First things first. What do you consider as branding? Many people distill branding down to a set of design elements that they can leverage to sell their products or services. This is perfectly acceptable if you're a small business or just starting. But if you've been around the block a few times, you know that branding can bring much more meaning to a company. Indeed, it can become the most valuable company asset.

Your brand becomes the gut feeling that your company inspires. It's your reputation before you ever meet your customer or client. It's the first impression you make. You have once chance for that. What are you going to do with it? All of the above is expressed through art, copy, culture, and service. But right here, right now, at what level do you invest? It can be difficult to navigate, so here are some suggestions to consider.

The best time to invest in your brand is when you have cash and before you find yourself cornered by the competition. It's a forward-thinking commitment. Our branding process alone takes anywhere from six to ten weeks. Generating branded content involves resources and consistency, and the benefits are long-term. If you’re aware you need marketing or branding and feel pressure to make money right away, then you’ll be frustrated by the amount of time it takes to see gains. This bit of wisdom cannot be overstated.

Smaller, younger brands can seem to take so long to get off the ground while more successful brands seem ubiquitous and enduring. Apple or Coca-Cola don’t need to advertise in the sense that they’re well known. But the fact that they dedicate so much of their budget and resources to maintaining a brand standard is a big reason they’ve climbed to the top and remained there.