As marketing continues to evolve, more insights into the concepts and components that make for a winning strategy come to light. Although certain portions of the marketing arena have evolved quickly, leading to perpetual changes to best practices and successful approaches, the broader perspectives on what it takes to create a unique brand image that entices target markets are somewhat steady, at least in the short term. It is important to mention that each small business owner will need to decide upon a customized approach to his or her marketing plans. There is no such thing as a cookie-cutter approach that can benefit all companies, and if anyone tries to sell you such a concept, move on. There is simply no way that the optimal brand image, and the communication involved therein, will be sculpted from a standardized set of practices. However, guiding points can always help to get the gears turning and brand voice moving in the right direction. So, aside from having tight control and plenty of evaluation involved in each campaign, ranging from email marketing and direct mail to social media and beyond, entrepreneurs might want to begin to consider some of the overarching techniques and underlying components of branding that can set them up for success.