In recent years, companies across the globe have begun playing a perplexing game of charades.

Big companies are trying desperately to act small. Small businesses are masquerading as if they are big. Neither is fooling anyone. And even more ironically, the entire façade may be counterproductive.

How did this game of charades ever get started? Here’s the lowdown.

Who, Us? Big?

Large companies around the world have begun to realize that while being a mega-business has many advantages, being beloved by the public is not one of them.  The label “big business” has become synonymous with a soulless entity that is exclusively concerned with lining its own pockets.

In response, many undeniably big companies have taken on a “small” alter ego.

That’s why you’ll see marketing copy from big companies with phrases like “we see ourselves as a family.” With some of these companies nearing 100,000 employees, those are pretty big families. 

For a wonderful example of this in action, take a look at how Cheerios explains the “story” of why they went gluten free:

Other food companies have used similar marketing methods. They might print a photo of a farmer and his family on the side of their product’s packaging, along with a blurb about how the farmer “takes pride in growing the ingredients that you have on your table.” (Almond Breeze has something similar about three featured families on their current almond milk cartons.) An ad might show the CEO of a company answering the phone to accept a client’s gratitude for a job well done.

In truth, everyone knows that the farmer might own thousands of acres of farmland and hasn’t ridden a tractor in years, and the CEO would never lower himself to answer his own phone. Everyone knows that it’s a farce. It just makes consumer cynicism toward multinationals even stronger. They’re such fakers… 

But since “big is bad,” the largest companies continue to play the game.

Think Big

At the same time, small businesses — and that means most businesses — are fearful of appearing small. Even though 99.9% of US businesses are small businesses, many small businesses are afraid to “fess up” and admit that their companies consist of only a handful of employees; sometimes, only family members, and perhaps even only the proverbial mom and pop. 

If my customers knew I am a one-person shop, they’d never trust me with their business.

Nobody would take me seriously if they knew Abe is my husband. I’ll leave the last names off.

How can we say we only have one full-time employee? Let’s list all the part-time people, and our accountant, and your niece, as employees. And maybe the cat, too. 

So little businesses play the “big” game, using “big” images and language. They put obviously fake photos of big buildings and overly happy, culturally-sanitized employees.

 

They also indulge in overly-ambitious “we” and “us” language, as if their customers will think their corner store has hundreds of workers toiling away day and night. They’ll write things like “Want to learn more? Call our customer service department for more information,” even though their customer service number is coincidentally the same as the owner’s cell number. They might have a P.O. box, add the phrase “Suite 101” to their home address, or even buy a virtual address from a company like Regus Virtual.

Why the need to “play it big”? Maybe because they feel like customers will view them as more successful if they are at the helm of a large company, or maybe because they think their clients will feel safer in the hands of a larger team.

Does It Work?

In the end, though, all the fakery backfires. As David Ogilvy famously said, “The customer is not a moron. She’s your wife.” 

Consumers know that big companies are big, and that’s why they spend their money with them. When people buy from Walmart, they expect to reap the benefits of their superior distribution and leverage with suppliers by paying lower prices. When they buy Dell, it’s because their massive network allows them to customize hardware so that consumers will get whatever they want. When they shop at Nordstrom, they expect to receive legendary sales support and customer service, and to feel posh and pampered through the whole shopping process.

Consumers also know that small companies are small, and they choose to patronize them because of that, not in spite of it. 

The truth is, small businesses do have advantages over large conglomerates. They can get to know their clients on a deeper level and develop a more personal relationship with them. They can pivot more easily than an unwieldy national chain. And perhaps most importantly, their clients appreciate seeing the “real person” behind the business that they are working with.

For example, if you are ordering flowers for a life event, you might prefer to work with a single florist who will discuss each detail and handpick each flower, rather than with a large business that will treat you as a name on a list of customers. Holly Fleur, a Nevada-based florist, has an “About Me” section of her website where she introduces herself:

“Hi there! I’m Holly. I’m passionate about events and all things floral. I’ve been “playing with flowers” since 1995 when I worked at a flower stand in Pacific Beach while getting my undergraduate degree in Education.”

Similarly, there is something quaint about ordering artesian sourdough bread from a man named Andy who introduces himself and his dedication to each loaf via video:

A side benefit to being proudly small is that inflating your image can lead to disappointed customers. You may not be able to deliver on the promises that your larger-than-life business entails. For example, if a manager in a larger company has a family emergency, the company doesn’t shut down for a day. If you’re the owner of a home-based business that employs just you and your spouse, the business might.

Instead, wise small business owners will embrace the beauty of smallness. They will proudly introduce themselves on their websites, on their advertisements, and in person. They will build personal relationships with each client that a large conglomerate could never even imagine. They will offer customization and personalized attention that only a business of their size can provide. (And maybe even some unexpected perks, like this stationary and gift store that has a scheduled letter-writing club on their vintage typewriters!)

Remember: They’re not choosing you because they think you’re huge. They’re choosing you because they know you’re small. Be real and your customers will appreciate getting to see the real you.