This week's topic we are talking about something especially near and dear to my heart, which is how small companies can build strong, amazing brands, just like the big guys while remembering that small can be a superpower. We are specifically focused on how small businesses can gain access to opportunities, tools, skills, and strategies that they may not otherwise be privy to or think of.
I am talking to Erik Huberman CEO of Hawke Media, an agency that brings Fortune 500 company-style branding to companies of all shapes and sizes.
Listen in to learn:
[2:13] What does Erik do to help companies with their marketing and branding?
[4:56] What is the relationship between company size and market trust? Is being small a superpower or a disadvantage?
[6:59] How can smaller brands gain trust if they don’t have a large budget?
[8:41] What are some ways that smaller businesses can get press opportunities?
[11:01] If getting press opportunities means that you need to stand out, how do brands figure out how they do that?
[12:09] What factors make a brand fun to work with at Hawke Media?
[13:47] What are some common factors that indicate that a company is primed for growth?
[15:47] When is the right time for a brand to outsource their marketing to an agency?
[17:16] Why is it better to hire an agency than to build an in-house marketing team?
[18:58] What other opportunities do big companies have access to that smaller companies might not have?
[21:58]What are some of the best ways that a brand can get ROI from social media?
[23:58] What can big brands and smaller brands learn from each other?
[25:41] What three things are most important when building a brand?
Find Erik here:
Twitter
Instagram
LinkedIn
Hawke Media
Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Big Branding for Small Business as well!
I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):
Q1. What is the relationship between company size and market trust? Is being small a superpower or a disadvantage?
My initial thought is 'size doesn't matter'. (God, it's hard to avoid all the jokes/innuendos.) You're putting out a quality product/service and always doing right by your customers, whether it's a local, niche market or a global market, trust will develop. - Dave Bednar
It's not either. I think larger companies may be held to higher standards, but they also have a bigger mktg budget and broader customer base. Smaller brands tend to be more scrappy but have stronger relationships with their ICA. It's a trade-off. - Kathryn McClatchy
I believe being small is a superpower! You build a community that supports your business and it supports you whenever you need it! This is why I do copywriting for small businesses. I can't even begin to describe how much I value them! - Claire Lawry
Q2. What opportunities do big companies have access to that smaller companies might not have?
Big companies prioritize mktg and see the value of building a consistent and aligned brand, and often have the budget to bring that in-house. That's an opportunity too many small companies don't yet see the need for, or think they can DIY it. - Kathryn McClatchy
They can pump in colossal amounts of money into R & D to be ahead of the curve. Likewise, they can afford to burn their money into Marketing. - Vignesh Venkatasubramanian
A plethora of consumer-generated content. - Joshua Grotheer
Q3. How can smaller brands gain trust if they don’t have a large budget?
My favorite word, authenticity. That and show your passion for the niche and the industry. - Bonnie Wilson
Small brands must focus on building relationships, providing stellar products/services & and customer service, and prioritizing building awareness and community. If they focus on community, the community will help spread awareness and trust. - Kathryn McClatchy
Make the most of what you got...YOU! Your passion, expertise and enthusiasm are invaluable. Engage with clients. Always follow up. Tout your successes. Share your knowledge. - Dave Bednar
Q4. What are some ways that smaller businesses can get press opportunities?
Press opportunities start local and small. Get involved with issues, projects, advocacy that are on-brand for your biz. As you build a local and TRUSTWORTHY rep, more opportunities for press in larger markets will open up. - Kathryn McClatchy
Back to relationships for this one! Networking and building meaningful connections, engaging in conversations in-person and online, sharing knowledge, and showing up as their most authentic selves are ways that smaller brands can get press opportunities. - Desiree' Slaughter
Engage and build networks. And always be on the lookout for those opportunities, so you can capitalize whenever you can! - Dave Bednar
Q5. What can big brands and smaller brands learn from each other?
The little brands can learn from the big brands successes and failures, as they level up. The big brands can look to the little guy to remember the basics and maybe what they forgot as they got big, and how to get the most out of what they do. - Dave Bednar
Big brands can learn to be more authentic and connect with people in genuine ways. Also, they can learn how to treat employees well. Small brands can learn brilliant marketing strategies. - Claire Lawry
Always remember there is something to learn from others! Learn - and then make it your own. - Kathryn Lang
Q6. What three things are most important when building a brand, regardless of size?
Be true to your values. If your brand and your values don’t align you will not be successful. - Ann Brennan
Brand building must have: Authentic vision; Authentic voice; Intentional action plan - Kathryn Lang
1. Knowing your purpose and audience; 2. Consistent and aligned branding; 3. Building awareness and community. - Kathryn McClatchy
Be clear and consistent about who you are, what you're offering, and why someone should come to you over someone else. - Dave Bednar
Q7. What are some big brands that are marketing like smaller brands? What factors create that impression?
Keep up on the latest branding conversations with my weekly email and be sure to subscribe to "Let’s Talk About Brand" on your podcast player of choice: