How to build a brand that fights above its weight.
For many startups and smaller businesses, competing against industry giants can feel overwhelming.
Often, we find that the companies we work with are leaner versions of larger, established players with strong market presence and visibility. But having fewer resources doesn’t mean you can’t stand out. With the right approach, your brand can prove it belongs and often gain the edge in certain areas.
One of the strategies we encourage is embracing the idea of fighting above your weight.
When executed effectively, a smaller brand can punch way above its size and establish itself as a true contender.
Here’s how you can make that happen:
Look the part, with confidence.
Intimidation is a big hurdle for smaller companies. When you’re entering a space filled with larger more established organizations, it’s tempting to downplay what makes your business different, fearing it won’t resonate or that you’ll come off as less experienced. This can lead to a lack of confidence in how your team communicates the brand’s purpose.
To combat this, it’s essential to project confidence and show that your brand has every right to be in the space.
This starts with crafting a polished visual identity, strong messaging, and a unified internal belief in the brand’s value.
It’s similar to how putting on a sharp suit can boost your confidence before an important meeting—it helps you feel prepared and ready to make a strong impression. When your brand looks mature and established, it changes how both your team and the market perceive you, making it easier to compete against bigger players.
This confidence-building approach is a key focus of our work, as it helps brands feel like they belong and can compete effectively, no matter their size.
Rally your team, not just leadership.
When a brand feels like it’s being driven solely by leadership without input from the rest of the team, it can lead to resistance, disengagement, and a lack of genuine representation. This disconnect often prevents employees from feeling connected to the brand, making it difficult to communicate the mission and values effectively to customers.
Instead, build a brand that reflects not just the founder’s vision but the values and identity of the entire team.
Involve everyone in shaping the brand’s story and encourage them to share their expertise and unique perspectives. When team members feel included and see themselves in the brand, they’re more confident representing it and more motivated to contribute to its success.
This approach helps create a brand that’s cohesive, authentic, and able to connect with audiences on a deeper level.
Be who you are. It’s a stronger position.
Many brands try to position themselves as “like” an existing company to make it easier for people to understand what they offer — like saying “we’re the Uber for dog walking.”
While this comparison can help create instant recognition, it often leads to a lack of differentiation and makes your brand blend in and can limit the ways your team thinks about your mission. At the same time, some brands hesitate to show too much authenticity out of fear it could come across as unprofessional or out of place, creating a disconnect with their audience.
Instead, lean into what makes you unique. Focus on your strengths and values to build a brand that stands out and resonates with your audience.
Identify channels where your customers are active but your competitors are less visible, and engage with them to understand what they value most about your brand. Use these insights to refine your positioning and messaging.
When your brand aligns with your identity, your team can represent it confidently and authentically, creating deeper connections with your audience.
Establishing your place in the market means confidently owning who you are as a brand. When your team and audience see your authenticity, your business can thrive no matter its size.
Have you faced these challenges? I would love to hear your perspective on what’s worked for your brand.
