What is the smartest thing a small, boutique brand can do?
28/02/2010

For what it’s worth, I think the answer lies in a company’s ability to become accessible to its local community.

And many small organisations are already doing it.

In my neck of the woods, one of the best is Produced in Kent – an organisation dedicated to celebrating all that the county can offer in terms of high quality fresh produce.

Having become a member of Produced in Kent a while back, I’ve become familiar with their logo, which incorporates the most iconic image of the county - a quintessentially Kentish Oast House. And I find myself looking for it at every opportunity. I’m tickled when I enter a restaurant, farm shop or deli that proudly displays that instantly recognisable image on a sticker in its window or frontage. I love the sense of heritage and pride it evokes. I’m hooked. I’m part of the tribe.

Ok, Produced in Kent tugs on my heart strings. It’s completely in sync with an ethos I value and hold dear. But I truly believe that the majority of small businesses, whether in the B2B market, or selling direct to consumers were started as a result of a passion for something. And passion breeds a following. So no matter whether you are promoting a small brand - be it a niche charity or private enterprise, give your audience a hook. They’ll love you for it, and constantly seek you out.