Brand development isn’t a single project. It’s a continuing process, and it’s the lifeblood of your business. It’s impossible to attract great customers and great talent unless your brand strongly resonates with them. Your choice isn’t between having branding and not having branding, it’s between effective, memorable branding and a poor and muddled one.
That means you can either ignore your brand and let the chips fall where they may, or you can be proactive and craft a brand that meshes with your strategy and your identity.