Small is personal, transparent, and usually relevant.  I enjoy reading about small companies.  I like to see how they got started, what product they created and who they engage as an audience.  Small is the local pizza place that still tastes better than the national chain.  It’s the software company that answers their own support emails instead of outsourcing it to someone else.  People like to feel like they are a part of something, especially something that makes their life better.  As a small company, you can present that opportunity.  You support them, and you can allow your customers to support you.  Open the lines of communication, in and out of your company, surrounding the experience users have with the product or service you offer.  This helps shape the small brand.