Cover Brand: Fight Unfair
Are you a small business or startup fighting for visibility against big, established brands with deep pockets? In this inspiring episode of Cover Brand, host Ethan Decker sits down with branding pro T Strickland of Zocco Print and Promo to dig into three powerful strategies every challenger brand can use to win. T shares her journey from agency life to launching a family-run merch business, as she and Ethan explore how to amplify word-of-mouth, focus on micro-markets, and create memorable personal touches that set your brand apart—strategies big companies simply can't replicate. Whether you’re looking to boost your brand awareness or attract loyal customer advocates, this episode is packed with real talk and practical advice to help you punch above your weight and claim your own corner of the market. Perfect for entrepreneurs, small business owners, and anyone interested in effective grassroots marketing and authentic brand building.
Main Topics Covered:
T’s journey from agency life to launching Zocco Print and Promo
The “95-5 Rule”: Why most of your audience isn’t ready to buy—and how to stay top of mind anyway
Becoming a big fish in a small pond: The power of niche and local focus
Turning word-of-mouth into your most effective growth engine
Serving a specific industry or community to accelerate referrals and reputation
Delivering “unfair” personal touches that create brand loyalty and differentiation
Using thank you gifts, personalized outreach, and attentive service to outshine the big players
Examples of real small businesses making these strategies work
Zocco Print and Promo – Explore T’s print and promo offerings (for inspiration and services)
Ready to make your small brand the talk of your market? Start by narrowing your focus, building authentic relationships, and playing to your unique strengths. Try one of these “unfair” strategies to stand out in your industry. Then share your wins with us—let’s grow together!
Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and explore appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!
