Small Brands Cut-Through with Sledge Hammer Subtlety

Small Brands, Big Personality.
We regularly bang-on about the advantage that small brands have over big brands when it comes to personality. Small businesses often come with a natural sense of personality driven by the founder and their personal style. As businesses get larger and layers of management and staff are required, often brand personality is the first casualty. The problem is that for many brands, personality is what makes them so attractive to customers, it provides an immediate emotional connection, which can be enough to over-ride event the strongest of functional messages. Recently I came across this solid-gold example of a small business leveraging it’s authentic personality to stand-out from the pack.

http://www.youtube.com/watch?v=q-RLqLx1iYI

Cullman Liquidation is a small business that buys, sells and moves mobile homes in Cullman, Alabama, US of A. In their market, for their product, Cullman Liquidation‘s raw, honest, warts and all approach hits it out of the ballpark with the right messages delivered in the right tone. The brand personality has a brutal honesty that is strangely charismatic and builds a huge sense of trust – ‘This is what we sell, here they are, buy one, or don’t – we don’t care’.

The ads have been such a hit that they have built a brand reputation well beyond their customer-base in Cullman Alabama, and well beyond the return on marketing investment of their bigger, more sophisticated marketing competitors. Here’s a video of the making of the ad.

And yes, they even have Cullman Liquidation Tees for sale now. As the Cullman Liquidation guys say; ‘Wear one… or don’t. We don’t care.’

If you’d like to find-out how to build the right personality into your brand, why not give us a call.

David Ansett, Brandamentalist
For daily updates of our brand thinking, follow me on Twitter

Brand Designer

5 Comments

  1. APFIND - AN ACCOUNT PLANNING NEWS DEMOCRACY! FIND AND VOTE ON THE LATEST NEWS & IDEAS IN MARKETING AND BEYOND.

    Great Example of a Small Brand Marketing with Personality…

    Great example of small business marketing – Cullman Liquidation in the US using its personality to make a hugely successful ad campaign….

    • Thanks Dean, glad to hear you’re finding plenty of marketing value and interest. We certainly spend plenty of time and effort to create a unique and rich source of brand strategy and design information, views and news.

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