Advantages of being an underdog brand

Luke Meredith

Standing out in any industry is never a simple task. However, it’s even harder when there are huge, world-renowned brands offering similar services to you.

However, at the same time, being a so-called ‘underdog’ brand can afford a range of unique advantages and opportunities for a business. In this blog, we’re taking a look at a few of these potential benefits, and what they offer to smaller brands that large organisations don’t get to enjoy as much.

Freedom to be different

As an underdog brand, it wouldn’t be the best business strategy to simply follow exactly what the more successful brands are doing and expecting better or similar results. They have more reach, more resources and more chance of reaching new customers.

What you can do instead is learn from what the bigger brands are doing in order to be more innovative in the market. You’re far more likely to stand out by being as different as possible to bigger companies, even if your service isn’t too dissimilar to theirs.

Relatability

In the majority of cases, the average consumer will have much more in common with a smaller underdog brand than the large business dominating the market. A marketing strategy that emphasises relatability will carry more weight coming from a smaller brand than from one of the heavy hitters. Consumers typically love it when businesses have as much authenticity as possible.

Better customer experience

Similarly, a great way for your business to get the upper hand on a bigger brand is by excelling in areas that may be more difficult for them, such as customer service.

By providing a more personal, involved and hands-on experience for clients and customers, your brand can gain a level of trust and loyalty from a consumer that is scarcely possible for the biggest businesses. In turn, this will likely lead to repeat business and positive reviews.

At Engage Web, helping small businesses grow, scale and reach their desired goals is our number one priority. If you want to take your business to the next level, get in touch with our experts today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

Advantages of being an underdog brand