How do Small Sellers or Newbie do Product Branding

Branding products is always a concept most sellers keep in mind but never do, many e-commerce seller probably have seen many brands grow rapidly around themselves, only at that time they start feeling regretful and they do nothing again because they feel its too late already, or some people feel its very hard to brand products, they feel it takes thousands of dollars to do it, well, that's definitely not true. We say the rich has his own troubles, the poor has his own happiness, same with small brands