Small and medium sized enterprises (SMEs) can teach larger companies a thing or two about marketing. How? By channeling personality.

Many of today's successful companies are creating business advantage by creating brands that bond, brands that are personal and form a relationship. Let's pick two classics from the last few years to back this point.

Egg.com
Although backed by a financial giant, Egg.com was one company that hatched into an attractive brand in its own right. Customers gained a sense of security from knowing their money was safe in the hands of the Prudential. But the Egg brand gave its customers the feeling they were trying something new, something exciting, and something that said a little about the type of people they are. The brand personality rubbed off, for want of a better term. And that was the attraction.

Amazon.com
Then, how about Amazon? Although a huge global brand nowadays, Amazon will always be one of the first of the garage internet start-ups. You can order books, CDs, electronics (and your breakfast soon, no doubt) from anywhere in the world. But there's still a comforting feeling that you're dealing with a company that hasn't got too big for its boots, a company who'll still listen to you.

Personality is differentiation
So what am I trying to say here? I'm obviously not suggesting that all SMEs can become an Egg or an Amazon. What I am saying though is that 'personality goes a long way', if I may quote Samuel L Jackson from Pulp Fiction.

Companies should be easy to understand, should be approachable, should be focussed on their customers' needs. But SMEs can also afford to differentiate themselves by adding personality to the pot. They can be the corner shop, the butcher, the baker or the cadlestick maker.

At the end of the day, most people would rather do business with a friend than a stranger. And, I'd suggest that SMEs are in prime position to teach the big boys how the game's played.