It's difficult to compete with big brands if you are a small business. Many of these companies have millions of dollars invested in national campaigns and television commercials. There are many opportunities to surpass the big players with strategic digital marketing strategies.
You might, for example, identify long-tail keywords that are relevant to your product or services and create high-quality content to rank higher on search engines. Search engines don’t care about which brand is the biggest. Instead, they will prioritize content that resonates with the target audience.
Social media allows you to reach new audiences via influencer marketing. I don't follow any major brands on social media. Still, I follow influencers who will occasionally showcase products or services they like -- if you work for a small-to-medium-sized company, this could be an excellent avenue to consider.