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As a small business owner, it’s not easy to compete. Big brands have larger budgets. They have in-house marketing staff and brand recognition. But that doesn’t mean it’s impossible to stand out and make people take notice.
SMBs have unique advantages, too. They are more agile, and can build close connections with real people. Customers aren’t just numbers, especially when you’re operating locally. To beat the pros, lean into the small of small business. Here’s how.
Your Brand Needs Recognition, Make It Easy
People will remember what they see often; that’s the main branding recipe. It’s why big companies rarely change their branding, and when they do, the changes are usually small and subtle. A slight change in the hex value of the secondary colour, a tiny addition to the brand’s main character.
For your small business, you mustn’t lose any brand recognition you already have. Your brand needs to stay familiar, a logo that will be recognised roadside, a colour palette that’s appealing and simple.
Here’s what you need to do: keep everything consistent. Small businesses tend to be all over the place, a website that has a slick and modern look, but brochures with graphics from the early 2000s. Don’t do this. Same colours across all channels, a single ‘vibe’ that tracks on everything you release, no compromises.
When it comes to colours, pick a palette, and go with it. Use the science behind colour psychology to market your business, calming customers with yellow, or screaming ‘sale’ with red. Don’t pick based on what ‘looks nice’, but do some actual research.
And once you have chosen your branding, stick with it. Recognition will grow over time. It comes from those repeat marketing moments, not from finding that one so-called perfect logo (of which very few actually are).
Tell Stories Bigger Brands Cannot Tell
Large brands try to go small, creating campaigns that attempt to go local. That’s because they know people want genuine connections, but customers aren’t that easy to fool. As a smaller business, you can take advantage of what’s real, especially when trust matters.
Don’t try to go for the ‘fake it till you make it’ approach, trying to look like you’re bigger than you are. No, genuinely tell your story. If you started your business in your garage, just like Steve Jobs did, tell that story. Show the faces behind the brand, and let customers peek behind the curtain.
Small bakeries or restaurants can show how it all started with a family recipe. A local printer can go in-depth on how every single order is an individual project. Repair shops can highlight a customer who has been there since day 1, years ago.
Basically, people can recognise reality. They know when you’re trying to sell them snake oil, and don’t believe it when large corporations try to pretend they’re one of the little guys. You don’t have to pretend, so lean into your story.
Use Small as a Weapon
When you see a commercial released by a major corporation like Coca-Cola or Nike, or the most recent viral World Cup commercials, it’s the result of months, potentially years of preparation.
That’s because big brands operate on many layers. There are many meetings, approval cycles, legal checks, and finally, the sign-off from the head honcho.
For small businesses, it doesn’t have to be that way. This is a huge advantage, because you can react in (as near as makes no difference) real time. You can test an idea today, and release it to the market as soon as you’re ready. Take advantage of what’s trending, because on social media, things can change quickly.
Of course, don’t spend big before you run a small test campaign. Test an offer with loyal customers first, for example. Or run a limited product drop and see how it sells. Instead of a city-wide flyer drop, try a small neighbourhood first.
If one thing doesn’t work, try the next. Big brands can’t do that. Based on real feedback from customers, you can implement changes quickly and without much fuss.
Your Limits Are Your Strength
Our final tip expands upon the “small weapon” adage: it’s time to turn those shortcomings into strengths. Don’t dwell on having a smaller budget than your competitors, or focus on your lack of mainstream brand recognition.
Instead, turn those limitations into USPs. Highlight the fact that you only produce small batches, or that you limit your business to five new clients a month. Share how every order is packed by hand, and that every supplier is on a first-name basis. Lean into your limits and use them honestly. That’s the ultimate way to beat the bigger fish.
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