Startups can often feel like they’re at a major disadvantage when they’re trying to compete with companies ten times their size. With ten times the budget to match, as well as brand recognition that just seems out of this world. But just because you’re small that doesn’t mean you’ve got no power to compete – in fact. Being a small business usually means you’re pretty flexible. You can be personal, you’re quicker. And you can be very memorable when you work with what makes you different rather than trying to copy the big corporations. With that in mind, here are some ways that startups can compete with big brands.
Big Brands Move Slowly
If something needs to change or there are new ideas that could work in a big company. There will very often have to be dozens of meetings with all kinds of different people. A long-winded strategy to make it all happen, and approval signed off. Which can take longer than all the rest of it put together. Not to mention the fact that those ideas and changes can take ages to filter through to the people who actually make the decisions in the first place.
But a small business can realise something needs to change or be added (or removed). Work out how to do it, and get it done – often without days, if not hours. And that doesn’t just save you plenty of time. It means your momentum isn’t slowed down and you can respond to things – like the newest trend or meme, for example – immediately. That’s the kind of thing that can save a reputation or add some money to your bottom line.
Your Marketing Can Be Precise
Big brands can throw their marketing all over the internet so they know people are going to recognise them without even having to think about things. And the problem is that startups can’t do the same. Well, we say problem – it might not actually be such a bad thing when you think about it. The fact is, when you don’t have a huge budget. You’re forced to pay more attention to what you’re doing because you literally can’t afford to lose any money. And that means you have to work out precisely who your audience is and market directly to them rather than just blanketing everything and everyone in your message. Which gives you far more misses than hits.
So ask some questions to find out who your audience is, what they worry about, what triggers them to buy something (or not buy, as the case may be). And even what kind of language they use so you can use it too. That way, you can make your messages a lot more personal. And that’s going to be more memorable than a big ad that isn’t really talking to anyone in particular.
You Can Have Brand Personality
What’s one thing you can easily notice about big brands and businesses? Or not notice, perhaps? It’s their personality – and that’s because they don’t often have one. They’ll be totally professional and corporate, and that makes them faceless. True, you’ll get consistency, but if that comes at the cost of personality, is it worth it?
If you’re a startup, you’re small enough to play with this idea and make sure you show your personality in all your marketing and interactions with your customers. You can use your voice, humour, stories, honesty, and transparency to make your business the one people remember. Of course, try to be consistent in what you’re doing as well, but if you’re able to actually show the owner of the business. Share some behind the scenes moments (even if they’re a bit messy), and talk like a real person. That’s going to get you a long way.
You Can Use Real World Visibility
Digital marketing is essential in business, no matter what sector you’re working in, but there’s a lot of it. And trying to be noticed enough to make your brand stand out using only digital marketing is usually beyond what most small businesses can manage. So why not think about the box and try physical advertising as well? Out of home (OOH) placements can be surprisingly effective. Mainly because they’ll catch people in the places you wouldn’t otherwise be able to go. Plus it shows you’re a real business that really wants to stick around.
Something like bus advertising, for example, can make your brand feel a lot bigger than it really is. Because most people are going to assume any company they see advertising offline must be well established and have a good budget behind them. And if you can do it alongside good digital marketing, you’ll suddenly be absolutely everywhere. Which will make you more memorable and more trustworthy.
Make Sure Customer Experience Is Positive
As we’ve said, it’s harder for big brands to make the customer experience a personal one. Even though they’ll try to make it seem that way. The difference is that you, as a small business. Can really do it, and that’s going to make the customer experience more positive. And who doesn’t like to be treated well when it comes to working with businesses and buying things? Everyone loves it, and if you can do it, people will keep coming back.
The things you can do to improve the customer experience and make it more positive include quicker replies. Good packaging (bonus points if it’s eco-friendly), a human tone of voice, really attention to customer feedback, and flexibility when you can. The fact is, customers do love to feel as though they matter, and if you can make them feel that way. They’ll be more loyal and spread the world about your business too.
Final Thoughts
Startups can win against the big brands even if it can seem tricky – or even impossible – at first. It’s done through being personal, fast, and flexible. And if you can do all that, you won’t be a small business for long – just remember not to lose the human touch as you grow.
