There are two prevailing perspectives on brand development for new businesses. One suggests that brand strategy is essential from day one, while the other advises focusing solely on the business—its products, services, and sales—ignoring branding altogether.
Both views are quite extreme, and as with many extremes, neither is truly effective. As a brand strategist, it might seem natural for me to advocate prioritizing the brand, but reality is rarely so black and white. My take? Don’t neglect your brand—it’s your reputation, shaped by every action and interaction from day one. But don’t rush into an expensive brand strategy if you lack the funds to implement it meaningfully. Below, I outline the best branding approach for each stage of your business journey.
Stage -1: The Birth of an Idea
This is the very beginning—just an idea in your mind. Perhaps you’re still employed and considering starting a business on the side, or maybe you’re ready to leave corporate life altogether.
At this point, focus first on your business model and offering. Start testing your idea in real life. If your idea is still vague or you’re unclear on what you should offer or what your unique value proposition is, consider developing the foundation of your brand, but approach it from a business perspective. Define your expertise, potential audience, offering, message, and basic business model, which will give you the clarity and confidence needed to move forward.
There is one exception to this path, however. I often work with women who are currently in corporate roles yet envision a future in entrepreneurship. Many of these women want to start distilling their expertise and shaping their personal brands while still employed, laying the groundwork for a smooth transition when they eventually make their exit. This is an ideal moment to engage in foundational brand work—clarifying their unique strengths, defining their long-term vision, and establishing a core identity that resonates with their future audience. By developing this strategic foundation now, they’ll be well-positioned to launch their brand with clarity and confidence when the time comes.
However, I wouldn’t recommend a high-cost, full-scale brand strategy or visual branding at this stage. Without a tested idea, target audience, or a clear sense of yourself as a business owner, a premature brand identity might not stick, especially as you’re likely to pivot many times. Flexibility is key here.
Stage 0: Business Launch (0-1 Years In)
You’re ready to take the plunge. You’ve tested your business model, shared it with friends and family, and confirmed there’s demand. Now, is it time for brand strategy?
Yes, but only if you have the budget not only for the brand strategy itself but also for marketing and day-to-day business operations. At this stage, focus on refining your business model, defining your unique differentiator, and seeking feedback to grow and hone your skills.
Begin to build awareness by putting yourself out there. This doesn’t mean diving into heavy social media presence; it simply means letting people know you exist so they can buy from you or refer you to others. Allow yourself to test different approaches and messaging here. You don’t need to be perfect—just present.
Stage 1: Early Business Stage (1-3 Years In)
If you’ve been in business for 1-3 years but still lack a clearly defined brand, now is the time to prioritize it. By this stage, you’ve likely built a client base, tested your concept, proven demand, and refined your skills. Your next challenge is standing out in a crowded market full of similar services and voices.
A solid brand strategy provides clarity about who you are, what you stand for, whom you serve, and what makes you different. It defines your unique space in the market and creates a strong impression in your audience’s mind, positioning you as the only one who can solve their specific problem.
Brand strategy gives your business a competitive advantage and creates a solid foundation for growth. Your brand is not just a logo, color scheme, or tagline. It’s your reputation, the handshake, and the gut feeling people have about you—elements that ultimately influence whether clients see you as worth the investment.
At this stage, your business deserves a strong, memorable brand that represents you, even when you’re not in the room.
Stage 2: Mature Business (5+ Years In)
If you’ve been in business for more than five years, you’re likely doing well. According to statistics, half of all startups fail by year five, and only about 30% make it to year ten.
If you’re one of the survivors but still feel like you’re in survival mode or constantly competing, take a closer look at your brand. If you’ve delayed investing in a brand strategy but keep spending on sales and marketing tactics that don’t yield sustainable results, it may be time to think long-term and solidify your market position.
If you already have a strong brand and reputation, congratulations! But don’t stop here—there’s always room to evolve, whether through refining your positioning, targeting a new audience, building thought leadership, or even expanding your team.
Afterword
Brand and business aren’t separate entities; they’re deeply interconnected. Your business and sales are essential for survival and growth, but a well-defined brand elevates you beyond being just another option. It helps you avoid competing solely on price, over-investing in short-term marketing tactics, burning out on social media, or feeling insecure about your worth and future.
Remember, brand building is a process and a journey. As your business grows and evolves, so will your brand. There’s no need to rush; focus on each stage, and let your brand develop organically alongside your business.
I hope this guide offers clarity on where and when to focus on brand versus business. And if you need more direction, you know where to find me.
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