Why Small Brands Can Make It Big

Although it may seem that the large corporations and big brand names are the titans of the industry, small brands can often establish a prominent presence with a loyal and even comparable audience. Many industry professionals have opted out of their positions at high profile companies, such as, Nike or Victoria’s Secret in order to pursue similar positions at smaller companies with a very different approach to branding. There are a few ways that these supposed small brands can have a big impact on their chosen industry.

1. The Niche Market : A smaller company has a major advantage in that it can create a much more intimate and personal relationship with its customer base. This ability can also allow the company to customize the brand to the needs and qualities of its customer base. Finally, since the brand is able to achieve these unique qualities, it can find its niche market in order to differentiate itself from its corporate competitors.
2. Potential Growth Opportunities: A smaller company can present an attractive opportunity to investors and employees because of its potential for substantial growth and development in the market. Additionally, many top tier employees are highly incentivised by equity in fast growing companies and desire a job that challenges them and allows them to participate in a new, entrepreneurial project.
3. Brand Flexibility: Large corporations that have strongly established a specific brand image often lack the flexibility to change that image to match new trends or target a different demographic. On the other hand, smaller companies have much more flexibility with their image and marketing strategy, so they are able to fluidly adjust their branding to fit the target market they choose to pursue.

Despite the allure of large corporations, smaller companies and brands are still thriving in today’s economy. They have at their disposal various opportunities to take advantage of within their industry. Furthermore, their unique and focused approaches to differentiating their brand and customer relations can offer important insights for any businessperson.

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