This paper seeks a holistic understanding of brand management in SMEs, incorporating both strategic and operational perspectives. The aim of the study is theory-building, contributing a typology of SME brand management. The typology has two dimensions, namely a primary strategic focus (internal or external) and a brand management capability/operational capability (strong or weak). Four SME brand management types emerge: organization brand identity-driven, operations-driven, organization brand image-driven, and opportunistic. The results have practical implications for SME owner–managers, who can utilize them for planning purposes, to develop the most appropriate strategic orientation and brand management processes to enhance the SME performance.