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Do you remember the biblical story of the small and frail David, who faced off against and defeated the mighty and powerful Goliath? We often use the David vs. Goliath analogy to describe an underdog triumphing over a dominant force. But when it comes to branding, the story unfolds a bit differently.
In the marketplace arena, everyone dreams of being big—backed by a powerful company, with large teams, bigger budgets, and better promotion resources.
Yet, small brands hold many advantages that allow them to create meaningful environments where audiences recognize them and help them grow.
Let’s break it down...
1. AGILITY
Size comes with a certain degree of clumsiness. In business terms, that means a complex structure and slower decision-making. In small brands, fewer people are involved in decision-making, which shortens the path from idea to execution.
Take the owner of a craft brewery: he’s always experimenting with new flavors. Whatever he dreams up, he brews and serves in his taproom. If beer lovers like it—it becomes a regular item. In a large company, this process could take months or even years. Small brands are quicker to respond to trends or current events, which often makes them feel more present and in touch with reality.
2. ESSENCE
Who understands the brand better than those who created it? Founders know their brand inside and out. They intuitively sense where the branding should go. That doesn’t mean they should design the logo or write the tagline themselves, but they can give the clearest direction to those shaping their vision. Imagine getting a creative brief from someone who knows and deeply cares about the brand. In large corporations, such brand managers are rare.
3. EQUALITY
While TV is still influential in Serbia, advertising budgets are increasingly shifting toward digital channels. This works in favor of small brands because social media levels the playing field. Expensive TV spots or billboard locations are for the big players, but Instagram Stories look the same whether it’s Zara or an indie fashion designer from Belgrade. A 15-second TikTok video is equally available to both a national biscuit brand and a small bakery from Loznica. The same goes for Facebook, YouTube, or X (formerly Twitter). The platform is the same for everyone—it’s your creativity that makes the difference. If you have a compelling brand story, your audience is already waiting.
4. CONSISTENCY
In global corporations, those who develop the product, those who shape the strategy, and those who manage communication often don’t even know each other—and may live on different continents. The same happens locally, with large brands fragmented across multiple teams. Without a strong leader, the brand’s public image can feel disjointed. In contrast, small brands are often run by compact teams, so the brand feels more like a cohesive personality—thinking, speaking, and looking the same across all channels.
5. AUTHENTICITY
A small brand is often someone’s personal story, full of genuine enthusiasm, charming coincidences, and real-life moments. There might be a rich family history behind the brand—how it all started and who sparked the idea. Of course, every large brand once started small, but as they grew, they often lost that sense of authenticity, becoming more formal and corporate. Small brands come across as more believable when they speak candidly, joke, or share thoughts out loud. When a large brand tries to do the same, it often feels forced and inauthentic.
6. CONVERSATION
Consumers want to connect with brands the way they connect with friends. Social media democratization has empowered people to influence brand trajectories. That’s why it’s important not just to listen—but to engage.
Small brands have an edge here. It’s easier for them to chat, express opinions, call customers by name, and even involve them in the creative process. Audiences value that kind of attention. And it starts with something as simple as a like.
7. FREEDOM
Every new brand starts with a blank canvas. That can seem intimidating, but it’s actually a huge opportunity—to create a fresh new world from scratch. When you're just starting, there are no rules you must follow. Older brands carry the weight of tradition—admirable, but often a barrier to innovation and appealing to younger generations who have no nostalgia for the past.
8. THE CHALLENGER
Unless you're creating an entirely new product category, the market already has a leader, lots of imitators—and one challenger. Aim to be that challenger. Let’s revisit the legend: David was a boy with no experience in traditional combat. But he never intended to fight Goliath head-on. Instead, he hit him from a distance—with a slingshot. In short—he didn’t follow the rules of engagement.
Small brands can think the same way. As challengers, they can rewrite the rules, be bold, cheeky, clever, and break the mold—doing things big players can only dream of.
9. KNOWLEDGE
David was good with a slingshot because he was a shepherd. What was once a simple tool to chase off predators turned out to be the key to one of the most famous victories of all time.
Like David, you never know how your knowledge might come in handy. So keep learning—about everything. Stay endlessly curious.
Big players have power, but they’re often slow, stubborn, and asleep at the top, forgetting that a single well-aimed stone can still reach them. To paraphrase a colleague: never race for profit, race for knowledge. When you apply that knowledge to your brand, profit will follow. Invest in your brand by investing in your own knowledge—and your team’s.
10. THINK BIG
It’s not about whether you’re big or small—it’s about what you do. Small brands can think big—act responsibly, launch humanitarian initiatives, and even change the world.
That’s what truly makes them great.