation cited by 23.1% of consumers as a key factor in brand choice, offering SMBs a competitive edge against larger rivals.
Your small business doesn’t need a bigger marketing budget. It needs to be more memorable.
While most SMBs think they need louder messaging or flashier campaigns to compete, the real secret weapon is brand recall – and it’s accessible to businesses of any size, according to Linda McDonald, Senior Director of Marketing, Sales and Customer Experience at VistaPrint Australia.
The challenge is particularly acute in Australia’s competitive landscape, where SMEs struggle to find their place against bigger, more established companies. Yet as customer experience becomes increasingly critical, memorable branding offers a path forward.
“In the battle for attention, small businesses often think they need bigger budgets or louder messaging. In reality, memorability is the true secret weapon,” McDonald explains.
The stakes are higher than ever. Consumers face thousands of advertisements daily, and The Trade Desk reports that 73% of Australians are fatigued by repetitive content. Simply being seen isn’t enough anymore – businesses need to be remembered.
Consistency builds trust
The foundation of memorable branding isn’t creativity – it’s consistency. McDonald argues that using the same colours, tone of voice, and logo across all touchpoints creates familiarity that builds trust over time.
“Consistency builds familiarity, and familiarity creates trust,” she says. “A recognisable brand that appears the same across physical and digital touchpoints shows professionalism and intent.”
This approach requires more than just a good logo. Businesses need clear brand guidelines that act as a rulebook, outlining specifications for fonts, colours, imagery, logo placement, and messaging tone. These guidelines ensure every customer interaction reinforces the same brand experience.
The payoff extends beyond recognition. Consistent branding saves time by providing templates and standards for all marketing materials, while creating a cohesive, professional presentation that customers associate with reliability.
Visual identity matters
Memorable brands look the part, but that doesn’t mean expensive design agencies or complex graphics. McDonald suggests small businesses move beyond basic templates to explore designs that reflect their unique values and personality.
“Whether through bold colour choices, a hand-drawn logo, or quirky packaging, distinct visuals can stand out,” she notes. “The key isn’t being flashy, it’s being recognisable.”
Visual distinctiveness helps businesses stand out at markets, in social media feeds, and on retail shelves. The investment in thoughtful design pays dividends across every customer touchpoint, from business cards to website headers.
Stories beat products
Here’s where many Australian SMBs are missing a massive opportunity. KPMG Australia’s Customer Experience Excellence 2024 report shows that personalisation drives customer loyalty, with 23.1% of consumers citing it as a key factor in brand choice. Yet only 13% of Australian SMBs currently use testimonials or social proof.
McDonald emphasises the importance of showing your brand through story, not just product features. “Simple actions such as updating your About Us page with your story, sharing behind-the-scenes content, or featuring customer testimonials can help,” she explains.
The impact is significant. Research shows 57% of Australian consumers are more likely to remain loyal to brands offering human and personalised experiences. When customers understand a business’s journey, beliefs, and values, they develop personal connections that become foundations for long-term trust and repeat business.
Storytelling works because it makes businesses relatable and memorable. Customers who connect with a brand’s narrative are more likely to become advocates, driving the referral business that’s particularly valuable for smaller companies.
Authenticity wins
In a digital landscape dominated by trends and algorithms, authentic personality becomes a competitive advantage. McDonald points to every customer interaction as an opportunity to reinforce brand identity – from website language to review responses.
“Being remembered isn’t about being loud. It’s about being consistently true to who you are,” she says.
For small businesses, developing personality doesn’t require large budgets – it requires attention to detail. Every social media post, packaging choice, customer interaction, and printed flyer represents a chance to reinforce brand identity and make it memorable.
The authenticity approach particularly benefits SMBs because it leverages their natural advantages over larger competitors. Small businesses can more easily maintain personal connections and consistent voices across all communications, creating the human touch that consumers increasingly value.
Recent success stories show how clever marketing strategies have helped Australian SMEs soar, demonstrating that memorable branding doesn’t require massive budgets – just smart, consistent execution.
McDonald concludes that memorability isn’t accidental – it’s built through intention, creativity, and consistency. “Every social post, packaging choice, customer interaction, or printed flyer is a chance to reinforce your brand and make it stick.”
The message for Australian SMBs is clear: stop trying to out-shout the competition and start building the kind of memorable brand experience that keeps customers coming back. In a world of endless advertising noise, being unforgettable is the ultimate competitive advantage.
Linda McDonald, Sr Director of Marketing, Sales and CX at VistaPrint Australia
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