How Small Businesses and Craft Brands Succeed
In a world of Walmart, Nike, Folgers, McDonald’s and Coors, how do craft brands and small businesses make it? How is it possible to fight the big brands, and be profitable?
The answer is actually really simple, and you’re probably already doing it.
First, small brands allow for a more personal connection. Brands are a lot like people. In fact, if I asked you to describe a brand as a person, you could probably name qualities that are similar to human ones. Apple could be playful and hip, Microsoft smart and stiff. Every brand has a personality, and so does yours.
The reason people buy a product is that they feel some type of connection to it. It’s much easier to create this connection in a smaller brand. Large brands like Chevrolet don’t exactly ooze personality – despite their best advertising efforts. They do their best to make you feel like you’re rebelling by buying a certain model – even though they plan on selling millions of that model to people who want to be individuals just like you.
With craft brands, it’s like you’re in an exclusive club. Not everyone knows about this roast or brew. Not everyone knows about this cafe or shop. It’s a little exclusive. And it has personality. That’s what allows these businesses to succeed – they create a connection much easier than a large brand.
Tell Your Story
Every small brand or business usually has a built in story. Whether it’s why you created the business, or what your mission is, you don’t have to bow down to shareholders – you can be you. That’s the appealling part to consumers, and it’s why making a connection is so easy.
Beyond the connection, doing business as a small shop or craft brand has never been easier.
The internet has revolutionized how easy it is to get the message out. No longer do you have to buy expensive advertising. Creating content internally has allowed it to go viral and reach a wider audience that you may have with traditional media.
The internet has also allowed you to open your shop or brand to the world. You no longer need to think locally, you can think globally. Whether it’s shipping your coffee roast around the world, or bringing tourists travelling to your town into your shop or cafe, your reach has never been wider.
The gatekeepers – whether that’s media, distributors, or manufacturing – have all been displaced to allow for small producers.
The end result is a small business or craft brand that can succeed in today’s market place.
Be original, be great, and you’ll succeed.