Perception is reality in branding and assuming your company can catch up later on branding efforts can lead to disaster. We've all seen it, new businesses that have chosen the route of "do-it-yourself".
These company's decide to forgo bringing on professionals to handle their brand design identity (and other important business aspects) and most often end up disappointed with the results. You know, the business cards with the low resolution images…the websites with the "under construction" text…the contact information with a web-based email service address (i.g., @yahoo.com)…the inconsistent fliers and so on.
The only people who enjoy these huge branding errors are the competition. Competitors don't mind the new guy showing how inconsistent or off-mark his/her efforts are. They're quick to use those efforts as a tool to gain more clients by pointing out "your" flaws.
Many company's can avoid these mistakes by demonstrating their passion and desire to be known favorably in the communities they serve by bringing in the professionals when needed. This is not to say that every aspect of a business should be outsourced, but if no one your staff is a qualified designer, this is not the time to try-your-hand at creating a logo. And though Quicken® has created the newest version of its bookkeeping software that promises to be user friendly ,does not negate the possible need for training from a professional bookkeeper to get you started.
Company's that decide to "wait until later" usually end up paying more on the back-end to have those important functions done by a professional. By this time they're not only looking at updating collateral, but quite possibly rebranding which can be a difficult transition for a new business. Take a moment to really assess what your brand is worth.
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