As AI becomes part of everyday marketing, many small business owners worry about losing what makes their companies unique. According to the AI Snapshot for Small Business, the latest research from Adobe Express, those concerns are well founded.
Your Brand Personality Is Your Edge
One advantage small businesses have long had is that, according to the survey, many consumers choose your small business for who you are — not just what you sell. The Adobe Express data shows small business owners are “especially conscious of how their brand is perceived.”
- 79% of small business owners believe having a clear point of view is more than just good branding; it’s what makes people follow them.
- Nearly 1 in 3 would rather post nothing than publish something that doesn’t sound like them.
- 56% think that when everyone has access to the same tools, the competitive edge goes to whoever has the best taste.
Adobe Express says this shows that “brand consistency is just as important as clarity for your audiences, being authentic to your brand’s mission, purpose, and values.”
The Importance of Standing Out
Thanks to technology — creative apps and AI — it’s easier than ever to create content, yet Adobe Express says, “it’s also never been harder for brands to break through. Marketing messages flood social media feeds, email inboxes, and every inch of the digital and physical landscapes, overwhelming customers with similar brands and messaging.” That makes it imperative for your company to set itself apart from your competitors and be seen as “distinct, thoughtful, and with a clear human-backed voice.” Most of the business owners agree, with 64% saying that while AI helps their companies compete, it also makes it easier for businesses to blend together.
Is Your Small Business Experiencing a Crisis of Confidence?
Adobe Express’s survey shows many are. It shows that “most small business owners know what they want their brands to look and sound like, but struggle to trust their instincts on what resonates and their abilities to create content they’re proud of. Your barriers aren’t technical; they’re emotional.”
- 63% of small business owners second-guess their design and content decisions.
- Only 37% trust their instincts or feel they can create content they’d genuinely be proud of.
AI to the Rescue
Small business owners aren’t rejecting AI. Rather, “they’re using it, editing it, and learning to make it their own,” helping them generate creative confidence and distinctiveness. Adobe Express says successful businesses are the ones using AI to bring their brand’s uniqueness to life. It advises business owners to let their creativity and authenticity shine through.
Most (66%) small businesses are already using AI for marketing. And 48% “heavily edited their most recent AI-assisted content before publishing; only 6% published it as-is.” As a long-time writer and editor, that is key. Use your AI chatbot as a foundation to build on. Let it learn your voice. And your goals. If you publish AI-generated content as is, you’re going to increase the chances of sounding like other businesses that do the same.
The primary lesson from the survey is that “taste is the competitive advantage for small businesses. When everyone has access to the same digital tools, the edge goes to businesses that apply their taste and point of view to their branding and marketing.”
Rieva Lesonsky is the founder of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy Adobe Express
