Why Most SMBs Get Brand Building Wrong
If you’re a small or medium business owner in India, chances are you’ve been told to “invest in ads” the moment you think about launching your brand. But here’s the truth: in 2025 and beyond, starting with performance marketing and ads is a mistake.
Your audience doesn’t want to be sold to immediately. Instead, they want to hear about you, read about you, and trust you before you pitch your product or service.
Step 1: Build Awareness Before Advertising
The first step in building your brand isn’t running Facebook or Google ads—it’s building credibility and visibility.
Ways to do that:
- Media Coverage & PR – Get your brand mentioned in local newspapers, digital platforms, and industry publications.
- Press Releases – Share your story, your “why,” and your mission. Make your audience curious about your brand.
- Thought Leadership – Publish guest articles or participate in industry panels.
When people see your brand being talked about in trusted spaces, they remember you more easily and are more likely to listen when you eventually advertise.
Choose the Right PR Medium for Your Audience
Not every PR platform works for every audience. For example:
- Millennials & Gen Z – They don’t pick up newspapers often, but they are active on Google News, digital publications, and social media. For them, PR should be digital-first.
- Gen X & Baby Boomers – Many still value traditional newspapers, magazines, and TV coverage. If they are your audience, these channels build stronger trust.
👉 The key is to match your PR platform to your target audience’s habits. Don’t just “do PR”—do it where your customer actually spends time.
⚠️ Stay Away from Paid PR That Looks Like Ads
Many agencies offer “per article” placements, which usually land in the advertorial section—basically advertising disguised as news. Readers spot it instantly, and it doesn’t carry much credibility.
Instead, aim for editorial coverage—where your story is picked up because it’s genuinely newsworthy and valuable. Editorial PR creates real influence and trust, while advertorials often get ignored.
Step 2: Define Your Target Consumer Clearly
Don’t try to appeal to “everyone.” Instead, ask yourself:
- Who exactly is my ideal customer?
- Where are they located (metros, tier-1 cities, or pan-India)?
- What problem does my product or service solve for them?
By narrowing down your target group, you create a sharper message that connects emotionally with your audience.
Step 3: Create Buzz in Your City Before Going National
For Indian SMBs, metros are the first battlegrounds—Delhi, Mumbai, Bangalore, Chennai, Hyderabad, and Kolkata. Building brand awareness in these cities gives you a strong launchpad before scaling to other regions.
Ways to build buzz:
- Host community events or workshops
- Partner with local influencers who share your brand values
- Get featured in city-specific publications or radio channels
Step 4: Add Ads Later—As Amplifiers
Performance marketing (Google Ads, Meta Ads, LinkedIn campaigns) should come after you’ve already built curiosity. At this stage, ads act as a booster, not the foundation.
Ads work best when your audience has already seen your brand in PR, media, or events—so your ad feels like a reminder, not a cold pitch.
Step 5: Leverage Implementation Programs & Workshops
As a marketing and sales specialist working with SMBs across India, I’ve seen this first-hand: businesses grow faster when they combine strategy with action.
That’s why I run implementation programs and one-day workshops in different cities. These sessions help SMB owners:
- Understand branding beyond ads
- Build practical PR & marketing roadmaps
- Execute with clarity, not confusion
(💡 If you’re an SMB owner, keep an eye out for upcoming city events—your metro might be next!)
FAQs
Q1. Why is PR better than ads when launching a brand?
PR builds credibility and trust. Ads only work well once people already know about your brand.
Q2. Should small businesses in India still spend on ads?
Yes—but only after building awareness. Ads should amplify your presence, not create it from scratch.
Q3. How do I get media coverage for my small business?
Start with local newspapers, digital publications, and press releases. Even regional coverage makes a big difference.
Q4. Which cities are best to start brand building in India?
Metros like Delhi, Mumbai, Bangalore, Chennai, Hyderabad, and Kolkata are great launchpads for visibility.
Q5. How do I choose the right PR channel for my audience?
Think about their habits: Millennials = digital-first, Gen X = newspapers & TV. Align PR with how they consume information.
Q6. Should I pay for PR articles through agencies?
Avoid it if possible. Paid PR often ends up as advertorials with low impact. Aim for editorial PR that carries credibility.
Key Takeaways
- 🚫 Don’t start with ads—start with PR, media, and trust-building
- 🎯 Match your PR platform to your target audience’s habits
- ⚠️ Avoid paid advertorial PR—go for real editorial impact
- 🌆 Focus first on metros before scaling nationwide
- 📢 Use ads later, only as amplifiers
- 📚 Attend workshops/programs to execute branding effectively
Final Word for Indian SMB Owners
If you’re running a small or medium business in India, remember: 2025 is about influence, not interruption. Don’t waste money shouting through ads before people know you. Build your foundation with PR, media coverage, and trust.
Once your brand has visibility, ads will become far more effective—helping you grow sustainably across metros and beyond.