Nearly seven in 10 Australian small businesses lack consistent branding across key touchpoints, raising risks for succession as a growing number of owners approach retirement, according to research commissioned by VistaPrint.
Among owners nearing retirement, 67 per cent do not have consistent branding across signage, vehicles, uniforms or packaging, while 71 per cent of all business owners say their business relies more on personal reputation and word-of-mouth than formal branding or marketing. Nearly six in ten (59%) agree refreshed branding would increase the value of their business.
The findings come as almost one in three (31%) small business owners plan to retire within five years, with only 16 per cent having a documented succession plan. Close to half (45%) of those considering an exit have no succession or sale plan, and one in four (25 per cent) have never considered what will happen to their business.
Marcus Marchant, ceo at VistaPrint ANZS, said many businesses remain closely tied to their owners, making transitions difficult.
“With one in three small businesses getting close to retirement without a clear plan for what happens next, we are heading towards a succession cliff. In many cases, the business is still heavily tied to the owner, through their relationships, reputation and day-to-day involvement, which can make it much harder to sell, hand over or keep the business going when they step away,” he said.
The research also found that four in ten (40%) owners have experienced a sudden departure from a previous business due to factors such as health crises, financial pressure, burnout or market shifts. Despite this, 19 per cent of those planning to retire have not discussed their exit with family, staff or advisers.
Reliance on personal reputation increases with age, rising to 78 per cent among business owners aged 50 and over. Nearly one in five (18%) of those nearing retirement lack a professional logo, website, social media presence or marketing program.
“If a buyer or successor can’t find you, can’t see what you stand for and can’t evaluate what they’d be taking on, then they’ll move on,” Marchant said. “Branding isn’t vanity for these businesses. It’s the difference between a business that can be handed over and one that closes when the founder walks away.”
More than eight in ten (84%) owners believe branding would improve their business’s value or sales appeal. Among those considering an exit, 72 per cent say they would invest in branding if it improved their sale outcome, although cost and uncertainty remain barriers.
Mark Griffiths, who took over Melbourne-based Griff & Lee Construction with his brother Lee in 2025, said building a distinct brand was necessary during the transition.
“We’d worked alongside Dad for years, so we knew the trade inside out. But when we stepped out on our own, we realised his reputation didn’t automatically transfer to us. We had to build our own identity from scratch: signage on the trucks, uniforms with a professional logo, and a website, so people could see we were a legitimate operation,” he said.
“It’s made a real difference. We’re getting enquiries from people who found us online or saw our van on site. Dad mostly built his business on word of mouth and a phone number on the fridge, and that still works. But if you want to grow beyond the people who already know you, you need a new way for them to find you.”