The Ultimate Guide to Brand Communication for Small Business Owners
Here’s everything you need to know to master brand communication and elevate your small business.

Contributed by
Hayley Birtles-Eades
December 10, 2024
Did you know that 88.5% of Australian businesses are sole traders or micro businesses with fewer than five employees? These ventures are the backbone of our economy, fueling innovation and contributing significantly to local and national growth. However, despite their vital role, micro businesses often face challenges that larger companies rarely encounter. From bureaucratic hurdles to inaccessible tools and processes, these obstacles can create significant barriers to success.
At Beinc, we understand these struggles firsthand. I was recently featured in Inside Small Business, where I shared my experiences navigating the Export Market Development Grant (EMDG) process. Here’s what I’ve learned and why we need to advocate for change.
The Reality of Red Tape
Micro businesses operate lean, which can be a strength. However, when it comes to government grants or support systems, this lean structure becomes a disadvantage. Applying for the EMDG, I encountered:
Grants like the EMDG are meant to support SMEs, yet the process feels more accessible to businesses with larger teams and more resources. For sole traders, these challenges are more than frustrating—they’re barriers to opportunity.
The Hidden Costs of Being Small
One common theme for micro businesses is having to “make do.” For example, I’ve had to hire external consultants to help navigate overly complicated systems—an additional cost that many sole traders simply can’t afford. Whether it’s grant applications, licensing requirements, or software subscriptions, we’re often forced to invest extra time and money to access the same opportunities as larger businesses.
Software Designed for Big Business
Another overlooked challenge is the lack of tools tailored for smaller teams. Many software solutions cater to companies with multiple users, making them unnecessarily expensive or cumbersome for sole traders. For example:
These tools are vital for running a business efficiently, but their design and pricing models often exclude the smallest players.
Why We Need Change
These barriers highlight a systemic issue: the systems, processes, and services supporting Australian businesses are often designed with larger companies in mind. This needs to change. Micro businesses and sole traders deserve tools, grants, and processes that reflect their realities and help them thrive.
What Can Be Done?
Here are a few steps we can take as a community to push for more inclusive solutions:
Let’s Start the Conversation
At Beinc, we’re committed to empowering small businesses by providing branding and communication strategies that help them overcome these hurdles. If you’ve faced similar challenges or have ideas for solutions, we’d love to hear from you. Together, we can create a more supportive environment for micro businesses and sole traders across Australia.
Let’s break down these barriers and help small businesses achieve big things.
Have you faced challenges as a micro business? Share your story in the comments or contact us at Beinc to join the conversation. Let’s advocate for a fairer, more inclusive system for all.