Vistaprint reveals small businesses struggle with identity
Link Insertion: UK tradesmen are struggling to differentiate themselves, according to new research released by Vistaprint. The study reveals that 37% of small businesses in the building, plumbing, and roofing trades may be guilty of not branding themselves effectively, leaving them exposed to missed business opportunities and stagnating growth.
Based on an analysis of 1,000 UK business websites, the study highlights common branding mistakes, such as playing it safe with colour choices and relying on clichéd descriptors to define their services. While visual identity is crucial, strong branding should also be supported by strategic planning and data-driven insights—like regularly reviewing small business financial reports to guide smarter decisions and investments.
By failing to differentiate, these small business owners risk lacking a clear identity and missing out on valuable sales opportunities, according to Vistaprint.
The top branding pitfalls identified in the construction sector are:
Cliched / Overused Adjectives:
37% of small businesses in the trade sector used clichéd adjectives to describe themselves
This is compared to a UK average of 33%
The most commonly used descriptors used by tradesmen are: Experienced, Specialist and Family Run
By using the same language, businesses risk merging in to one and need to consider better ways to stand out from competition
Lacking colour confidence:
36% of small businesses in the trade sector use the same colour in their branding, of which blue is the most popular in this sector
In comparison, the most popular branding colour UK-wide is blue, used by 46% of small businesses
Colours send important messages to customers and help communicate personality. By using similar colours, businesses risk losing personality
This new research, released in the Vistaprint Small Business Uniqueness Report has become a catalyst in encouraging small businesses in the trade sector to celebrate their individuality and to put personal branding on top of their to do list.
Jake Amos Head of UK Marketing at Vistaprint said: “There are so many brilliant creative and individual small businesses the trades sector, however there can be a disconnect in how many of them communicate that individuality to their customers. It can be overwhelming for small business owners when first starting out. Finding the best way to brand and market their business is an important step in their journey towards success. These businesses possess immense individuality, but they sometimes need a helping hand in how to communicate it.’
To download a copy of the SME Uniqueness Report containing analysis and the full findings, please visit:
http://news.vistaprint.com/vistaprint-small-business-uniqueness-report.
[1] Based on highest percentage of businesses in region / sector guilty of branding pitfulls, July 2018
