"With my mind on my money and my money on my mind." - Snoop Dogg

News Flash! Cash flow is a major concern for small businesses. More than 20% of small business owners in Canada list it as a worry. Combine that with the fact that management issues contribute to 70% of small business failures, and you get a clearer picture of how many small business owners operate: full of passion, but lacking in planning. Over the years, we've all encountered owners of businesses that didn’t survive or struggled to stay afloat. It’s not that they weren’t good at what they do; in fact, the opposite is true. Many are so passionate about sharing their product or service that they neglect to create a solid plan, particularly when it comes to marketing. And once rent is due, reserve funds (if any) are running low, or leads dry up, the remaining money gets thrown into a rushed, poorly thought-out ad campaign that delivers little return on investment.

We argue that not enough small businesses focus on their brand.

The businesses that thrive are those that know how to make their customers feel valued. They avoid advertising with generic slogans like “Buy this, we have what you need!” and instead focus on creating experiences. They understand that pretty images aren't enough and that sales come second to fostering a genuine connection. To illustrate how this mindset can benefit a business, here are five examples of successful small business marketing. A few may raise an eyebrow, but remember — they were all small businesses at one point!

KENCO

Kenco, a coffee brand, started as a single shop in London. When they expanded into instant coffee, hoping to compete with giants like Nescafé, they did so with a clear message of ethical sustainability. From the way they sourced their beans to their eco-refill packaging and partnership with the Rainforest Alliance, their brand communicated: “This is who we are — and we sell coffee.” The result? 1.2 million new customers. They later doubled down on their commitment with the "Coffee vs. Gangs" initiative, providing jobs to young men in Honduras — where their beans are sourced — to keep them from falling into gang life. This initiative boosted Kenco’s brand recognition and sales even further.

NOOMA

NOOMA (No More Artificials) helps people live healthier lives with its popular plant-based athletic drink. A key part of their success is their blog, which covers topics like “Electrolytes Explained,” “Support Your Local Running Shop,” and “Why Making My Bed Is So Important.” Their product is a constant presence on social media, accompanied by workout tips, healthy recipes, and partner highlights. By creating a health-focused community, NOOMA has seen impressive growth, with estimated annual revenue of $2.4 million.

DOLLAR SHAVE CLUB

Dollar Shave Club famously produced a marketing video on a budget of just $4,500. Instead of hiring a traditional marketing firm, founder Michael Dubin, a former improv actor, collaborated with a director friend to create a quirky, entertaining ad. The result was 90 seconds of clever absurdity that both showcased the benefits of the product and entertained viewers in a way that felt fresh and fun. The video went viral, garnering over 28 million views, and helped the company grow rapidly, eventually leading to its acquisition by Unilever in a billion-dollar deal.

GYMSHARK

British athletic apparel brand Gymshark built its reputation using a mix of social media, influencer marketing, and a commitment to its customers. To promote a healthy lifestyle, Gymshark partnered with fitness influencers like Whitney Simmons, who has over 1 million followers, to wear and promote their gear. For small businesses with tighter budgets, micro-influencers — those with between 10,000 and 100,000 followers — offer an affordable alternative. Platforms like Hype Auditor can help businesses discover the right micro-influencers for their brand.

AIRBNB

Yes, at one time, Airbnb was a small business. The founders started by renting out air mattresses in their San Francisco apartment during a conference. From there, they grew the company using social media, influencer partnerships, and a clear brand vision: an authentic travel experience. Their “Live Like a Local” campaign highlighted this approach, appealing to travellers who wanted to immerse themselves in local communities rather than stay in expensive hotels. Within a year, Airbnb had listings in nearly 100 countries, and we all know how the story unfolded.

Before asking yourself, "What should my marketing consist of?" ask instead, "What am I doing for people? How do I want them to feel?" This is where your marketing begins and is crucial to building your brand.

Follow us on social media for more small business marketing tips! And if you're struggling, we offer affordable marketing services for businesses in the Halton Region and Hamilton.

Sources

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