I understand that the writer is referencing an international brand in order to appeal to a wider readership, however I find it almost irrelevant to hear these comparisons – and frankly it frustrates me.
It frustrates me because it sends the message to small business that in order to be a ‘real’ brand, you have to be an international success -> and the implication that you will need a budget to match.
And let’s be honest – it’s not exactly a direct comparison – Nike was an international brand when I was a kid, and I’m no spring chicken. In the 1930’s Coca Cola redefined Santa Claus for the North American market forever (I mean, Santa!), and Mac – well let’s just say they’ve infiltrated a few global generations now. “You own a Mac? Me too!” Solid brand.
Don’t get me wrong, these companies know their target audiences, and have downright mastered the art of emotionally connecting to their markets. And yes, they have a VERY pricey line-up of experts who work exclusively with them to get this job done.
But it’s apples to clementines.
One of the best things about being a small nimble business is we can change the playing field and don’t have to go through a committee to do it.
So let’s change it up, shall we?
I’m a BC based company servicing the BC small business market – and I’m pretty sure if you’re reading this you’re BC based as well, so let’s get local on this topic!
I’d like to point out a few LOCAL superstars that have mastered branding in the 21st century: Kin’s Farm Market, Booster Juice, Spa Utopia (seeing that red envelope makes me sooo happy!) – these are all BIG BRANDS to us, but wouldn’t mean much to anyone who lives in Alberta, or Seattle.
Have you seen any fabulous and local brands lately? Share it here –
I help small and medium sized businesses connect with their audience with strategic, meaningful creative.