Calling your company a "small business" feels normal and accurate. Yet, the word small can sometimes narrow how others and perhaps even yourself see what your business really brings to the market. Your dream to become an entrepreneur was big, so why not think big! When you label yourself small, you risk setting limits on your own potential and the way customers and potential partners perceive your brand.
Let's reconsider how one simple word can shape the future of your business.
1. "Small" might be signal limitations
The word small literally means small. Simple enough, but it might be telling others that your business has limited resources or less experience. Those impressions can make it tougher to build trust or attract clients. Even if you know strengths inside and out, that label can create unnecessary barriers. Free yourself of these imaginary constraints and know that the sky is your limit.
There's also a difference between calling yourself small in a positive way and labeling your business small in a limiting way. When you label yourself small, it can also mentally hold you back. It might make you underestimate your own growth. A positive embrace of being small, like an underdog, can be a powerful strength.
2. Describe your business with words that highlight strengths
Words like independent, growing, emerging and local highlight what makes your business unique, capable and ready to compete with even the biggest organizations in your industry. Terms like this communicate intentionality, flexibility and all the experience needed to get the job done. This kind of narrative is built with purpose and confidence, showing customers that you're not just an option. You'll be shifting the conversation from size to impact very soon!
So how do you actually reframe these terms in your business? Start by weaving them into your brand language such as social media profiles and marketing content. Keep it consistent across your platforms like your website, newsletter or email signatures. Use these terms when pitching to clients, writing proposals or introducing your business whenever you can. Make sure your team gets the memo as well! The way you describe your business is usually the first impression and the word small does NOT tell the whole story.
Understand that a business shouldn't have to label itself small. Customers already have a sense of who you are. There's no need to label yourself that way. Once you focus on showing your value and quality, that's how you turn the underdog story into real life.
Author: Gary Wong
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