There may be some truth to the maxim, “The bigger the better,” in the world of marketing. However, not in the conventional sense. In an effort to hold one’s own in the global marketplace, businesses are encouraged to be big—because being big implies success, and success implies growth. Yet being big does not make a company immune to failure. It could even be said that the bigger the company, the bigger the fall. The latter is true because big companies are not always the wisest decision makers and they are not always pioneers in the industry.
Personally, I am of the persuasion that the size of your business should pale in comparison to the size of your brand. The positive repercussions of having a larger than life brand are seemingly endless. Big brands are almost guaranteed to command attention and respect. A small company swimming in a sector dominated by companies that are large and powerful can still reap the benefits of a large brand—and they must to survive. In terms of mass a small fish will not win, that is why the small fish (i.e. small company) must learn to play the game differently. Pushing boundaries, leveraging scheduling apps, Internet marketing along with developing a brand will help to amass presence and garner attachment from consumers that would otherwise have been lost to larger competitors.
There are four methods to increase a company’s size of the market share, without actually increasing in size. All options revolve around the idea of competitive radicalism—a trend that rewards innovative ideas and attitudes regardless of size.
These four methods are:
• Be the monster: a company whose brand demands attention
• Be the upstart: a company whose brand is a hidden pearl
• Be a monstrous upstart: a company whose brand is louder than it looks
• Be an upstart monster: a company whose brand innovates from within
Companies who allow their size, or lack thereof, to hinder development are not taking advantage of the aforementioned methods. Choosing to project a big brand can build a bigger and better future for an otherwise small company.