Building relationships
on shared beliefs.

Brands are a lot like people. Deep down, they all just want to be liked. At Small Army, we help brands do just that. It starts with finding their heart (the moral of their story) and then authentically sharing it with their audiences, wherever they may be open to hearing it. When people like you, they listen to you, introduce you to their friends, buy your products and even overlook your faults. Unless you’re a close talker. Nobody likes that.

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If our world was made of construction paper, storytelling would be the glue. Stories help us better understand our world. The good ones entertain, but the great ones stir action. We’ve been sharpening our storytelling skills since 2002, and we are proud to be recognized as one of the top agencies in Boston. Keep scrolling to learn more about our approach.

Small Business of the Year award
Hatch Awards
Inc 5000
Massachusetts Innovation & Technology Exchange
Effie Award

Put some heart into it

At Small Army, we help companies connect with the heart and soul of their brand, which we call the moral of the story. Bigger than any tagline or campaign idea, the moral is a core truth that can’t be disputed. Why? It’s based on beliefs your company, employees, and audience all share.

Learn about the moral of the story


As they often say, there’s much more to the story. And, that’s especially true when it comes to building relationships. Below is an overview of our process and some common deliverables within each.

1. Assess
  • Communications audits
  • Executive Interviews
  • Audience research
    (interviews, focus groups, surveys, etc.)
  • Digital monitoring and listening
  • Competitive Marketing Assessments
  • Industry analysis
2. Plan
  • Brand messaging/
    storytelling platform
  • Brand naming/hierarchy
  • Communications strategy
  • Persona development
  • Media strategy, planning and buying
  • Creative strategy
  • Content and social strategy
  • Website IA, UX and requirements planning
3. Engage
  • Brand Identity
  • Advertising (digital and traditional)
  • Content (video, audio, graphics, etc.)
  • Website design/
  • Public relations
  • SEO and SEM
  • Email
  • Events and guerrilla marketing
  • Direct marketing
4. Measure/
  • Brand/campaign benchmarking
  • Digital/web analytics
  • Media Analytics
  • Impact reporting
    (against meaningful metrics)
  • Competitive media/
    message monitoring
  • Media/message optimization
  • Audience Optimization
  • Re-assess (see step 1)

Variety Keeps Us Sharp.

Being a specialist is great if you’re a podiatrist. But to keep our storytelling chops fresh, we like to work across a variety of industries. Below, you’ll find a few of our partners, past and present.

47 Brand
Boston Medical
Country Bank
Dassault Systems
Massachusetts Freemasons
My One Perfect Fit
Long's Fine Jewlers
TEDx Beacon Street
Wonder Bar
Swiss Bakers
Zoo New England

Small Army for a Cause

In an effort to use our storytelling skills to the max, we created a cancer-crushing, do-gooding, nonprofit organization called Small Army for a Cause.

Be Bold, Be Bald!

Our most visible efforts to-date have been through Be Bold Be Bald, an award-winning movement we created for solidarity in the battle against cancer. Formed when Small Army’s co-founder died of cancer in 2007, Be Bold Be Bald has raised nearly a million to support 50+ cancer organizations.

Join the movement

Non-Profit Moral Sessions

How do we best help other nonprofits? By doing what we do best. If you’re a non-profit looking for marketing guidance and support, apply for a free in-person moral development session at our Small Army headquarters. Spend a few hours with us to find your heart and soul, and see where it takes you from there.

Heck yes I’m applying