In an ideal world, one should brand its company before its launch. But an ideal world is hardly the world an entrepreneur works in.
It is therefore normal to come across brands that have started their business operations without a brand strategy in place.
That isn’t to say branding is not important. Branding is indispensable, especially if growth is part of the objectives.
Good branding creates trust. Trust attracts loyal customers who support and recommend you to other people they know. Positive word of mouth then entices new people to become your customers.
Besides, the longer you wait to invest in branding, the more likely you will be looking at a rebrand of your non-brand.
Thus, if you can brand your business before you launch, choose that route.