Hi, Jonathan Sankey, Brand Strategist here from CUT THRU, Sydney's Best Branding Agency of 2023 (humble brag).

I've been contemplating a fallacy that's been causing a stir for quite some time. It's the presumption that the magnitude of a corporation corresponds directly with its advertising potency. It's easy to see why this idea has taken root, considering the formidable and innovative advertising initiatives led by industry giants such as Amazon, Samsung, and PepsiCo.

Dissecting the Fallacy: Major Corporations Don't Necessarily Do Better Branding + Marketing Than Startups

The prevailing story depicts a small business's marketing chief as a cringey figure - seen as lacking refinement, unprepared, and inferior. The common belief is that as a company's size expands, so does its marketing sophistication.

Regrettably, this belief tends to downplay the outstanding marketers at the helm of small businesses and startups while overlooking those in larger organizations who may not be performing as impressively as their company's stature would suggest. It's true that some facets of successful marketing in large corporations may seem out of reach for smaller businesses due to various constraints, such as budget, organizational culture, or team size.

However, I'm here to propose some unconventional and innovative marketing tactics that can propel small businesses to stand toe-to-toe with and even outperform their larger rivals.

Ten Customised Marketing Strategies for Small Enterprises

1. Focus on In-Depth Research Over Broad Surveys

Consider the early days of Warby Parker. They didn't have a large budget for conducting extensive surveys. However, they gained a comprehensive understanding of their target audience through smart panel research strategies. Effective research doesn't require a massive budget; it requires strategic planning.

2. Initiate with Strategy, Followed by Research and Positioning

The conventional order of research, diagnosis, segmentation, and targeting may appear intimidating for many smaller enterprises. Yet, the independent bookstores' rise in the face of online behemoths has shown that it's feasible to begin with market segmentation using readily available data, before moving onto research and positioning.

3. Invent Sub-categories

Smaller businesses might not have the financial muscle or product range to cater to everyone in a category. In such cases, creating a unique niche, similar to what Bonobos did in the men's fashion market, can be a potent tactic.

4. Adopt a ‘David vs Goliath’ Approach

Do you remember the audacious stance taken by OnePlus against Apple? It’s an excellent example of a small brand positioning itself in opposition to a larger player, which can help smaller brands steal some of the spotlight.

5. Start with High Pricing

When setting your prices, bear in mind that we often sell ourselves short. Start high - reducing prices later is easier than increasing them.

6. Establish a Cohesive Brand Identity

Take a look at Patagonia's strategy, which operates under a single brand name despite offering a wide array of products. Maintaining one strong brand can simplify operations and sharpen your focus.

7. Combine Traditional and Digital Communication Channels

Without the budget for a grand TV ad, you can leverage cost-effective digital tools like social media and email marketing. The goal is to maintain an integrated and diverse set of communication channels.

8. Invest in Long-term Brand Growth

Even if you can only dedicate a small portion of your budget to long-term brand growth initially, it's a worthy investment. Striking a balance between hitting short-term objectives and nurturing long-term growth is key.

9. Be Discriminating

When running a small business, it's critical to concentrate your resources. Like how Spotify focused on music

streaming while Yahoo tried to cover multiple online services, you need to be the master of "no".

10. Embrace Conversion Centered Design

Conversion centered design prioritizes creating a user experience that encourages user actions aligning with business goals. Techniques such as directional cues and encapsulation can guide a user's focus to the most important parts of your page, like the call-to-action. Encapsulation, or creating a distinct and noticeable 'container' for your call-to-action, can drastically improve your conversion rates. For example, Airbnb uses these techniques expertly on their landing pages, leading to increased user engagement and conversions.

11. Allow Your Brand to Morph

Don't be apprehensive about letting your brand change and adapt. Smaller brands can be more agile than larger ones. Remember how Lush cosmetics successfully broadened its focus from simply selling cosmetics to campaigning for ethical sourcing and animal rights. It's all about spotting opportunities and having the audacity to grasp them.

That's all for now folks!

Jonathan Sankey
Brand Strategist @ the Best Branding Agency in Sydney (as voted by Clutch...not God), CUT THRU!

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