Glad to see you are voicing out the same things! There is a very small step from faking who you really are to deceiving marketing!

You have advantages as a small company that big guys don’t have. Use that! Also the “advantages” they have can often be destroyed if you frame it right.

For many specific examples of how to do both these things, see this post:

http://blog.asmartbear.com/blog/convert-shortcomings-into-advantages-without-lying.html