Copying someone else is not a marketing strategy

Doing this could be disastrous!
Let’s be honest, we’ve all looked at those slick big brand campaigns and thought, “If I just did something like that, maybe I’d blow up too.” I get it, it’s tempting. The polished visuals, catchy taglines, the viral posts... It all looks so effortless.

But here’s the reality: copying can hurt your small business. Trying to mimic big brands as a small business usually ends in frustration, wasted money, and watered-down results. Because those strategies were never made for your brand specifically.

Different playing fields, different rules

Your favourite gurus and big brands like Nike or Apple have marketing budgets that most of us won’t touch in a lifetime. They’ve got whole teams for strategy, content, PR, ads, social… the list goes on. They can afford to “build awareness” slowly over months, even years.

And your reality? You probably need to see some return on investment next week, not next quarter.

Most small business owners I work with are juggling the operational side of things, as well as social media, sales, email marketing and customer service on their own or with a very small team. Every pound spent has counts, and so I understand why some of you are reluctant to spend. What I know for sure is that, when you try to copy big brand tactics, you’re often stretching your limited time, energy, and budget too thin and it doesn't always result in REAL results!

Connection beats perfection

Here’s your edge: small businesses can build real, personal relationships in a way that big brands can only wish for. You know your customers. You probably chat to them in the DMs or see them in the community. That personal connection is your marketing gold.

Big brands have to speak broadly to the masses. Their campaigns are designed to resonate with millions. Yours only need to resonate deeply with your audience and these are the people already rooting for you.

When small businesses ditch that personal voice and instead try to sound like a corporate machine, you lose the magic. It’s like a local café trying to outdo Starbucks. Why would your customers choose your small biz if it starts acting like a chain?

You’re not for everybody and that's okay!

Keep it authentic as this is your advantage. You're unique. Bigger brands typically spend millions trying to look “authentic.” But YOU already are.

Your story, your energy, your values, they’re real. You don’t need to hire an agency to create a “relatable brand voice.” You just need to show up and speak like you. When small businesses hide behind formal branding and slick jargon, they’re actually silencing the one thing that makes them special.

Your authenticity isn’t something you manufacture, it’s something you lean into. So be proud of your quirks, show your face, tell your story. Let people connect with the real you.

Not everything scales down

Some big-brand marketing tactics literally don’t work when scaled down. Let me give you a few examples:

• Corporate brands can afford broad, awareness-led campaigns, because even a 0.1% bump in traffic means millions in sales. You need something more immediate and likely for a bigger % too.
• They’ve got dedicated teams for every platform. Most small businesses trying to be “omnichannel” end up overwhelmed and inconsistent. I see this a lot. It is tempting but please avoid this if you can.
• Big brands use complex tech and AI systems to personalise the customer journey. Many small businesses waste money trying to replicate this and without the know how or time to learn, there may be zero impact.

So instead of stretching yourself too thin, focus on what actually works for your size and stage of business. Where are you at right now?

Do you need help to review what you're doing and create a marketing plan that leans into slicker processes and systems that will transform your business? Get help today. If you would like to work with me for 44 days get in touch or use the website chat and we will share more details with you on how I can help.

Use your local advantage

You’re not just a brand, you’re part of a community. That’s a huge win. You can reference local events, shout out local people, partner with nearby businesses, or support causes that matter where you live. This is an advantage. Have you explored how to do this with your marketing?

That’s something big national brands can’t do authentically, but you can, naturally. When you tap into your local presence, you create trust, visibility, and loyalty.

Speed is your secret weapon

Big companies move slowly. Approval processes, red tape, campaign cycles... It takes ages. But you? You can pivot on the spot. You can respond to trends, test offers, or switch up your messaging within 24 hours if you need to. So, when was the last time you have rustled up a campaign idea?

My current cohort of clients have achieved extra sales, leads and improved engagement and increased followers and subscribers, in line with their personal marketing goals in less than a month. This has been achieved because they have worked with me to review what they are doing and focus on a campaign plan. Some of those plans have been delivered in under 48 hours and yielded great results.

You can do it too!

You can improve your marketing, even without a huge team and a big budget. Work with me! Together, we can make your marketing more agile, more responsive, and way more you.

If you'd like to work with a Coach that means business and has over 28 years of hands-on experience, get in touch today. There'll be some tips over this week too. I am currently preparing for a big talk coming up so in between coaching and working 121 with clients I will make sure I send these emails out!

Get in touch if you know you need the help, it's June next month!

Vee

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