Small Is The New Big

By Peter Cronin | Thursday, February 2, 2017 | No Comments

I like to shop local. I always have. Maybe it’s a generational thing. I’m old enough to remember when the first malls and mega-stores began to dominate the landscape, and I’ve never been completely comfortable with impersonal shopping in cavernous spaces. I’ll take a knowledgeable, community-focused retailer and a real, one-on-one relationship any day.

For companies looking for the right agency to help with their branding, that small-versus-big question should be given careful consideration.

While the larger agencies bring a level of prestige, their size necessitates more of an assembly line approach, with one or more “reps” standing between the client and the creative team, and marketing and creative often working in separate silos. For some companies, there are advantages to this model, but for many of today’s businesses, there’s a better way to brand.

Among the many advantages of working with a smaller creative shop is increased flexibility. Like big cruise ships, larger agencies turn slowly, while boutique shops are more responsive, quicker on their feet, and more easily adaptable to changes and adjustments. Smaller shops are also adept at creative collaboration, able to quickly assemble a trusted team of designers, content creators and market strategists perfectly suited to your particular needs.

Another distinct advantage to the smaller shop is that one-on-one creative relationship, which more often than not results in an end product that hews more closely to the client’s original vision, and resonates with the target audience.

And finally, smaller shops aren’t weighed down by large staffs, processes, and overhead, so those costs don’t get passed along to the client. In the final analysis, it’s important to remember that, when it comes to creating your authentic, sustainable brand, sometimes it pays to think small.

Leave a Reply

Your email address will not be published. Required fields are marked *

Join The Clarity Conversation