I got an awesome question today from Isabella today… she asked:

“When is it time to get branded when you just started out?“

Here’s my “off the cuff” and “shot straight from the hip” answer – with an important caveat:

it really depends on the business and market you’re in [and there are some times branding is critical]… but for many service based businesses – perhaps this will help you:

I feel that for the majority of service based business owners [especially consultants] – actually don’t need a brand upfront!

???? WWHHHAATTT… did I just say that?!?!?!

Yes!

Even though I’m a branding person,
and I could make a lot of money off someone starting out!

Here’s why I say I think you may not need a brand.

Julie* [totally ficticious name that I pulled from the ether]
starts her consulting business.

She gets a shiny brand.

Now she looks legit.

So she goes out there + finds her first 5 clients
+ offers her “service”.

She then realises she doesn’t like that client,

Whomp Whomp!!!

She also discovers another talent she didn’t know existed before,

or she finds that she hates doing x, and decides to start doing y…

…she tweaks her offering.

She also figures out what makes her business unique,

…and 6 months into her business…

the original brand no longer fits!!!

Now… her business has changed, her offer has changed, her ideal client has changed… and she has to spend all that money starting again!

Julie should have invested in some brand coaching first.

Once she has tested her clients, offer, brand direction – and feels more settled [but knows that the brand isn’t at the level her new service is] – THAT is when it’s the right time for her to brand.

Did that help you too???

Naturally it sparked some discussion + I received a follow up question…

[thanks Susanna!!!]

“Tell me more about that earlier process for the newbs Emma. I think that’s key. I am particularly interested in what you’re saying about brand coaching.”

If we refer back to Julie’s situation…

A smarter play, would be to invest in building her brand foundation [the brand coaching I was referring to] . 

The brand foundation is made up of the following 4 focus areas:

➞ Brand Goal
➞ Unique Positioning
➞ Ideal Clients
➞ Clear Offers

…and by getting dialled in on those key areas

she’d have short-circuited the brand process and saved her 6 months of frustration, at least

We find that many businesses who are starting out – aren’t sure what to offer, to whom, and how to go about explaining what they do. The result, is that they waste the first 6 months going around in circles trying to figure it out on their own.

Our brand roadmap process is designed to help startups build that foundational plan… giving them the clarity and confidence to move forward. 

With this clarity in place…

Julie could have focused on positioning her offer, getting herself out there, bringing in clients, and testing the model… all without a full brand.

Once the model felt settled, she would then have clarity + traction behind her – resulting in being able to build a clear brand.

When Is Branding Essential From Day One?

While many service-based founders can start without a full brand, there are situations where investing upfront is a smart move.

Here are a few:

🔹 You’re entering a highly competitive market.
If your industry is saturated and credibility is key, having a professional brand can help you stand out and be taken seriously from the start.

🔹 You’re launching a premium-priced offer.
When your service is high-ticket, your brand needs to reflect the value you’re delivering. First impressions matter.

🔹 You’re backed by investors or external partners.
If you’re seeking funding or collaborations early on, a clear, professional brand builds trust and shows you’re serious.

🔹 Your business model is well-defined from the outset.
If you’ve spent months refining your offer, ideal client, and positioning before launching (e.g. transitioning from a senior corporate role into consulting with clear expertise), investing in branding can accelerate traction.

🔹 You’re product-based or launching a scalable online business.
For physical products or online programmes, branding is crucial to build recognition and differentiate in the market from day one.

Some last Thoughts…

If you’re still in testing mode, focus on building your brand foundation first. Clarity here will save you time, money, and rebrands down the line.

But if you’re ready to position yourself powerfully in a competitive market, investing in your brand isn’t just aesthetic – it’s strategic.

If you’re unsure where you stand, reach out to us to figure out your next best branding move.