At a glance
- A firm stance makes brands strong.
- People don’t just buy products, they also buy their underlying values.
- A clear stance builds trust and facilitates growth.
- Consistency wins in the long term.
Reading Time 7 Minutes
Reading Time 7 Minutes
Why having a stance can make small brands strong in retail
27.01.2026
The Swiss retail landscape is loud, fast and full of brands fighting for attention. Many small retailers are faced with the question: how do we remain visible without compromising our values?
We invited Nicole Blum, founder of NoBullsh!t, to appear as a guest on our Retail Special Podcast and talked to her about this and other issues. As her example shows, the answer doesn’t necessarily lie in using even more channels, larger advertising budgets or other trends. It could lie in something more down to earth, yet powerful: a clear stance.
Brands that clearly communicate what they stand for build trust by having a clear profile. This turns a firm stance from a “nice to have” into a competitive advantage for niche products.
Customers find information everywhere – a strong stance makes small brands recognizable
Today, customers switch freely between channels. They find inspiration online, test products in stores, read reviews and compare prices on different platforms. Because so many channels are available, small brands don’t need to be present everywhere − it’s much more worthwhile for them to remain clearly recognizable wherever they do have a presence.
A coherent, consistently managed brand image has a stronger impact than a broad but inconsistent channel presence. A clear stance sets the tone: it shapes visual language, product range, communication and service. It’s crucial that the brand experience remains consistent. When the brand promises the same thing across the board, this inspires trust.
But it must be clearly recognizable as a brand on every channel. This requires:
- A coherent product range
- A consistent visual language
- Clear product information
- A brand that promises the same thing both offline and online
Having a stance creates trust, and trust creates revenue
Today, customers no longer make decisions based solely on price. They make decisions based on conviction: what’s behind this brand? What does it stand for? Is it right for me?
People don’t just buy products based on objective product criteria, they also buy a brand’s “reason why”.
David Kauer, E-Commerce Specialist and Innovation Manager, PostFinance
Having a stance doesn’t cost millions. But it does change decisions. When it’s clear what a brand stands for, it becomes apparent:
- Which products are suitable and which ones are not
- What packaging is sensible
- Which compromises are acceptable
- How transparent cross-border communication is
- Which messages are credible
This consistency makes brands scalable and ensures that the story remains simple, the benefits are understandable and credibility grows along with the brand.
No Bullsh!t: stance as a brand experience
The podcast episode of our Retail Special featuring Nicole Blum, founder of No Bullsh!t, shows just how powerful a small brand can be. Her journey highlights that clear branding not only provides direction, but also forms a solid foundation for product development, communication, the POS experience and growth.
Her story is an example of something that applies to many SMEs in the Swiss retail sector: if you know what you stand for, you’ll win over customers – and you can grow without losing your own identity.
In the full podcast episode, you’ll find out how No Bullsh!t conveys its stance externally and what constitutes an authentic brand identity.
A clear stance provides guidance for customers and for their own growth
The retail sector is becoming more complex and competitive. But SMEs have an advantage that big companies struggle to emulate: they can embrace their values without lengthy decision-making processes. It is precisely this clarity that makes a brand strong.
A clear stance helps you make better decisions, sharpen your brand, engage customers across all channels, manage growth in a controlled manner, and build long-term trust. Technologies are transforming. Customers’ behaviour is changing. Channels are playing new roles. A clear stance remains important and makes brands strong from the inside out.