Drama #3: Too Small for That
Facing arguments from clients or even your boss where they're scared to take risks or put in extra effort to grow a brand is pretty common, especially with entrepreneurs.
Probably, it's out of fear of risking a specific budget or the human effort that would entail. In today's drama, let's chat about "Too Small for That." Dealing with "we're too small of a business to..." is a limiting belief. Though I don't want to get all mystical here, carrying a brand with this mindset will likely hold you back from trying new things. Yeah, it's common to think that we can't do what big brands do just because we lack resources or the business is small. However, we totally can; it's just a matter of willingness. Even though we might bump into the narrative of "too small for that," which could sabotage our strategies, here are some ideas to avoid falling into that drama.
In this case, I want to tell you about a client who, on the contrary, never shied away from what it took to kickstart a brand with force. Instead, he clung to his vision of growth, and from my point of view, he's done pretty darn well. Perhaps the moment where the "Too Small for That" vibe was felt was when he approached us and mentioned he couldn't afford a community manager because his startup was just getting off the ground. But that's when a solution emerged, showing us how he's the epitome of a great client. This client is Hugo Lozano and his natural cosmetics business is called Artessana. We were able to support him not only in developing his brand but also in its implementation. This case is intriguing because, seeing that an ongoing community management contract was nearly impossible, my team and I proposed a Digital Strategy Manual, complete with brand usage rules, content pillars, platform look and feel, and publication recommendations. Although many times, things like these end up as a Google Slides presentation (another drama we'll talk about another time), Hugo took it all to heart and then some. He's been growing his brand through a solid content creation strategy on social media, always respecting his brand guidelines and purpose. By keeping his brand consistently active and delivering relevant content, he's boosted sales.
If you want to avoid facing justifications for not executing strategies because of the size or stage of the business, whether it's yours or one of your clients', here are some tips on how to give it a good push.
DIY
Developing marketing strategies based on the company's capabilities and resources is ideal, but try to find solutions, especially in digital, that can work to boost the brand. They might be challenging, like creating in-house content or taking on the challenge of creating buzz around your brand to get users to generate content for you. Just dig deeper, and something good will come out of it.
Brand Experience
If you already have a brand and a structure to kick off, stick to it and be consistent in every effort you make for your brand, no matter how small. From the customer experience to the final delivery or even making an extra effort to provide better service to your prospects or clients. A good user experience based on a solid brand inspires confidence and generates word of mouth.
Relevance
No business is too small to overlook the details at every touchpoint with a potential client. Always ensure you have up-to-date information, sales presentations, and trained salespeople to avoid giving off a bad impression.
Maybe these points will help you reflect on how prepared you are to boost your brand, but I invite you not to limit yourself by this type of drama or worry about your company's capacity. There are always ways to grow your business with alternative marketing strategies.
Thanks for reading, and I hope today's story proves useful to you. Cheers!
