Birds of a Feather Marketing
Birds of a Feather Flock Together: Why Your Marketing Should Look Like Your Clients’
There’s an old saying: birds of a feather flock together. In business, this means that people—and companies—prefer to work with those who look, think, and operate like they do.
Now, let’s apply this to marketing.
Too often, startups with less than a million in revenue position themselves as disruptors, rebels, and game-changers. That’s great for hype, but what happens when your ideal clients are big corporates—the S&P 500, CAC 40, and EU 50?
Here’s the problem: big businesses take calculated risks, but they’re fundamentally risk-averse. They want reliable partners, not just exciting ideas. If your marketing screams “we’re a scrappy startup,” you might actually scare off the very clients you want.
The Marketing Shift: Dressing for the Job You Want
Instead of marketing like a startup, market like the companies you want to work with.
Think of it as dressing for the job you want, not the job you have. Big corporates have a certain way of communicating—clear, professional, and predictable. Their marketing isn't about hype; it's about reliability, trust, and strategic value.
So, rather than trying to reinvent the wheel, take inspiration from them. Study how they present themselves:
Website design: Is it sleek, structured, and easy to navigate?
Tone of voice: Is it calm, informative, and value-driven?
Content style: Are they publishing research-backed insights, case studies, and white papers?
Become an Extension of Their Business
Large companies prefer working with vendors, suppliers, and partners that feel like an internal department rather than an outsider. The more your marketing aligns with their corporate culture, the easier it is for decision-makers to see you as a natural fit.
Position your company as:
✅ Reliable – Demonstrate consistency in branding, messaging, and delivery.
✅ Scalable – Show that you can handle growth without chaos.
✅ Structured – Adopt best practices that reflect maturity beyond your size.
Think Like a Chameleon
Of course, you can’t change your branding for every client, but you can design your marketing to reflect the portfolio of clients you want to attract.
If you want to work with financial institutions, lean into professional, data-driven content.
If targeting Fortune 500 tech companies, align with their structured, innovation-focused messaging.
If working with industrial giants, focus on reliability, safety, and long-term value.
Your marketing should quietly signal:
"We get you. We work like you. We’re built for companies like yours."
Final Thought: Small, But Not Small-Minded
At the end of the day, you might be a small, nimble startup—but if you want to work with the big players, your marketing should make you look and feel like one of them.
Because birds of a feather flock together.
