‘How can family businesses use their brand to outperform competitors and lead their market?'
Your brand is more than a logo, campaign, or tagline - it’s a performance lever. Used strategically, it becomes a force multiplier for trust, visibility and growth.
| 95% of family business owners say customer trust is essential, but only 49% believe they’ve actually earned it.¹|
That gap isn’t just reputational. It’s commercial. Trust drives loyalty, pricing power and long-term value.
✅ Lead with your story and link it to customer value.
✅ Bring next-generation leaders into the brand early- make them custodians for now and stewards for the future.
✅ Turn your values into daily behaviours—across sales, service, delivery, socials.
✅ Measure brand perception with the same rigour you apply to financials.
Family brands don’t win by default. The best-performing ones build a brand so trusted, so magnetic, that customers stay, staff show up, and competitors scramble to keep up.
Source:
¹ PwC’s 11th Global Family Business Survey, 2023
https://www.pwc.com/familybusinesssurvey
By Queensland based Family Business Accredited Advisor
Melissa Donnelly
Brand Performance Specialist, Affinity Communications
