Big Brand Energy
You don’t have to have million-dollar budgets to look and feel like a big brand. But you do need a vision and willingness to put in some effort. (Some chicken nuggets might help, too).
What the heck is it?
You know that PSSST-CHHHH-CRACK of opening a can of Coke? That slow lift of the perfectly fitted Apple box lid? Or the aroma of a fresh Starbucks coffee and the smooth texture of that perfectly rigid cardboard cup? These aren’t just products—they’re feelings, associations, and experiences, and big brands know how to absolutely crush it.
Simply put, Big Brand Energy is when a brand feels buttoned up and everything just clicks. It’s when every touchpoint feels like it’s part of the same story. It’s when a brand really knows who they are, and their confidence radiates. (Like your friend who can wear that ridiculous hat but still make it work).
The reason this matters for a smaller brand is because when you have that Big Brand Energy, it tells your audience you’re a successful, well-oiled machine they can trust.
How can you get it?
Believe it or not, you don’t need million-dollar budgets to achieve “Big Brand Energy.” You just have to know how to do it.
#1 Set Yourself Apart
Big brands are not afraid to stand out. One great example we like to reference is Chobani. Yep, yogurt. Anyway, a few years back, amid industry trends of brands dramatically simplifying their packaging into ultra-minimalist styles, Chobani went the other way, unveiling a new brand that leaned into darker, earthier tones. In a sea of sad, clinically plain packaging, Chobani stood out with a richer, more authentic look that made the rest of the yogurt aisle seem lifeless.
So don’t be afraid to pivot and make yourself stand out, because while making big changes can be scary, blending in and becoming irrelevant should be even scarier. (Remember, being a fly on the wall is good for flies, not brands).
Chobani Yogurt tossed the bland, clinical feel of their competitors in favor of a rich, earthy rebrand, making them stand out on the aisles.
#2 Use Experts
Another thing big brands are doing—they use creative professionals. They’re using an agency or team of freelancers. What they’re not doing is hiring one person to do branding, and marketing, and strategy, and graphic design, and social media, and video editing, and… you get the picture. All too often, we see small brands think they can hire one unicorn that can do it all. Spoiler: it’s not possible.
We know what you’re thinking: this creative agency is telling us we have to collaborate with a creative agency. (Yes, we are.) But what we’re really saying is: agencies aren’t out of reach. Consider what salary you’d pay this supposed unicorn of a person. That same budget could likely get you an entire team of professionals with an agency collaboration. And not only will they do the brand strategy, design, copywriting, etc., better than that mythical unicorn, they’ll also be better at pushing you outside your comfort zone to really help you think about your business the way your customers do.
#3 Embrace Great Design
You can’t have Big Brand Energy without great design. Here’s a hard truth: just because someone is a designer, doesn't mean they’re a good designer. So how can you tell?
There are a few dead giveaways of what we would consider ‘low-end design’, but none is more obvious than a lack of content hierarchy. A great designer is going to provide you with a design strategy—a plan that’s well thought out and embodies your brand’s attributes. They’ll also know to use white space and content hierarchy to make sure your message isn’t just seen, but truly understood. (Unlike calculus…)
Low-End Design
Low-end design is often cluttered, obfuscating your message.
Quality Design
Quality design uses hierarchy and white space to make sure your message is clear and layouts are eye catching.
#4 Put Strategy Behind Your Messaging
The visual part of branding can only go so far without supporting messaging and storytelling. Big Brands usually nail their messaging because they don’t just start throwing stuff out there. They take the time to develop a meaningful mission, vision, and system of values, which leads to a solid messaging strategy. And a good messaging strategy will help you tap into your audience’s true wants and desires, positioning you as the solution.
A great example of this is Nike. Their story is “if you have a body, you are an athlete.” This underlying strategy flipped the idea of being an ‘athlete’ from something exclusive and unobtainable into something universally inclusive. It makes Nike’s products relevant to everyone while simultaneously making you feel like you have potential you didn’t even know you had.
Nike’s messaging strategy:
Everyone is an athlete.
#5 Make It an Experience
Big Brands make interacting with their brand an experience. Nobody does this better than Apple when it comes to consumer products. If you’ve ever been to an Apple store or purchased, unboxed, and used an Apple device, you know it’s an experience that is uniquely Apple. They have turned their brand from product interaction to a ritual.
For smaller brands, that means thinking beyond the logo on a shirt or hat. It means thinking about all the ways your audience can and will interact with your brand and adding some intention to it. It’s the materials in your product packaging. It’s the onboarding process for your professional service. It’s your email signature and the way you answer your phone. It’s the refreshments you serve in a client meeting. All of this creates an experience around your brand in the same way big brands do it.
Just Do It – Nike (but also SLANT)
At the end of the day, Big Brand Energy is about intention. It’s about not settling for mediocrity just because you’re small. Take the time to craft a story, create an experience, and pull in the right expertise. Remember, you don’t need a million-dollar budget—just a solid vision, a willingness to stand out, and the drive to make your brand something people want to be part of. Because when you show up with Big Brand Energy, people will notice. Now that’s big.
