Brand building is a systematic and long-term project, and brand awareness, reputation and loyalty are the core contents of brand building. With abundant financial and material resources, large enterprises can build brands step by step through hype, advertising bombing, large-scale public welfare and sponsorship, and stimulate and attract consumers' buying impulse by establishing brand advantages. As developing small and medium-sized enterprises, do they need brand building and how do they do it? Many small and medium-sized enterprises still have many contradictions and doubts on this issue. On the one hand, low brand awareness is the main reason for poor sales, and enterprises also want to build brands; On the other hand, small and medium-sized enterprises have limited funds and strength, so they are worried that advertising in Shui Piao will be in a dilemma. The purpose of brand building is to achieve better sales and business objectives of enterprises, rather than building for the sake of construction. In fact, for enterprises, the process of marketing and sales itself is a process of brand building, but many small and medium-sized enterprises lack effective cognition and planning. Based on years of practical marketing experience, the author summarizes the three-step process of branding of small and medium-sized enterprises, hoping to give some enlightenment to small and medium-sized enterprises: the first step: terminal-expressive consumer's cognition of SME brand mostly begins with the terminal. Therefore, in order to enhance brand awareness and show a good brand image, small and medium-sized enterprises must make more efforts in terminal expressiveness. Terminal expressive force includes: terminal popularity, terminal display specifications, terminal personnel quality, etc. The terminal expressive force will have a direct impact on brand building. Many emerging brands, although they have not seen advertisements in newspapers and TV, still sell well in the market, such as Iger clothing, which makes good use of the terminal expressive force, establishes brand awareness and drives sales. How to build a brand through terminal performance? The main points are as follows: 1. Maintain good terminal popularity of product brands, so that consumers can see their own brands at different terminal sales points, such as different stores, supermarkets, community convenience stores, wholesale markets, etc. When they are in contact with brands in different consumption environments, consumers will unconsciously remember the brand and gradually become curious and interested in it. Good brand terminal awareness is the most effective way for small and medium-sized enterprises to improve brand awareness. In order to maximize the popularity of brand terminals, enterprises need to distribute products as much as possible within a certain market scope. Of course, distribution is not blind, and it must be carried out in a planned and step-by-step manner. The distribution area, the number of terminals and what kind of terminals are used to distribute goods need to be formulated according to the marketing strategy of the enterprise, and at the same time, the factors of commodity flight and price competition should be considered. People in suits and ties make people feel comfortable at first sight, unkempt appearance will make people disgusted, and different dresses will give others different impressions. The terminal display of a brand, like whether the brand wears a suit and tie or is in close contact with consumers in a unkempt manner, will directly affect consumers' evaluation of the brand. Good terminal display not only helps sales, but also makes consumers feel good about the brand, which is also one of the ways to improve the brand reputation. Small and medium-sized enterprises should keep the terminal display as beautiful as possible. Even if the terminal display area is limited, the brand should always maintain the uniform gentleman demeanor of suits and ties at different terminal sales points to strengthen consumers' goodwill and cognition of the brand image. Never wear a suit and tie for a while, and be unkempt for a while, which will make consumers confused about the brand image. 3. The quality and image of terminal promoters are part of consumers' cognition of brand image. Promoters themselves represent the image of the enterprise, and good manners are more likely to win consumers' goodwill towards the brand. Therefore, when selecting promoters, SMEs must consider the influence of promoters' image on product brand image, and consumers will transfer the evaluation of promoters' image to the evaluation of brand image. Promoters with heavy makeup and fancy clothes will make consumers feel that this brand is frivolous; The personable and polite sales staff will make consumers feel that the brand is calm and pragmatic, and they will feel very comfortable when buying the products of this brand. The second step: the advertising promotion terminal has been laid and the display is standardized. This time is the time for the brand to shout (advertise). Advertising can further enhance the brand's popularity and reputation, but advertising is also the most worrying thing for SMEs. Small and medium-sized enterprises also know the importance of advertising in today's market, but their funds are limited, so they have the courage to spend a lot of money on TV stations. There are thousands of ways to reach the other shore, and there are thousands of advertising media that consumers contact. Small and medium-sized enterprises do not need to consider big media such as TV advertisements. In fact, there are many low-cost and effective advertising media, such as terminal POP advertising, online advertising, bus advertising, banner advertising, wall advertising, dealer advertising, direct mail advertising, newspaper listing advertising, SMS advertising and so on. There are even some places where TV advertisements can be used. As long as these low-cost advertising media are well integrated and used, they will play a bomb role. Both selling advertisements and brand image advertisements can improve the brand awareness of products, and the specific advertising strategies should be formulated according to the current situation, competition and consumer demand dynamics of enterprises. The third step: public relations-affinity brands are like people. People have personality, and brands also need connotation. People's words are like advertisements, but if they just talk and don't do it, they will only leave people with the image of big talk and empty talk. How specific this person's personality is and how others evaluate it depends on what he has done. Qin Gui is well-known, but the image he left behind is really immortal. This is because he is insidious and cunning, undermining loyalty and kindness; Lei Feng's popularity is higher, but the public respects, loves and misses him when they think of him. This is because he is brave and does good deeds without leaving a name. The image cognition left by the brand to consumers comes more from the actions of enterprises. For the brand of small and medium-sized enterprises, after having a certain brand awareness, we should consider how to enhance the brand reputation and loyalty, and further let consumers increase their goodwill and cognition of the brand. Public relations activities can better improve the affinity of brands and win the goodwill and respect of consumers. To do good deeds (public relations), enterprises should be good at grasping opportunities and learn to create momentum (hype). The key is to attract the attention of the public. Common public relations methods are: sponsorship, participation in public welfare activities, etc. As small and medium-sized enterprises, they should be good at discovering public relations opportunities, make full use of hot news and events concerned by the public in the local market, add points to their brands, and let their brands be more deeply implanted in consumers' consumption consciousness.