Small and medium sized enterprises (SMEs) can teach larger companies a thing or two about marketing. How? By channeling personality.
Many of today's successful companies are creating business advantage by creating brands that bond, brands that are personal and form a relationship. Let's pick two classics from the last few years to back this point.
Egg.com
Although backed by a financial giant, Egg.com was one
company that hatched into an attractive brand in its own
right. Customers gained a sense of security from knowing
their money was safe in the hands of the Prudential. But
the Egg brand gave its customers the feeling they were
trying something new, something exciting, and something that
said a little about the type of people they are. The brand
personality rubbed off, for want of a better term. And that
was the attraction.
Amazon.com
Then, how about Amazon? Although a huge global brand nowadays,
Amazon will always be one of the first of the garage internet
start-ups. You can order books, CDs, electronics (and your
breakfast soon, no doubt) from anywhere in the world. But
there's still a comforting feeling that you're dealing with
a company that hasn't got too big for its boots, a company
who'll still listen to you.
Personality is differentiation
So what am I trying to say here? I'm obviously not suggesting
that all SMEs can become an Egg or an Amazon. What I am saying
though is that 'personality goes a long way', if I may quote
Samuel L Jackson from Pulp Fiction.
Companies should be easy to understand, should be approachable, should be focussed on their customers' needs. But SMEs can also afford to differentiate themselves by adding personality to the pot. They can be the corner shop, the butcher, the baker or the cadlestick maker.
At the end of the day, most people would rather do business with a friend than a stranger. And, I'd suggest that SMEs are in prime position to teach the big boys how the game's played.
Chris Kilvington is the owner of UK sales and marketing copywriters, TENFOUR writing (http://www.tenfourwriting.co.uk). The company writes websites, articles, corporate literature, marketing and media materials.