lead: large companies can quickly accumulate various resources and powerful financial resources to create their own brand empire, but how can many small companies use their "stretched" financial resources to build their own brands? With the development of China's market economy, the commodity era has gradually developed into a brand era, and many industries have begun to shift from product competition to brand competition, and consumers' consumption behavior has gradually changed from commodity consumption to brand consumption. In the brand era, the role of brands in enhancing the image, market share and profitability of enterprises has been fully revealed. Whoever has a strong brand recognized by consumer groups will not be eliminated in the process of "big waves" in the market. Large companies can quickly accumulate various resources and powerful financial resources to create their own brand empire, but how can many small companies use their "stretched" financial resources to build their own brands? The premise of the successful establishment of a brand by the method of small company brand is that the enterprise itself has special abilities that are valuable to the market and consumers, and the brand emphasizes this value and distinguishes it from its competitors in the minds of consumers. Therefore, small companies must choose appropriate brand building methods according to their own development stage, market situation of products or services, consumer maturity and other related factors. In the market field of product differentiation, people are concerned about the functional consumption of products or services, and new products and technologies are constantly being developed. The key for a small company to establish a brand lies in highlighting product differences and shaping better products. Brand through word-of-mouth marketing. Word-of-mouth marketing is the process of applying the concept of word-of-mouth to the marketing field, attracting the spontaneous attention of consumers, the media and the public, giving them the opportunity to discuss products and brands, and on the basis of talking about capital, winning positive comments from consumers and generating recommendation behaviors, making products stand out in the process of consumers' purchase decisions. Word-of-mouth marketing needs to talk to consumers at different contact points, so that consumers can understand products and brands and then actively help you market. In just a few years, Google has become a search engine service provider or even a synonym for "search", and its strong brand position is mainly due to the success of its word-of-mouth marketing. At the expense of temporary interests, Google's home page is simple and clean, which weakens the commercial atmosphere and completely highlights the search function; Google refused the paid service of search ranking and always put the objectivity and fairness of search results in the first place; Google has a large number of language versions and web pages available for retrieval; Wait a minute. These topic factors, which are different from competitors, have become groups such as netizens, rivals, media, investors, etc. to spread it and discuss it all over the world, making Google's position in people's minds strengthened and improved again and again. Therefore, Google has achieved the same success in the case of "never doing a TV advertisement, never pasting a poster, and never doing any online advertising links". In the market field where products tend to be homogeneous, consumers' experience increases, and people begin to pay attention to the perceptual interests in product use, which exceeds the functional requirements. The key for a small company to build a brand is to form a unique image and attach more perceptual benefits. Brand building through channel publicity. With the help of channels (distributors, distributors, collaborators and even competitors), close-range publicity is carried out for real consumers, which directly affects or changes consumers' consumption choices. Many big brands use this model to make brands at the stage of small companies. A typical successful case is "Bull Socket". Bull Electric Company publicizes its products through the store banners of merchants in the channel and the banners on the supermarket counters without spending a penny on TV advertising, so as to guide consumers to feel more perceptual benefits of their products. It only took ten years for the company to obtain the "China Famous Trademark". Although the current "Bull Socket" has great financial resources and put advertisements on several TV channels, the initial publicity through channels has played an important role in the brand building of Bull. Brand with the help of regional brands. Regional brand is the product of regional economic development, the comprehensive embodiment of the collective behavior of enterprise brands in a certain region, and has formed a high visibility and reputation of an industry or a product in this region in a large range. Compared with a single enterprise brand, "regional brand" is more direct, the result of the concerted efforts of many enterprises, the concentration and refinement of the essence of many enterprises' brands, and has a wider and more sustained brand effect. Typical regional brands, such as Wenzhou "China Shoes Capital", although most enterprises in Wenzhou are small and medium-sized family-owned enterprises, after a clear division of labor and socialized cooperation, they have formed a complete industrial chain and related industrial supporting systems, integrated strong industrial competitive advantages and formed a strong regional brand, which is conducive to the growth of Wenzhou footwear enterprise brands. Many small Wenzhou footwear companies can successfully launch their own brands with the help of the "carrying effect" of this regional brand. In the market field where the brand image is homogeneous, social goods proliferate and information explodes, so consumers have no time to take care of the brand image and pay less attention to perceptual interests. The key for a small company to build a brand is to become a representative of a certain product, which is convenient for consumers to identify, remember and buy. Implementing category innovation and making brand. Categories are classified according to consumers' needs, not according to the attributes of goods, but based on consumers' minds. Therefore, brands formed by new categories are easy to be branded in consumers' minds, which can impress consumers and be positioned as leading brands in consumers' minds, which means authentic, and other later or related brands are imitations. In 26, Zhengzhou Missing Food became the exclusive supplier of quick-frozen stuffed food for the Beijing Olympic Games. It took less than ten years for the company to become a strong brand of quick-frozen food. Its brand building was attributed to category innovation. It differentiated the traditional big glutinous rice balls market through "Missing small glutinous rice balls" products and the traditional bulk dumplings market through "Missing bagged dumplings" products, and positioned itself differently from its strong brand rivals "Dragon and Phoenix" and "Sanquan", conveying new category information to consumers. The risk of small company brand is a step-by-step process no matter what method is chosen to make a brand. In this process, small companies should pay special attention to some problems and risks, and need to constantly improve the management of enterprises: some small companies lack brand awareness and think that making a brand is considered by large companies, and only a large amount of advertising investment can establish a brand; There are also some small companies that don't need to be a brand, and only need to consider it after the scale is expanded; Some small companies even think that branding is sales. As long as sales come up, brands will naturally be promoted. One-sided pursuit of sales promotion, while the construction of other factors of the brand, such as popularity, reputation and loyalty, is insufficient, which weakens the promotion of brand image and the accumulation of brand assets, and eventually leads to the premature death of the brand. Some small companies have inaccurate brand positioning, fail to look for their unique personality and good image based on customers' physiological and psychological needs, and cannot accurately find out the target market that is different from other enterprises; When positioning the brand, we didn't consider the "brand personality" and "brand differentiation", didn't know the "personality" and "characteristics" of its company brand, and didn't know what its products should stand out and attract consumers' attention. Therefore, the problems of homogeneous positioning, vague positioning and wandering positioning appear. Brands can't be accumulated in a short time. Some small companies blindly believe that they can create brand effects through the hype of events. The brand built in a short time is not a brand in full sense, but only a symbol, which was mentioned by the public in a certain period of time and within a certain range. To be a brand, we should persevere and not change the brand elements at will. As some small companies grow and develop, they will change the brand positioning, brand image and other factors determined at the beginning of their business at will. Enterprises are changing and products are changing, but the positioning of brand image should be consistent from beginning to end. Brands should be integrated into corporate culture, attach importance to the richness of brand culture, be good at excavating the intrinsic value of brands, and pay attention to the cultural creation of brands, so as to cultivate consumers' love, trust and loyalty to brands. Successful brands show that the richer and longer the cultural connotation of the brand, the more related to people's activities, thoughts and emotions, and the more attractive it is. It is not easy for a small company to be a brand, and it is even more difficult to protect the brand.