How Smaller Brands Can Compete With Industry Giants

How can small brands compete against industry giants?

While the bigger brands can just dump their budgets for massive awareness campaigns, smaller teams need to think a bit more strategically.

The name of the game is building trust.

Aka, building a relatable brand that resonates with a unique audience.

Chances are, you’re not an industry giant quite yet…

But that doesn’t mean you can’t compete with them.

Today, we’re going to look at a small brand called Evil Goods that’s competing in one of the most competitive markets out there…

Skincare.

Here’s the playbook for how you can directly compete with large industry giants, and carve out a strong niche for your brand.

Win Trust By Positioning Big Brands As The Common Enemy

One of the strongest ways to build a loyal customer base is by positioning your brand as having a “common enemy”...

Typically, this ends up being big brands.

If you look up popular skincare brands on TikTok, you’ll find a lot of controversy about unnatural chemicals and toxic ingredients…

Evil Goods does a really good job of this by tapping into the dissatisfaction many people feel toward mass-market skincare products by positioning themselves as a natural, honest alternative.

Just look at their website…

One of the first things you see on the page is “Ditch Big Lotion for Nature’s Ultimate Skin Solution”, followed by even more copy to form a common enemy and win consumer trust.

If you’re able to align yourself with consumer concerns and pin them to a common enemy… you can convert a lot of skepticism into trust, and create a loyal customer base for your brand.

Don’t Re-Invent The Wheel…

As a small brand, you can’t afford to start from scratch every time you need to make a new piece of content or promotional material.

Identify what works, and stick with it.

Right now, these are some of Evil Goods’ most viral creatives:

As you can see, their top 3 videos are all variations of “before and after” using Evil Goods beef tallow.

There’s no reason to reinvent the wheel here…

Find a winning format that resonates with your audience, and use it again and again.

As long as you mix it up with different hooks and angles, you’ll have a winning content strategy you can use to come up with practically unlimited amounts of content.

Get Creative & Narrow

One of the best marketing rollouts I have ever seen on Youtube

Jake Tran—a big YouTube channel infamously known for his documentaries about money and war—created this VSL Style of video exploiting skincare brand L’oreal:

The plot and storyline behind this video is priceless.

Instead of attaching a single competitor or ingredient, it puts the whole industry on notice and exposes the idea of “big pharma” for skin care.

The focus on ONE channel being Amazon and being narrow with the rollout allows for a more targeted and impactful message, ensuring that the core audience fully grasps the critique and the underlying issues within the industry.

Add to that the idea of maximizing Amazon’s fast shipping, organic ranking, and social proof, and you have a powerful strategy for driving sales and increasing brand visibility on one of the world's largest e-commerce platforms

That’s The Playbook!

Competing with industry giants isn't about having the biggest budget—it's about being smarter with the resources you have.

If you focus on trust, listen to your customers, and stick to proven content strategies, you can carve out a strong, loyal niche for your brand.

Remember, authenticity and consistency are your greatest assets.

That’s all for today.

Crush your week, keep building Moementum!

Brought To You By

Join Moementum University and leverage our blueprints and coaches to build a successful eCommerce brand. With 3 weekly coaching calls, exclusive access to 8-figure brand owner insights, and a supportive community, you'll learn how to leverage TikTok, AI, and strategic content creation to build your own “Micro Ecom” brand.

Whether you're just starting or looking to scale, Moementum University provides all the tools and guidance you need to achieve your goals.

Checkout My Latest Youtube

Interesting Reads

Rate My Email & (Leave a comment)