The objective of this thesis was to find out what brand is and how brand can be built. The final aim was to produce a brand building plan for a work wear company that produces mainly beauty uniforms. This small company has recently started running the business and it needed a concrete plan for building its brand. Company wants to start brand building in very early stage along its daily activities. The data was collected mainly from general marketing literature. The method of research was applied research because the main goal was to combine existing theory with practice to improve the manners of brand building action. Brand can be described as a image that a consumer has built in his mind of a product or com-pany. Brand building should be continuous process that goes through the whole company and it should be operated daily. Strong positive brand gives stronger competitive position and saves money as a long term. That should be remembered also in small companies and even in the early stages of running business. Brand building process starts by understanding the present situation of the company and defining future goals. After these acts company can decide the actual brand strategy and methods for marketing the brand message. The theory of the thesis discusses with the field of brand and brand building from the small company’s perspective. Even though the final product, brand building plan is done for individual com-pany, the theory of this thesis can be used as a short summary for anyone who is interested in brand building. This research could be continued by producing more detailed competitor analysis and marketing plan.