Strategic marketing can feel like a game only big brands play. The glossy ads, famous faces, and massive budgets give the impression that small businesses don’t stand a chance. But that’s far from the truth. Many of the best marketing tactics are accessible to every business, regardless of size. One of the smartest is the idea of a fluent device.

A fluent device is a creative element that a brand repeats again and again. It could be a character, a phrase, or a specific look and feel. The point is to make the brand instantly recognisable. Big brands do this all the time. Think about the golden yellow “M” from McDonald’s. It says everything without a word. Or Tesco’s “Every little helps,” which lifts up their advertising, packaging and stores all at once. These things might look small, but they build a bridge between a business and its customers. They create trust, memory, and a quick way for people to spot the brand.

The clever bit is consistency. These brands don’t change their fluent devices every time they run a new ad. They stick with what works. The meerkats from Comparethemarket, Percy Pig from Marks & Spencer, or PG Tips monkey - people recognise them immediately because the brands keep turning to them again and again. That stickiness is what small businesses can aim for too.

One of the things that’s really bothering me at the minute is the proliferation of Chat GPT (other AI tools are available 😉) graphics appearing all over small business marketing. The rise of AI design tools means small businesses can create slick images, logos, and videos with almost unlimited options. While that sounds fantastic, it can cause problems. Jumping from one fresh font or colour scheme to another might feel exciting but risks confusing customers. Instead of building a strong, recognisable brand, it waters down the message, dilutes your brand and makes you blend in with everyone else using the same style.

That’s where fluent devices help. They anchor your creativity in something steady and familiar. Whether it’s a catchphrase, a character, or a style, this becomes your brand’s signature repeated in social media posts, signage, emails, and customer interactions. It’s about finding one memorable element that fits your personality and sticking with it.

A great British example is Guinness. Their campaign “Good things come to those who wait” has been a fluent device for years, firmly tying together their advertising and brand experience. But it’s not just the words - they extend the fluent device into the colour palette and styling of their ads, which echo the product itself. The rich black of the stout forms the dominant colour, paired with creamy whites and gold accents that resemble the beer’s frothy head. This consistent use of black, white, and gold stretches into the photography and visual styling - dark moody backgrounds, warm lighting, and tactile images that evoke the creamy, dense nature of the product. Whether it’s a print advert or a digital campaign, the look and feel are unmistakably Guinness. This kind of consistency deepens recognition and helps customers connect emotionally with the experience of the brand.

Small businesses can easily do this too. Start by looking inside your business: what makes you unique? A warm phrase customers often hear, a friendly mascot, or a particular storytelling style. Keep your fluent device simple and repeat it everywhere. Use tools like Canva to create brand kits - locking in colours, fonts and logos so that every piece of marketing feels like part of one story.

The reality is, big budgets don’t automatically buy big branding success. What really works is clever, consistent creativity. Fluent devices are one of the marketing tricks usually reserved for the big players, but small businesses can and should use them to stand out locally and build lasting customer relationships. It’s not about doing more - it’s about doing it well, and doing it often.