A company requires positioning and branding of its offerings in the minds of its target customers. This is challenging for small businesses which have limited resources and budgets. Small businesses adopt a number of new and innovative ideas and initiatives to develop and build their brands. They focus on finding a compelling product, building brands with limited associations, and providing product and service trials. They do optimal utilization of digital communications and depend on word of mouth and creation of buzz. They develop an integrated set of brand elements and leverage secondary brand associations. They utilize their limited resources carefully, conduct low-cost marketing research, and focus on concentrated marketing. All these strategies help small businesses to position and establish their brands in the minds of target customers.