When Is the Right Time To Start Thinking About Brand?

In our line of work this is a common question, but my team and I have realized it's actually the wrong question. The real question people mean to ask isn’t when to think about brand, but rather when to consider which aspect of brand. The problem is that brand means so many different things to different people, so we've become fond of asking, "What is brand to you?" We pose this question as often as we can, in workshops, discovery calls, and networking events—asking it roughly 1,500 times a year, and we find people's answers usually depend on the aspect of brand they are focusing on the most.

So, when should you think about brand? It depends on which aspect you’re focused on. Let's get into it.

ASPECT #1: IDENTITY OR PURPOSE

The first aspect of brand you'll encounter is its philosophical identity, or purpose. And when is the best time to think about it? Immediately. As soon as you have a business idea and are committed to bringing it to life, ask yourself: Why? Why does this matter to you? Why do you care? Why pursue this when there are easier ways to make money? Why will it be worth the late nights and long hours?

Your brand purpose is your North Star, guiding you through strategic challenges, motivating you during tough times, and serving as a benchmark to ensure you stay on course. Iconic brands like Apple, Nike, Starbucks, and Costco had a clear sense of identity from the start, which fuels their long-term success to this day.

WHEN TO THINK ABOUT IT: Immediately

REASON: No time like the present to make good decisions.

ASPECT #2: POSITIONING

The second aspect of brand you'll encounter is positioning. At its core, great brand strategy is about identifying the strategic position you want to hold and then developing a plan to claim and maintain it. Brand positioning is the space you occupy in your audience's mind relative to the competition.

For example, hotels offer a structured, high-quality lodging experience with many amenities while, relative to that market, Airbnb solves the same basic problem in the most minimal way possible. Supermarkets offer a variety of household goods, while 7-Eleven sacrifices value for convenience and Costco sacrifices convenience for value. To define your positioning, you need a clear understanding of the competitive landscape—what positions are occupied by your competitors and where there’s room for you. Without this insight, you risk developing your business without knowing where you can stand out in the market or how you want to be perceived by your audience.

WHEN TO THINK ABOUT IT: Early product or service development.

REASON: Save time and energy in the development process. Avoid your first pivot or two.

ASPECT #3: EXPRESSION

The third aspect of brand you'll encounter is expression. This is how that philosophical identity gets communicated to the market. Brand expression isn't about reflecting your personal taste, nor is it about conforming inauthentically to your audience’s expectations. It’s about expressing your brand's "reason for being" in a way that is appropriate to the social context in which it exists, without losing its authenticity.

Brand expression includes verbal identity (messaging, voice, tone), visual identity (style, aesthetics), and brand experience. The best time to be thinking about this aspect of brand is as soon as you engage with people outside your team—whether potential investors, advisors, or early customers. Consistent messaging, design, and experience will allow others see the power and potential of your brand the way you do.

WHEN TO THINK ABOUT IT: Before interacting outside your team.

REASON: Optimize your ability to clearly convey the potential and value of your idea.

ASPECT #4: ACTIVATION

For whatever reason, this is what most startups are thinking of when they talk about brand. Brand activation involves the tactics and activities you’ll use to achieve the strategic objectives established by the earlier aspects of your brand. Once you understand why your business matters to you, why it matters to your customers, and how to communicate that effectively, you can define the activities that align with your brand’s goals. This might include social, content, or media strategies, but the focus should always be on activities that consistently reinforce your desired position while staying true to your original purpose.

When done well, this reduces the need for frequent pivots, and if a pivot does happen, the purpose remains intact shifting only how you'll achieve that purpose. If you're asking, "What activities will build a strong brand?" before you've covered the other aspects of your strategy, or "Shouldn't I wait to build my brand until I have product-market fit?" you likely aren't thinking about your company very strategically, leaving you vulnerable to a number of fatal pitfalls.

WHEN TO THINK ABOUT IT: After your first few customers when you've identified a beachhead market.

REASON: It only makes sense to invest in targeted campaigns once you are sure of who you're targeting.

IN SUMMARY

• PURPOSE: How do you expect to build a meaningful business and stay with it for the long haul if you don’t know why it matters? Do this immediately.
• POSITIONING: How do you plan to build a product or service without understanding the place you occupy in the market? (One of the top reasons startups fail is "no market need") Do this early during customer and product development.
• EXPRESSION: How will anyone believe in your brand if you can’t communicate clearly, consistently, and concisely? Do this before you start sharing your idea or entering the market.
• ACTIVATION: How will you know what activities to engage in if you haven’t figured out the rest of the strategy? Do this as you’re approaching product-market fit and preparing to scale.

A FINAL CAVEAT

Am I saying you need to spend hundreds of thousands of dollars with a big agency from day one? No. What I’m saying is that you need to start thinking seriously about these elements early on and refine them over time. Begin by doing it yourself, then bring on an advisor with experience in your market. Next, hire freelancers to enhance your work. Finally, when you're ready for your brand to mature and become a true value-producing asset, invest in professionals to take it to the moon.?

We love delivering this as a workshop for startup ecosystems. If you'd like us to take your portfolio through the 4 aspects of brand, let us know.

Damien Foord is an Air Force veteran and creative entrepreneur that has advised hundreds of brands in Silicon Valley, including LinkedIn, Tesla, Adobe, and many more. He is a cofounder of Prismonde , applying cognitive science to business strategy and brand development and speaks on organizational identity and human-centered innovation.