Changing industry perceptions
‘Business Sales’ vision for the future of the Australian small business industry was ambitious, but so are they. After almost 30 years in the industry, they saw a need for an online business sales platform that specifically served the needs of business brokers and Australian business owners at a crucial point of transition that was typically plagued with uncertainty and complexity.
Business Sales to redefine the business sales experience and empower small business owners across Australia with clarity, transparency, and momentum. As Australia’s first Live Business Sales Platform, they wanted to position themselves as an industry leader while staying true to their purpose-driven ethos. The goal was to create a brand that not only met the practical needs of buyers, sellers, and brokers but also deeply resonated with their values of trust, authenticity, and progress.
To support this vision, we began with a Brand Diagnostic. This process uncovered that while the organisation had robust data on competitors and the industry, they lacked deeper insights into their audience’s motivations, aspirations, and challenges. The diagnostic work revealed a critical need to connect with their audience on a more personal level, shaping a brand that could bridge the gap between the practicalities of business sales and the emotional support needed during significant transitions. These insights became the foundation of a brand strategy designed to empower their audience while aligning with Business Sales’ long-term vision.
An evolution to support the desired future
A workshop with the leadership team brought clarity to Business Sales’ purpose, vision, and values, while identifying their ideal audiences and uncovering the unique attributes that set them apart in the industry. In-depth customer interviews revealed the mindset, motivators, and behaviours of buyers and sellers, forming detailed empathy and journey maps to guide strategic decisions.
As we got deeper, it became evident where Business Sales core values and beliefs connected in the truest and most authentic ways with their key audiences’. We also found a disconnect in perceptions and a need to change the narrative – to celebrate Australian business owners for their contributions to Australia’s small business economy as they transition onto their next, while keeping Australia’s small businesses alive and moving.
Building on this foundation, we focused on redefining the business sales experience and positioning Business Sales as Australia’s first Live Business Sales Platform. Their purpose, “Empowering the flow and progress of small business in Australia,” became the guiding principle for all strategic and creative work. The motivational tagline, “Make Next Happen,” encapsulated their role as a trusted partner in business transitions.
Audience insights shaped tailored messaging and a cohesive narrative that resonated with buyers, sellers, and brokers alike. A dynamic brand identity and voice, reflecting their Hero archetype, reinforced trust, motivation, and straightforwardness. Tools and frameworks ensured consistent communication, while a technology integration strategy enhanced the user experience with real-time data and personalised dashboards. Together, these elements created a brand that blended practical functionality with authenticity and clarity, aligning Business Sales with its audience’s needs and ambitions.
Strategically aligning a visual identity.
Once the brand’s foundations were established, a visual brand that could draw on the strength of their archetype – the genuine hero – was developed. The visual identity needed to feel uplifting and motivating with a sense of progress and flow, while still being humble and strong.
The results were game-changing for Business Sales, positioning them as a trusted advocate for small business transitions with a clear purpose and messaging that truly resonated. Their promise, “Start Strong. Finish Proud,” not only captured attention but solidified their place as leaders in the field. As Australia’s first Live Business Sales Platform, their innovative features—like real-time data and dynamic interactions—delivered a seamless, transparent experience that inspired confidence. Beyond immediate success, the work set them up for future growth, equipping them with scalable tools to adapt and continue empowering small businesses across Australia to keep moving forward.
Business Sales’ transformation highlights the power of aligning purpose with strategy. Through a human-centred approach, they have created a platform that not only meets practical needs but also inspires and empowers. Their commitment to “Making Next Happen” has set a new benchmark in the industry, helping Australian small business owners navigate transitions with clarity, confidence, and momentum.
