October is NSW Small Business Month – the perfect time to celebrate the local businesses that make our communities thrive.
From Caringbah to Katoomba, from Marrickville to Mudgee… local businesses are the heart and soul of our communities. They’re the engine rooms of our main streets and villages, providing the services that make us proud to be locals.
They’re the faces we trust when searching for something to eat, a haircut, the perfect gift, a reliable trade or professional service. Together, these businesses create the ecosystems that determine whether a place feels vibrant, connected, and alive.
And it’s not just physical stores. Digital-first businesses also build thriving communities, connecting like-minded people and creating modern ‘villages’ where customers feel seen and valued.
But there’s one challenge that even the most passionate business owners face – being remembered.
How memorable is your business?
You and your customers are bombarded with up to 10,000 marketing messages every day.
Yet research shows that most people can only name a handful of businesses in any category.
That means close to 99% of those messages are forgotten – instantly. Why?
Because most are generic, irrelevant, or sound just like everyone else.
If your business is one of those that is easily forgotten, you’re not just being overlooked – you’re being ignored. And that costs you more than lost sales. It costs you trust, recognition, and long-term growth.
Distinctive brands deliver
up to 3× higher profit growth
& 30-50% lower customer
acquisition costs.
In other words, being ‘memorable’ is one of the smartest and most cost effective business strategies there is.
The hidden cost of sameness
Most businesses sound and act the same – creating a sea of sameness that is costing you sales, repeat purchases, loyalty, and margin.
Many try to spend their way out of it – investing in SEO, ads, or social media, hoping attention will fix what clarity can’t. It helps for a while, but when every business in your category promises “quality service,” “trusted advice,” or “great value,” customers can’t tell you apart.
So next time customers need what you offer, they start a fresh search… and all that time, effort, and money is lost. If your marketing is forgettable, your competitors are getting that free leg up.
A brand IS NOT what you say… it’s what people remember about your business – and what they tell others.
Why some businesses are memorable – and others are not
Memorable businesses have a few key things in common. These businesses think deeply about what their customers truly value, they then deliver on that consistently, and then build everything they do around three key pillars.
CLARITY:
They have defined what makes their business better than their competitors – and why it matters to customers. Clarity gives your business focus and helps customers quickly understand your value.
CONSISTENCY:
They have delivered a unified experience across every channel (in-store and online, in service and back of house), every time. Consistency builds familiarity and trust, multiplying the impact of every dollar spent.
CONNECTION:
They show up with relevance, empathy, and follow-through. Connection turns visibility into repeat purchases – and one off customers into loyal advocates.
When these three forces work together, a distinctive and trusted brand multiplies every dollar.
It reduces acquisition costs, improves conversion, and drives repeat business.
See how your business rates:
The JBC Brand Performance Scorecard
To celebrate NSW Small Business Month, We’ve created a practical tool that helps business owners and teams measure how memorable their business really is – and what to strengthen next.
The JBC Brand Performance Scorecard is a simple, 10-minute tool that helps you:
- Assess your brand’s performance today
- Identify priorities for tomorrow
- Benchmark against your competitors to reveal your true market position
The tool evaluates the six key drivers of business of growth and memorability. So, you’ll walk away with a clear snapshot of your strengths, opportunities, and focus areas for the year ahead.
Download your free JBC Brand Performance Scorecard
Turning insight into action
Your Scorecard gives you the insight. But what you do with it will determine where the impact and growth happens.
To accelerate your progress, book a Facilitated Brand Performance Workshop.
In just two hours, we’ll:
- Unpack your Scorecard results and prioritise key opportunities
- Analyse your competitor landscape
- Align your team and customer experience
- Build a simple, practical roadmap for growth
Because the only marketing that truly works… is the kind people remember.
Share the advantage
October is all about celebrating small businesses across NSW – and supporting growth in your local communities. If you know a business that deserves to stand out, share this article or tag them.
Help them discover where their business stands, and where it could go next.
Final thought
A distinctive and trusted brand multiplies every marketing dollar. It reduces acquisition costs, improves conversion, and drives repeat business.
The best-performing businesses aren’t the loudest – they’re the clearest, most consistent, and most connected. That’s what makes them memorable.
Take ten minutes today to see where your business stands → Download the free Scorecard
Because the only marketing that truly works… is the kind people remember.
Interested in more: How Market Research can fuel business growth
FAQs: Building a business people remember
1. What is NSW Small Business Month?
NSW Small Business Month is an annual initiative by the NSW Government that celebrates and supports small businesses across the state. It recognises the vital role local businesses play in driving community connection, innovation, and employment – from cafés and trades to consultants and creatives.
At Jason Bullivant Consulting (JBC), we see this as the perfect opportunity to pause, reflect, and strengthen your business foundations for the year ahead.
2. Why does being “memorable” matter for small businesses?
Customers don’t always choose the best business… they choose the one that stands out in their mind – the one they remember.
That memory is shaped by clarity, consistency, and connection. When your business is easy to recognise and trust, you spend less time chasing leads and more time serving loyal customers.
3. How does brand impact profit?
Research by Binet & Field (2022) found that distinctive brands achieve up to 3× higher profit growth and 30–50% lower acquisition costs.
In other words, memorability isn’t just good marketing – it’s smart business.
4. What is the JBC Brand Performance Scorecard?
The Scorecard is a free, structured self-assessment tool that helps you diagnose your business across six areas that influence visibility, trust, and growth.
It’s quick to complete, simple to understand, and immediately actionable.
Use it to:
- Evaluate your business performance today
- Plan your goals and focus areas for tomorrow
- Compare your strengths against competitors
5. What’s the difference between marketing and memorability?
Marketing gets attention.
Memorability builds connection and trust.
Marketing is what you say.
Memorability is what people bank in their memory and what they tell others.
Without a clear, consistent experience behind your marketing, even the best ads fade fast.
6. What is a Facilitated Brand Performance Workshop?
It’s a two-hour collaborative session where JBC helps you turn your Scorecard insights into a growth strategy. We’ll help you prioritise what to fix, how to stand out, and how to strengthen your customer experience.
Sessions are tailored, insight-driven, and designed to deliver measurable outcomes – in person or online.
7. How can businesses in the Sutherland Shire and across NSW get involved?
You can participate in Small Business Month by:
- Completing the JBC Brand Performance Scorecard
- Booking a Facilitated Workshop to bring your insights to life
- Sharing this article to support another local business
Workshops are available across NSW, both in person and online.
8. How do I know if my business needs this?
Ask yourself:
- Do customers describe my business the way I want them to?
- Does my business show up and deliver in a consistent way?
- Does my team deliver on the promises I make?
If you hesitated on any of those, this tool will help you find where to focus.
9. How does this fit within the JBC Brand-Led Local Amplification™ Framework?
The Scorecard and Workshop are part of the JBC Brand-Led Local Amplification™ Framework – a structured approach to help SMEs:
Measure → Clarify → Amplify.
It’s designed to help businesses – from Cronulla to Coffs Harbour, Enmore to Eden… to increase visibility, build trust, and grow… through clarity, consistency, and connection.
If you have any further questions… contact us today – for a FREE & confidential discussion.
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