Gone are the days when shoppers just looked for random products. These days customers are looking for something more meaningful, something with a deeper purpose, aligned to their values and viewpoints. As a small independent brand you are well positioned to fill this need. Unlike the “big boys”, you can leverage being small, build a loyal customer base and thrive.
But sometimes self-doubt and lack of confidence can slow you down. In these moments, you might think that your size is a disadvantage in comparison to your competitors.
Here are some reminders and tips on why you should embrace being a small independent brand:
BETTER PERSONAL CUSTOMER SERVICE
Building your customer base personally, face to face, over the phone, Zoom or email can help you create long-term brand trust and loyalty. Instead of just being a number on a spreadsheet, customers appreciate when founders engage with them directly, providing a personalised service. Which leads us nicely to the next point.
OFFER SOMETHING SPECIAL
Unlike bigger brands, if you’re a small independent brand you can pamper each customer by paying attention to details. Think about unique packaging ideas, give them something extra. For example, can you perhaps pack your product in a small bag, which can be used in everyday life? Or, can you partner with a chocolate brand and provide small chocolate samples with each order? Or how about a lavender pouch? Think about your customer and wow them with something unexpected and useful.
TEST AND ADJUST FASTER
Being a small independent brand gives you the opportunity to make mistakes, learn from them and adjust accordingly. Always thinking about how you can improve and stand out in the market, ask your customers for feedback; good and bad. Not many people will want to give a negative feedback, so you need to ask the right questions to get it. Don’t dwell on your mistakes and move on fast.
TAKE INSPIRATION FROM OTHERS BUT DO YOUR OWN THING
As a small independent brand, it is always good to see how others do things differently, especially when they do it right. Study businesses in and outside of your market and industry – big and small. Take inspiration from them but then create your own version. There is no one way of doing things. Find what suits your small independent brand best and “do your own thing”. Don’t be afraid to do things which are not “prescribed” by your industry. Be the disrupter, the forward-thinker, go against the norm if necessary. After all, you want to get noticed, right?
The don’ts:
Don’t feel like you need to invest in everything brand new. If you haven’t got the budget, don’t feel the pressure that you NEED to get this or that. Think creatively rather than waste money. From unnecessary materials, tools and services to stock that you don’t know will sell. Always evaluate and prioritise your costs and investments.
Don’t assume that when you launch a new product or collection it is going to be an instant hit. That’s a (big) business mentality, which can work (well) once you get established in the market.
Don’t listen to bad advice. These days there is so much advice out there. Take only what you feel it’s valuable and discard everything else. What works for them might not work for you. Listen to your gut and act accordingly, which sometimes means going against the advice.
Don’t go into collaborations or partnerships with self-interest. I see this around me surprisingly and shockingly quite often. Everybody says they are up for collaborations but not many walk the walk. Have a clear plan of action and decide on how everyone within the collaboration will promote it, support it and benefit from it.
Don’t be afraid to fail in your projects. Fail and learn fast. Remember, speed is your advantage. The quicker you find out that something doesn’t work, the quicker you discover what does work. There might be many products you develop or projects you add to your portfolio before you hit the jackpot.
To conclude, even though being a small independent brand might sometimes feel as your disadvantage, remember that your small scale is not a constraint or a limitation, but a hugely powerful asset.
Lean into your best qualities you have – the agility, the unique creativity, the innovative thinking and the way you are able to connect with customers on personal levels. Because being small and customer-centric is what drives progress and our economy forward.
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