Turning Point: Real Entrepreneurs Share Their Marketing Secrets for Growing a Customer Base 

Looking to attract new customers in 2025? While the phrase “If you build it, they will come” makes for a memorable movie line, it’s not a reliable strategy for attracting and engaging customers. This is where marketing comes in. Effective marketing activities raise awareness and spark interest in your business, and they distinguish you in the marketplace. But good marketing does more than educate: It inspires people to engage with your business. In recent conversations with Canadian business owners, RBC uncovered tips and strategies to help build your brand, expand your customer base and drive revenue growth.

Create a strong brand identity for your business

With a well-crafted brand identity, you can personify your business. It tells your story and reflects your mission and values. Your brand identity can help you establish a connection with your audience, stand apart from your competitors and build a positive reputation.

Creating a brand identity was an early step for Sheepdog Brew Co., a craft cold brew coffee company. “I wanted to create a distinct brand,” says founder Shawn Black. “The inspiration for our brand today is Tom Selleck driving an ’86 Ferrari.” Sheepdog’s brand is vintage, cool and masculine. 

Backstory: How Sheepdog Brew Co. is Building Their Business, Their Brand and the Cold Brew Category in Canada

FullMoon Autoworks founder Erik Wigger took a similar approach, ensuring their branding was intentional and consistent. “Our branding is very important to us. Our company colour is orange, and everything we advertise is orange. This enables us to stand out, boost our visibility and be instantly recognizable to customers and prospects.”

For NORTH, a Calgary-based bottled water company, creating a brand that proudly represented Canada was a priority. Their branding begins with the bottle itself, which is designed to represent their water source – the aqua blue and white capturing the vivid colours of the mineral-rich glacial lakes of the Canadian Rockies. “There is a lot more power and story behind the colours and design than just looking pretty – the bottle is designed to embody Canada in every way, shape and form,” says NORTH co-founder Saawan Logan. The aluminum packaging further symbolizes the values of health and sustainability that the company stands for.

Three Branding Tips for New Entrepreneurs from NORTH’S Co-Founder, Saawan Logan

Establish a solid online presence for your business

Ninety-seven percent of consumers use the internet to locate and research a business. A strong online presence makes it easy for people to find you, boost your brand awareness and provide information about your product or service.

In a digital landscape, ‘being online’ can span multiple channels. How effectively you use and integrate these channels significantly affects consumer engagement with your brand. A user-friendly and appealing website, compelling online ads and strong social media activity are all hardworking components of a successful digital strategy.

Drake Squarebriggs, founder of Top Notch Golf, launched his business entirely online. “I started with a website and social media account,” he says. “And during the pandemic, when more people were scrolling on their phones, I went really heavy on the online marketing in bigger markets like Ontario, B.C. and Alberta.” Not only did Squarebriggs use his ads and social media to direct traffic to his website, but he also leveraged social channels to establish relationships with customers and demonstrate expertise. “People could message me online, and I would answer questions and recommend certain products. I built some really good relationships online through the COVID years.”

Read how Drake got started: 5 Keys to Business Success from Top Notch Golf

Wigger also believes in the power of online marketing. “We have well-designed visual ads that run on Meta, a Google ads campaign and an up-to-date website that includes all our services,” he says. “I think a website should clearly convey what you do, how you do it differently and why people should come to you.”

5 min read: Driving Success: FullMoon Autoworks Founder Has Grown by Being Bold and Being Smart

Sheepdog focuses on their social channels. “I think we probably have the most engaging brand play in Manitoba,” Black says. “We have just shy of 10,000 followers (on Instagram) and get thousands of views on everything we post. So, engagement is really high. We try to dominate the platforms we’re in.” 

Laila Diodati, owner of Laila’s Cheesecake Co., further emphasizes the importance of social media as a complement to in-person conversations. Active on Instagram, Facebook and TikTok, Diodati leverages the power of both online and offline connections. “Every customer that comes into my store, I ask them how they heard about me. Mostly, people say Instagram, Facebook or a friend told me about it.”

Hear from Diodati and other entrepreneurs as they discuss best practices and the power of being online in our webinar How Businesses can Maximize their Online Presence for Revenue Growth.

Be visible in marketing channels relevant to your audience: meet your customers where they are

For many entrepreneurs, marketing efforts also extend beyond the online space. FullMoon Autoworks, for instance, engages in what they call “good old-fashioned marketing,” such as fliers and door hangers to spark local interest. The Sheepdog brand is also visible offline in Winnipeg. “We have a branded Ford Bronco that we use as our delivery vehicle,” Black says. “It’s got a super-cool vintage wrap on it that everyone stares at when we’re driving because it’s so eyecatching.”

When Squarebriggs evolved Top Notch Golf from purely an online retailer into a brick-and-mortar shop, he also evolved his marketing plan. “Right now, my focus is on building the brand locally and getting as many people into the store as possible,” he says. One way he does this is by leveraging local expertise. One of his newest salespeople is a popular local golf player who creates a draw for younger players. His Class A golf instructor offers lessons on-site, bringing foot traffic into the store.

Connect your marketing elements with consistency

A multifaceted marketing strategy enables you to reach different segments of your audience by engaging them where they are. As you market across platforms, however, consistency is key; consumers expect a cohesive experience with your brand wherever they encounter it. For instance, FullMoon Autoworks’ “everything is orange” approach makes the brand instantly recognizable across touchpoints. Similarly, Sheepdog’s vintage, masculine aesthetic is front and center in its social posts, merchandise and delivery truck design, fostering connection and trust with customers.

Sparking interest from potential customers is one of the main ways businesses grow. A marketing strategy that is multichannel, intentional and engaging can help boost traffic and drive sales.

Our Turning Point series helps entrepreneurs through every stage of their business. As you progress through your business journey, read about the turning points of other business owners and what they accomplished around the next corner.

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