The Branding Advantages of Small Businesses
Branding plays an important role in any business. Just ask the companies who have been suing each other like 20th Century Fox suing Universal Studios because the latter produced Battlestar Galactica. 20th Century Fox cited 34 specific copyright infringements, one of which is the similarity between the cantina scene in Star Wars and the casino scene in Battlestar Galactica (both feature musical entertainment being provided by non-humans).
Some of these cases cost almost a billion in damages, can you believe that? So it’s pretty obvious how much branding is important to larger businesses. But what about small business owners?
Why Small Businesses Should Care About Branding
Let us get one thing clear: this is not about small businesses imitating big companies. It’s about creating their own identity. A strong brand will help them become memorable and attain customer retention. Because finding a niche is increasingly becoming difficult and there are thousands of companies out there, the need to stand out is more important than ever. Especially if they are up against companies who have more resources and funds.
However, if you’re a small business, your advantage is that large companies can never be you. Here are some branding advantages for small businesses.
Digital Marketing Know-How
As a small business, hiring a whole team to do your online marketing efforts may not be too feasible. This means that all digital marketing strategies you want to put in place were learn and will be executed by you and a few others. It’s an advantage because you know how to reach when there’s been a dip in website visits or if your analytics suggests a decrease in engagement.
Indeed, digital marketing is more than just buying a website and making sure the design looks awesome. It’s about knowing the other elements like doing a domain name search to make sure your chosen domain remains unique or taking advantage of a WHOIS search in case you need to purchase a domain off of another webmaster.
More Personalized Customer Engagement
According to a Deloitte Consumer review, an increasing number of customers prefer personalized service, mainly because they are empowered by social media. The accessibility of these platforms has also given them a chance to dictate how a product or service is delivered. Small businesses have the advantage because they are able to take in all the comments and reviews and focus on which ones can help them better deliver the product or service that are being demanded from them. They can reply in real-time, post updates on improvements, maybe, even send a private message to customers who have helped them significantly, and so on.
This personalized engagement is so effective that a lot of larger companies have started mimicking the vibe. You may have noticed some of them even posting memes just to show they are in touch with what’s trending.
Small Businesses Can Be Fun and Quirky
One of the biggest challenges of marketers working with larger companies is staying within the limits the top executives have set. Which means for the longest time, before small businesses have provided a competition against them, marketing is only about sticking to the corporate brand. This isn’t to say that it’s not right.Of course,you should work with what your brand is about. But what small businesses do is to take their brand core and identity and present in ways no other people have seen before.
Small businesses are able to think outside of the box to make memorable online campaigns without compromising the brand. Being untethered to high management is a huge advantage, one that a lot of small businesses have already maximised.