BUSINESS PLANNING HOW TO START A SMALL BUSINESS? MARKETING refers to the activities a company undertakes to promote the buying or selling of its products or services. BRANDING It is the process of creating a distinct identity for a business in the minds of your target audience and the general population. PRICING the fix value or the value that is appropriate for your product. It is the process of creating a distinct identity for a business in the minds of your target audience and the general population. STRATEGY while the strategy is a plan of action or policy designed to achieve a major or overall aim.