Does Size Matter?

DOGSI ran into an acquaintance yesterday and we got to talking about business. He made the comment, “It’s important to look big – don’t you think?”

It’s an interesting question. In our culture we equate big with success. Big houses, big cars and trucks, big business, big names etc. I remember when the the web finally took off, one thing that stood out for me, was the statement that the web was the great equalizer. Now anybody could “look” as big as they wanted and nobody would be the wiser. Now you don’t need the expense of bricks and mortar prove your worth. Now you just have to look big. Image is said to be everything.

I think my friend’s comment is a little off. I don’t think it harms anyone to look big, but the bottom line is to behave correctly in a big way. If a potential customer is attracted to your front door, once they cross the threshold, they will quickly see your worth. This harkens back to the truth in your brand. A brand can only thrive if it lives up to strong brand values. It is not enough to look big but your brand must walk the walk.

We as a society enjoy associating ourselves with success. The goal is inspirational. Your foundation must be sound, whether big or small. The important word in the comment was – look. Your brand must have substance. It must be more than an impression. To benefit from a strong brand it is more important to be big on strong values, big on personality and image. It is also fantastic to have a positive outlook. To be the best is to lead – in a big way.

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.


  1. superb article, very informative! It is very time consuming to be active on all social media available, yet it is an important cornerstone for online success and marketing.Thanks for the post.

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  3. How big you want to appear can depend on your industry, your specialty within it, and your customers. For example, many oenophiles actually prefer small wineries. Likewise, you wouldn’t want clients to think you’re big enough to do jobs that realistically are beyond your capabilities.

    It is better to appear professional (because you are), than big. Customers hold high regard for a tiny business that is high in professionalism and capability.

    A toll-free number implies bigness, yet provides customer convenience. Even more essential, every business should have a name that is unique, memorable, and trustworthy, all at the same time. Get that and you’re already halfway to winning.

    If you strive to appear, and perform, as professionally as is humanly possible, your business will grow to its optimal size.

  4. It all comes down to substance and worth. Big is not the real issue. You need to deliver on what you are promoting and give a quality service or product. Great post. Thanks for your insights.

  5. “Put your money where your mouth is”,that is what comes to mind as I think about this post Ed.If you are going to make your business look big than I think it best be capable of acting big where your customers need it. Good observations and a great question for all business owners to think about both on and offline..