Big Brands: Watch Out. Microbrands Are Capturing Consumers. Ten features successful microbrands have

Every time my teenage daughter asks me to buy her something new, chances are I’ve never heard of the brand.

By Silvina Rodriguez Picaro

Branding Expert, Entrepreneur, Speaker, and Author. She founded SRP Communication & Brand Design, SRP Interactive, and SRP Health Care Communication. Speaker’s Club. She teaches women entrepreneurs how to write amazing sales pages and even performs “Sales Page CPR” to bring life to stale copy. In her free course, The Rainbow of Sales, you can learn her uniquely fun approach to selling.
Branding Expert, Entrepreneur, Speaker, and Author. She founded SRP Communication & Brand Design, SRP Interactive, and SRP Health Care Communication.

From BYO lunchboxes to Rothy’s flats, she, like most young people of her generation seems to connect better with small niche brands. The growing phenomenon of microbrands reinforces the concept that the digital economy brings more and more opportunities for small businesses than ever. Purple mattresses, Felix Gray eyeglasses, Quip toothbrushes, Swell bottles, Pompeii Shoes, and Ugly Drinks are only a few examples of this new global phenomenon that allows startup brands to effectively compete with well-established brands.

So, watch out, big brands!

This is just the beginning: small companies will continue to lure buyers with their individuality and magnetism. Traditional retailers are shrinking.

Surprisingly, they aren’t only losing market share to e-commerce giants like Amazon, but to thousands of microbrands that are winning the ‘battle for the buyer’ through a better consumer experience, engagement and trust.

In the business world, thanks to technological developments, there is a new dichotomy: buying online vs. from the store shelves: well-known and well-funded products are now competing with small, emerging microbrands.

These new brands aren’t developed in a lab or at the Research and Development department of some large conglomerate; contrarily, they have risen from the grassroots level, produced by passionate entrepreneurs with valuable knowledge and insight. Their new sales channels are Amazon, Instagram, and Facebook.

New materials and new technologies such as sublimation, CNC, and 3D printers, allow entrepreneurs to create high-quality products in small quantities, at low cost and in record time.

These new technologies erase the need to invest in expensive molds that must be amortized in a large number of units produced. Since the risk of creating and distributing units that may or may not sell is reduced enormously, products are tested directly in the market, without the necessity for focus groups and other external costs.

Ten features successful microbrands have in common:


Microbrands create a nearly direct relationship with users. Closeness is vital for sustaining a dialogue between buyer and seller. To foster this closeness and trust, microbrands eliminate the middleman, no longer depending on the retailers, so they can connect directly with the consumer. Not only does this technique allow them a bigger slice of the selling price, but it creates strengthens their relationship to the consumer. Additionally, bigger profit margins tend to translate to better ingredients or components, which mean higher product quality.


Microbrands are digital natives; they live and breathe online, and they generate a community through engaging content that is promoted through creatively crafted advertising on the Internet. In doing this, they cultivate a bubble of loyal buyers, just like a giant brand might do, but with minimal operating costs and a low risk of investment. Today, big brands do not fight with other big brands, but with an accumulation of small brands that offer unique products and attention to their buyers.