Is big always beautiful? There is a tendency to lean towards big brands when making business purchasing decisions, a throwback to the now outdated adage of “nobody ever got sacked for buying IBM!” But it is not always in a business’ best interest, in fact in can even become a direct conflict.
Big brands tend to mean a smoothly oiled machine, automated processes that run without too much hands-on interference, a known and measurable result every time. Sounds good huh? Of course, this also describes Fast Food. You can go into any High Street outlet of a big brand fast food company and you know that you will be served, quickly with a product that is consistent every day.
Of course quickly doesn’t necessarily mean efficiently and it certainly doesn’t mean that anybody has had time to understand what you really need. And a consistently edible product is not the same as one that is wholesome, tasty and fulfilling.
So it goes in business. Big brands are often chosen by other big brands because their models align. Speed and homogeny are the watchwords.
How does that make you feel as an SME looking for a high quality, personalised service that really gets to the bottom of what your company needs, right now in your market?
What you need is a fellow SME with a trusted brand (well reviewed and with excellent blue chip references), who adhere to strict ISO procedures but who are nimble and responsive enough to provide a nuanced solution to your needs. A provider for whom quality is the watchword, not homogeny.