“Once I’m up and running, I’ll invest in building a brand.”

Sound familiar? This is a common mindset among small business owners who focus on marketing and selling but forget that their company is both a business and a brand.

While you may feel like you’re saving time at the moment, ignoring your brand identity only causes more headaches in the long run.

Foregoing branding means your messages may be getting through loud and clear, but produce undesired results and create long-term problems. While not immediately apparent, the impact from this approach will rear its ugly head all too quickly and painfully in various ways: you’ll get more questions than sales, audiences won’t be clear on what you’re all about, and potential customers will buy from your competition.