When Tesla automotive company adopted the name of a famous innovator, Nikola Tesla, the brand promised to continuously innovate as did its namesake. The brand does not disappoint; it is in the forefront of major innovations such as electric cars, automotive analytics, and autopilot technologies. The intellectuality of Tesla creates as strong brand appeal, even though it does not advertise.
Major disruptive innovators such as Uber and Airbnb also demonstrate their intellectually by coming up with services that connect customers and service providers. Major proponents of the so-called sharing economy, Uber and Airbnb are viewed by customers as smart brands.
Now I have to point out if you are small business probably you don´t have a marketing department, and to take time from serving your customer to keep worrying how you will bring the customers to your door by advertising and keeping up with the evolving online marketing may not be a good idea. Perhaps outsourcing that area of your business maybe something you want to look into it.
Since you are just hiring a service if your marketing does not go well nothing is avoiding you to start doing the old ways, or change the person you did hire for that, what you cannot do is to stay out of using what it is one of the most effective ways to market your business, and that it is to be online active and visible.
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