WHICH CAME FIRST: THE CHICKEN (BUSINESS) OR THE EGG (BRAND)?

Summary from the TLDR Marketing newsletter

Brand should come first, ideally from day one, because it shapes purpose, mission, and values. Most businesses skip this early step, but building brand foundations early improves message consistency and audience connection. Define brand foundations first, then build business and GTM strategies around them. Companies can revisit and rebuild brand foundations at any stage to align strategy and marketing.