They say you shouldn’t judge a book by its cover, but according to Masters Agency Managing and Creative Director Simon Masters, the reality is – we do.
“When it comes to business, first impressions aren’t just important – they’re everything,” Masters said.
“If your brand doesn’t grab attention and inspire trust within seconds, you’re already losing the game.”
Masters explained branding isn’t just about having a sleek logo or a pretty colour palette.
“To me, it’s the way a business communicates who they are, what they stand for, and how they create value for their customers,” Masters explained.
“Branding is the clothes we wear, it’s the cars we drive, and it’s the way we decorate our homes – it’s all about communicating to others, and ourselves, what we value.”
One thing Masters has learned is that brand equity takes time, it’s not something that magically appears overnight.
Gaining the trust and loyalty of customers requires consistent effort, attention to detail, and staying true to your product or service.
“Think about some of Australia’s most iconic brands, like Weet-Bix or Bunnings,” Masters pointed out.
“Their strength comes from their consistency; from their colours to their tone of voice, they’ve spent years earning a place in the hearts of Australians through consistent, branded efforts across all their relevant marketing channels.”
However, branding can’t fix a broken business model.
“To put it bluntly, we can’t put lipstick on a pig,” Masters said.
“If the product or service doesn’t create real value or isn’t market-fit, even the best branding won’t save it.
“Branding is like putting the right frame around a masterpiece – it can enhance and highlight, but it can’t create the art itself.”
In addition to enhancing and highlighting services, branding can influence your customers’ decisions long before they even reach out.
“Today’s consumers are savvy; they’re ‘stalking’ businesses across websites, social media, and reviews,” Masters explained.
“By the time they pick up the phone or send an inquiry, they’ve already narrowed their options down to two or three.
“A consistent brand across all these touchpoints says, ‘We care about the details because we care about you’.”
That’s why Masters Agency believes branding is so crucial.
“It’s about creating trust and a connection with your target audience, igniting their spark to take the next step with you,” he explained.
“Let’s make sure the world sees the same value in what you do.”
If you have a great product or service that no one knows about, and your treasure is being buried, check out Masters Agency online at http://www.mastersagency.au and get in touch at [email protected].

Weekender Newsroom
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