Brands need stories

There is a persistent idea that strong brand storytelling requires a big agency: layers of strategy, large teams, complex processes, and for some organisations this is necessary and makes sense. But for smaller independent businesses, it really doesn’t.

Independent brands often operate closer to their audience, things happen in real spaces, with real communities, decisions are made quickly and impact is often immediate.

Big agencies tend to rely on fixed frameworks; these are useful but not always adaptable in the way independent businesses need.

What small independents need is clarity, and a visual partner who understands context, not just output. Good storytelling doesn’t come from the size of the agency, instead it comes from proximity to the work, understanding how people engage with the brand, and knowing what to show and what the customers don’t need.

When it comes to telling an independent brands story, being present, reading the room and responding in real time often produces stronger visual narratives than rigid, staged shot lists. That’s where an independent, documentary-focused approach excels.

Working independently allows for closer collaboration and clearer intent. There’s less translation between strategy and execution, and more space to respond to what’s actually happening.

If you’re deciding between a large agency and independent support, it’s worth asking:

• Who will actually be on the ground doing the work?

• How well do they understand our audience and location?

• Can they think strategically while producing content?

• Will this work still represent us accurately in a year or two?

For many organisations, depth beats scale.