Small & Midmarket businesses often look to big brands for inspiration in their marketing strategies. It’s easy to see why—brands like Nike, McDonald’s, and HubSpot have achieved iconic status with simple taglines that are powerfully memorable. But here’s the reality: mimicking the messaging of these big names can be detrimental for small brands.
Big brands have invested heavily in building trust, awareness, and customer loyalty. They’ve earned the freedom to use lofty, even generic, messaging that resonates because of years of audience recognition. Small brands, on the other hand, need a different approach. Here’s why following the big-brand playbook often leads to missed opportunities—and how small businesses can use authentic, customer-centered messaging to make their mark.
Big Brands vs. Small Brands – The Messaging Gap
For big brands, broad messages like “Just Do It” or “Grow Better” resonate because audiences already understand what they represent. Through years of consistent marketing, these companies have embedded their values, purpose, and promises in the minds of their consumers. When people see these simple phrases, they instantly connect them with the brand’s identity and story.
However, small brands don’t have that advantage. They lack the history and depth of recognition, so their messaging must work much harder to establish a connection with new customers. Generic or vague phrases fail to communicate what they’re all about, leaving potential customers with questions instead of answers.
The reality is that a small brand needs to use specific, engaging language that communicates what sets it apart—what it offers, why it’s valuable, and how it solves real customer problems. Without these elements, small brands risk blending in with the competition, failing to create an identity of their own.
The Risks of Emulating Big-Brand Messaging
While adopting the simple, broad messaging of big brands is tempting, it can hurt growth for small businesses. Here’s why:
- Loss of Differentiation: In a crowded marketplace, phrases like “easy to use” or “grow your business” don’t stand out. When every brand in an industry uses similar language, it becomes challenging for consumers to distinguish one from the other. Small brands need messaging that highlights what makes them unique and why they’re the better choice over competitors.
- Missed Opportunity for Customer Education: Big brands don’t need to educate their audience on what they offer because people already know. However, for smaller companies, messaging must go further—it needs to communicate the product’s value and purpose. Suppose small brands use vague or overly general language. In that case, they lose the chance to inform potential customers about why they should care about their product or service.
- Diluted Brand Identity: Big brands have spent years defining and reinforcing their brand identity. For example, when you see a McDonald’s ad, they’re not explaining their menu but reminding you of their presence. Small businesses, however, need to use messaging that builds a brand identity from scratch. Small brands risk blending into the background without this clarity, making it harder for customers to remember or recognize them.
How Small Brands Can Succeed with Clear, Impactful Messaging
So what’s the solution? For small brands, the key is to be specific, authentic, and customer-focused. Here are some ways to make your messaging effective:
- Be Specific and Bold:
- Small brands need to be precise about what they offer. Rather than saying, “Streamline Your Workflow,” a small SaaS brand might say, “Reduce Project Time by 40% with Simple, Automated Tools.” Specific claims that showcase value make a far more substantial impact, giving potential customers a reason to take notice.
- Customer-Centric Language:
- Take a look at companies like Marketo. Rather than relying on broad phrases, Marketo uses clear messaging like, “Powerful Marketing Automation.” This speaks directly to their audience’s pain points and desires, helping them feel understood and valued. When small brands focus on the customer’s needs, they build trust and increase engagement.
- Emphasize Emotional Connection:
- Small brands have a unique advantage—they can connect with customers personally and authentically. By telling stories, sharing user experiences, and using language that reflects empathy and understanding, small brands can build a genuine bond that big brands often struggle to achieve. Customers want to feel connected to brands that understand them, and this is where small brands can shine.
Building Trust Through Authentic Messaging
Consumers today should be more open to overly polished or generic messaging. They’re looking for brands that feel genuine and relatable. A recent survey found that 71% of consumers expect personalized experiences, meaning authenticity is no longer optional—it’s essential.
Small brands have a unique opportunity here. Unlike large corporations, they’re often closer to their customers, with direct feedback lines and more personalized interactions. This proximity lets them gather valuable insights to shape authentic, customer-centered messaging.
Leveraging Customer Insights for Better Messaging
Small brands can refine their messaging by actively engaging with their customers for feedback. Small brands can create messaging that resonates deeply by understanding customer needs, concerns, and aspirations. For instance, a company might hold quarterly feedback sessions with customers to learn how they use the product and gather testimonials that reflect real-life benefits.
This approach allows small brands to position themselves as solution-oriented and responsive, helping potential customers see the brand as credible and approachable.
Creating a Community Around Your Brand
Another way small brands can amplify their messaging is by creating a community. Small businesses can deepen customer loyalty and broaden their reach by fostering engagement and encouraging customer stories.
Brands that actively build a community are likelier to see customer advocates emerge, leading to organic growth and positive word-of-mouth. When a brand feels like a community, customers are likelier to stick around, contribute, and even promote the brand to others.
Wrapping up
In a world dominated by big brands, small businesses have an incredible advantage: the ability to create unique, authentic, and personal connections with their customers. When small brands focus on specific, customer-centered messaging, they can build a powerful brand identity that resonates profoundly and stands out in the market.
So, if you’re a small brand looking to make your mark, remember: You don’t need to copy the big players. Embrace what makes your brand unique, use clear and impactful language, and build genuine connections with your audience. Be specific. Be bold. Be different. Because in the world of small business, authenticity is everything.
