Brand Mapping Strategy for Local Tradies

Developing your Tradie Brand

The Brand Mapping Strategy, developed by Karen Leland, is a framework that helps businesses define their brand identity and create a strong brand presence. This strategy can be effectively applied to local tradesperson businesses, helping them differentiate themselves in a competitive market and attract more customers. Here's how the Brand Mapping Strategy can be implemented for a local tradesperson business:

Define Your Brand Identity

Start by clarifying your brand's core values, mission, and unique selling proposition (USP). Identify what sets your business apart from competitors and what value you provide to customers. Your unique selling proposition (USP) can be centred around providing exceptional customer service or specialising in a particular service in your trade.

Identify Target Market

Determine your target market by understanding your ideal customers' demographics, needs, and preferences. Are you primarily targeting homeowners, property managers, or businesses? Knowing your target market will help you effectively tailor your brand messaging and marketing efforts.

Develop Brand Messaging

Craft a compelling brand message that communicates the essence of your business. Your messaging should resonate with your target market and clearly convey the benefits of choosing your services. Focus on addressing customer pain points and demonstrating how your expertise and services can solve their problems.

Design your Visual Identity

Create a visual identity that reflects your brand's personality and resonates with your target audience. This includes designing a professional logo, selecting a colour palette, and choosing fonts that align with your brand's values and the image you want to portray. Consistency in visual elements across your marketing materials will help build recognition and trust.

Consistency in visual elements across your marketing materials will help build recognition and trust.


Build an Online Presence

Establish a strong online presence through a professional website and active social media profiles. Your website should showcase your services, including customer testimonials, and provide easy ways for potential customers to contact you. Regularly update your social media platforms with engaging content that showcases your expertise and interacts with your target audience.

Online Reputation Management

Monitor and manage your online reputation by actively seeking and responding to customer reviews and feedback. Positive reviews can boost your credibility while addressing negative feedback demonstrates your commitment to customer satisfaction. Encourage satisfied customers to leave reviews and testimonials on relevant platforms to enhance your online reputation.

Networking and Partnerships

Develop relationships with complementary businesses or professionals in your local area. Partnering with real estate agents, home builders, or interior designers can provide referral opportunities and expand your customer base. Attend local events, join professional associations, and actively network to build connections and generate leads.

Provide Exceptional Customer Service

Deliver exceptional customer service consistently. Going the extra mile to exceed customer expectations will build loyalty and lead to positive word-of-mouth referrals. A satisfied customer is more likely to recommend your services to others, helping to grow your business.

Continuous Brand Evaluation

Regularly evaluate your brand's performance and make necessary adjustments. Monitor key metrics such as customer satisfaction, lead generation, and brand recognition. Stay updated on industry trends and adapt your brand strategy to stay relevant and maintain a competitive edge.


Building a brand is an ongoing process that requires consistency, continuous improvement, and a customer-centric approach.


By implementing the Brand Mapping Strategy, local tradesperson businesses can establish a strong brand presence, attract more customers, and differentiate themselves from competitors. Remember, building a brand is an ongoing process that requires consistency, continuous improvement, and a customer-centric approach.

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