3 Ways Freelancers Can Benefit from the Big Brand Backlash
Posted December 9, 2009 in Managing Clients, Marketing 28 Comments »
Every morning the masses drive through or stop by their favorite coffee shop for a cup of their beloved beverage. The demand for the perfect cup of java to start each day resulted in the growth of one of the mightiest brands in the business, and it wasn’t long before you could find a Starbucks as easily as you could a McDonald’s.
Soon, though, it became apparent that there could be “too much of a good thing,” and consumers started expressing their disdain for the massive chain store brands popping up everywhere and their preference turned to the “local” neighborhood coffee shop. People spoke with their pocketbooks. In 2008, Starbucks closed down outlets while independent coffee houses brought in new customers without cutting prices. A recent story about this from Reuters indicated that independent coffee houses now represent 54 percent of the coffee market!
The Corporate Backlash Continues…
This phenomenon is not limited to Starbucks or coffee. There is an increasing desire among consumers — myself included — to support and encourage local and small businesses over the monopolizing chain stores. Sure, we all want the best prices and service, but a brief conversation with just about anyone will reveal the growing frustration we all have of dealing with computerized, fast-food mentality “customer service” that larger businesses typically champion. Instead, most of us would prefer to deal with a real, live person who at least appears to have a little more interest in our humanity rather than only making the most efficient profit.
Starbucks has recognized what I call the “Big Brand Backlash” and has actually started opening stores that hide the identity of Starbucks as the proprietor. These stores take on the name of the street they are built on (such as “Roy Street Coffee and Tea,” located at the corners of Roy Street and Broadway in Seattle) and purport to be a local, neighborhood coffee shop! But, I am proud to say that consumers are not proving to be as clueless as the big bean brand was apparently hoping.
“A former Starbucks insider said that Seattle’s 15th Ave. Coffee and Tea — the first of the new not Starbucks stores — is doing only a third of the business of the regular green-logoed Starbucks store that used be at that site.”
So what does this have to do with you as a freelancer? I believe it is extremely significant to the potential growth of the freelance market. A quick look at what the big business competitors of your freelance business have to offer could help you to focus your own marketing and methods in ways that will not only grow your clientele but could also strengthen your presence in your local community and even benefit your quality of life! Here are some of the elements you could look at:
Provide Authentic Personal Service
I do not know anyone who enjoys navigating their way through the computerized voice-recognition telephone services that ask step-by-step questions in order to eventually connect you with either the correct extension or the automated account or billing system. My family can immediately tell when I am on the phone with the cable company or the cell phone provider because the frustration quotient in my usually patient voice is brought to new heights. All too often, I find myself shouting “No!” “English!” or whatever other simple words the computer is finding difficult to recognize.
Counter the Big Brands in your field by providing a human being on the other end of the line who cares about the person who is calling — not just because they are paying you. It doesn’t take much effort to ask how someone’s doing and to genuinely show interest in their reply. If you spend a few extra minutes with each of your clients treating them as people it will go a long way in this day and age when they seldom receive personal treatment anymore. Carry this personal touch over into emails, invoicing, and any other communications you have with your clients and you will not only earn their loyalty, you may even make some friends!
Refrain from Production Line Projects
In my web design business I am often building one to two custom websites per week. While there are ways that I pursue efficiency and there is wisdom in finding shortcuts for many of the steps that are common to every project, one of the main reasons my clients seek my services is that I try my best to make every website unique in its own way. Sure, there are thousands of website templates anyone can use to create a cookie cutter website that is somewhat professional in appearance and functionality. Many people and organizations use them. But, that’s not what my clients hire me for. They want something custom; unique to their situation and necessities. Most importantly, they want to know that they have a website that does not look or act exactly like anyone else’s. In fact, they want their own response to the Big Brand Backlash — they want their own “neighborhood spot” on the World Wide Web.
So, I endeavor to refrain from the production line, crank-out-as-many-as-possible-in-as-short-a-time-as-feasible, cookie-cutter mentality for my projects. This helps clients understand that they are valuable and important in their own unique way, and that their project is special. What person doesn’t want that for their business? Treat your client’s project as though it’s the only one on your plate and you will have a client for life. Throw it on the pile along with all the others, giving it minimal effort or individuality, and you will most likely not be hired by that same client again.
An added bonus to this approach: when each project is seen as a unique undertaking, it can become more like a creative work of art for you rather than a job. I have seen this happen on many occasions and it can greatly increase the enjoyment of your freelance life.
Produce a Quality Product
Sure, this may seem obvious. In order to compete with the Big Brands you need to prove that not only are you better at customer service and provide a unique experience, but your product is superior as well. Quality, personal customer service will go a long way, but at the end of the day clients want a product they can be proud of. Show a client how you are putting your heart and soul into their project. Demonstrate its superiority in its uniqueness. Prove to the client that they have made the right choice by giving the best possible product with the best possible experience throughout, and you will not fail at gaining their loyalty and possibly even an evangelist for your services.
Identify What Makes You Different
In my business there are scores of designers and agencies who are more talented. I have found my own “niche” by combining all three of these elements to create a unique, personal and pleasurable experience for every one of my clients. Many of my clients I have never met in person, but I have a personal and professional relationship with all of them that testifies to the value of incorporating each of the above elements into my methodology.
Take a look at your own strengths and weaknesses and how they compare to the traits of the Big Brands that consumers are looking to avoid. Use this comparison to shape your freelance business into one that the modern customer will find great solace and joy in as they turn to you for an escape from the Big Brand Backlash. You will not be sorry.
What are some other ways you can counter the Big Brands and provide a better experience? Please share your ideas and thoughts in the comments below.
About the author: Brian is a freelance web & graphic designer with over 15 years' experience. His business bkmacdaddy designs specializes in completely custom WordPress, Joomla, Magento & CSS/XHTML websites as well as logo design, brand identity, social media management and more. Brian is a father of 3 and madly in love with his wife of many years.
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28 Comments
Maximilian Bartel
December 9th, 2009 at 9:40 amExcellent article – I really enjoyed reading it a lot and just can agree to what you’ve written already.
Besides the fact that a friendly and personal relationship to clients can benefit business, in my opinion it’s also a good way to get new impressions of foreign cultures which eventually influence upcoming work – at least that’s what I experience frequently by talking to clients from other countries!
Amber Weinberg
December 9th, 2009 at 9:41 amSo true! Big names also come with big prices like a $5 cup of coffe or a $50,000 website. While some can afford this, most can’t which is why the neighborhood business has seen a huge comeback, especially since the recession.
Leora
December 9th, 2009 at 9:51 am“Identify What Makes You Different” – yes! That’s one of the reasons I like local projects – because I know New Jersey better than a designer on the other side of the world.
“Show a client how you are putting your heart and soul into their project.” – Clients know when someone works hard for them – they will come back to those who are dedicated.
Thanks, Brian, for a well-written post.
ArdianYS Prestashop Theme
December 9th, 2009 at 10:06 amHello, This is my first comment in your great blog. I want to ask about “Provide Authentic Personal Service”, I have a small business about Prestashop in my country, and I give online support via Yahoo! chat. I need your advice how to manage our online support via YM without disturbing our focust while coding some program ?
thanks for your reply.
ArdianYS
Kevin Donnigan
December 9th, 2009 at 10:14 amVery interesting article. I love the connection you make…
Felipe Martyn
December 9th, 2009 at 10:45 amThanks a lot for this article.
You bring new insights on how to search for clients, marketing skills, and how to surf the trend wave of the moment.
Also, I am a former believer of local support. I own my design studio and I work with several companies, and I made ties to have almost 95% of their needs supplied by local business. I think that design not only applies to creation of a master piece. I think design can be the skeleton process of how a business can become more effective, transparent and how that company passes that message.
Mike
December 9th, 2009 at 10:52 amMy motto is “Too big to fail, too small to care”. It goes a long with branding.
Ya, there is also a small business brand backlash too because this is a spending backlash.
I run my own small retail business I have a store and as a web developer created a very nice site with great customer service so I know but I am still trying, I am still trying!. I have made it in business thus far longer then others in my area. I have been 4 years in business.
Believe what you want.
Lexi Rodrigo
December 9th, 2009 at 12:14 pmAwesome lessons for marketing our freelancing businesses. Sometimes, small is beautiful :-)
Thanks for this, Brian!
Lexi
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December 9th, 2009 at 1:23 pmThat’s pretty helpful. Something that I really wouldn’t have looked at until now.
Jesaka Long
December 9th, 2009 at 1:48 pmGreat example, Brian. Most of my clients are long distance, which I like, but I do make extra effort to help them feel connected to me. It can be as easy as returning calls and emails quickly and reaching out frequently. One of the best things about being small is being flexible to help my customers overcome challenges within their organizations. Finding creative ways to bill for projects or stretching my services beyond writing go a long way in delivering authentic personal service. Thanks for the article!
Time Management
December 9th, 2009 at 6:54 pmDid anyone mention the free wifi! We need these places every corner just to be “out there” and connected. It hope SB or whatever next chain makes the best of their advantages despite their losses.
Vivified Design
December 9th, 2009 at 9:42 pmBut, but, I like my Starbucks :)
But I no like Walmart.
I think there needs to be a balance somewhere between the two. It’s a fact that there always has been, and always will be, some sort of “Big Brand” out there. I think it is up to us as individuals to be accountable for our actions.
I am as guilty as the next person for looking for the cheapest price – that way I can afford my Starbucks.
Cameron Gaskarth
Vivified Design
Mike B
December 10th, 2009 at 5:10 amI think the personal touch is really important in all business relations. Even just a how are you on the phone when you get in touch goes a long way. I do my best to make sure that I give a human response rather than a robotic one. Being passionate about what I do also is great in terms of showing that I believe in my product as a web designer, and this in turn reassures the client that they’ve chosen the right person / company.
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December 10th, 2009 at 5:29 amGreat post, I for one love drinking coffee at least 2 times a day. Here where I live the prices says it all. The only reason Starbucks loss its customers is because their prices are double of a newly opened coffee shop. I personally don’t find a big difference in taste so why not go to the more cheaper one with the same taste but better service?
Heather Villa
December 10th, 2009 at 6:23 amClients are looking for the personal touch. While they KNOW you have other clients, they want to feel like they are the only one. They can’t get this individualized attention from a large corporation.
Chris Connor
December 11th, 2009 at 2:04 amGreat post, as always. Makes me wonder if big business will ever endear itself to the general public again as it did in the past.
Stephen Webb
December 11th, 2009 at 5:07 am“Identify What Makes You Different” – this is a fantastic piece of advice we should all take note of. There are some great points in this blog , showing any client that you are putting your heart and soul into a project can go a long way and earn you extra referrals and recommendations so it is certainly worth the time.
The ongoing dissatisfaction with how large multi-national companies operate and treat you like a number is certainly now starting to have an effect. People are getting sick of this and the ever-growing power of these companies, so it is great to see the public start to choose local options and help keep these businesses alive.
Of course we should all refuse to put up with being treated like a number, and the profit efficient process large multi-national companies provide. People deserve genuine, friendly service and are now creating a backlash for this. If such a service can be provided by anyone in the design industry we may see some real success stories of small firms, who via their dedication to service will outperform much larger and more recognised brands.
Luke Jones
December 11th, 2009 at 5:25 amGreat article! Really interesting.
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December 14th, 2009 at 8:42 amthats a great learning lesson i really appriciate this thanks man
Marketing and Management
March 10th, 2010 at 7:14 amI thank for the good chance to get a bit of knowledge to produce the potential to make my skill as the powerful one..I like the post and want to follow the guides in the further products..keep sharing…
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