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SoleTraders Branding Tips

Establishing yourself as a sole trader, whether you’re a tradie, writer, service provider or designer, you will need a strong brand that helps you stand out among the crowd. In addition to a great name and logo, your brand message will help differentiate you from your competition and should help attract new customers to your business.

As a sole trader, the important decisions about your business are primarily your responsibility. From branding to customer service to marketing, the direction of your company is steered by you. It takes a great deal of time, money and energy to launch your own business. One the decision has been made, you will want to make sure to properly insure this company that you are bringing to life.

Whether you are bringing a product or a service to the market, it’s important to carry the proper insurance to protect the company, and brand, you have spent so much time creating.

Public Liability Insurance

Protecting your business is critical. Every company needs to be properly insured to cover all that you have built. Public Liability insurance is designed to provide protection for you and your business in the event a customer, supplier or a member of the public is injured or sustains property damage as a result of possible negligent business activities.

BizCover has access to a network of insurance companies and can quickly provide you free, multiple quotes so you can compare policies without the need to ring around or visit multiple websites. Within minutes you will have options to choose from and can obtain coverage immediately.

Obtaining several quotes from different insurance companies will allow you to see not only the different coverage levels but also the cost of each policy. BizCover can make this process easier and faster. For more information regarding the benefits of Public Liability insurance coverage, please go to


A lot of people assume that the term branding refers only to the name and logo. Branding is much more than that. Effective branding communicates to your customers who you are, what you do and what you stand for. Your branding should come across in everything you say or do as your company.

It is worth the investment of time and energy to be clear exactly what your brand is and communicate that message from the start. Listed are some tips to help you get started in properly branding your sole trader company.

Understand Your Business

In order to establish a successful brand, you must know and thoroughly understand your business.

  • Who is your target market?
  • Who are your customers?
  • What makes your company, products or services unique in your industry?
  • What sets you apart from your competition?
  • What is your company’s mission statement?
  • What are the values that you believe in?

Think carefully about how you want to position your company and why. Investing the time and work into determining exactly how you want to position will ultimately make branding decisions much easier going forward.

Naming Your Business

One of the most important aspects of launching a new business is picking a perfect business name. It isn’t easy. You will want to pick a name that is clear, catchy, and appealing. The name needs to effectively communicate who you are and what you do. It should be clear and descriptive, not plain or generic.

Brainstorm and get creative. Keep it simple but creative. Many sole traders want to use their name but this can be limiting and most likely does not communicate anything about your brand. Think bigger and outside of the box. When you have come up with a few different names, discuss the names with friends and families. Listen to their feedback. Once you have settled on a name, verify that it’s not currently in use and also see if the domain name is available.

The Visual ID

Creating the visual ID of your brand is very important. Much thought and time should be invested in bringing this identify to life. Your visual ID contains not just your logo but specific colours, fonts, and overall graphics or layout that establishes your brand.

Your logo should be eye catching, simple, visual pleasing, and appropriate for your industry. This visual will be used in your business cards, marketing materials, online presence, brochures, social media, invoices and emails.

Visual branding is an area that is best left to the experts in graphic design. It is worth the time and resources to work with a professional designer to help you create a visual identity that is appealing to your customers and communicates your brand.

Brand Voice

In addition to your visual ID, your brand voice is critical too. Utilising the appropriate messaging and voice of your brand will communicate the personality of your business. How you say and what you say as a brand will have a big impact on how people perceive you as a business.

Word choice and tone is very important. The brand voice needs to be consistent on your website, your social media accounts and your marketing materials. Your brand personality will be conveyed through your word choice, tone and style of communication to your customers/potential customers.

Will your brand voice be formal or informal? Informative or conversational? However you decide to establish your brand voice, be consistent. Always convey the same tone on all platforms.

Embody Your Brand

YOU are the most powerful representation of your brand. It is very important that you embody your brand. Establishing the name, logo, visual ID and tone of your brand is critical but so too is you as the representative of your company.

As a sole trader, you are your business. How you look, what you do and what you say communicates your company to your customers. If you position your company as professional, on time, with friendly service, you need to follow through on that messaging. If you are late, messy and unfriendly you have undermined all of your efforts to establish yourself as a company.

Although these steps may seem like a great deal of effort at first, establishing your brand is critical. Put these tips into action and establish yourself apart from the competition by creating a strong brand that customers recognise and trust and will set you up for long-term success.

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