In general, the startup community underinvests in branding. Branding is not simply a name, a logo, or a slogan—it’s a reason for being and the expression of that reason in every product, event, and campaign.
It’s a point of view. It’s critical for entrepreneurs to sit down at the earliest stage and define the architecture of their brand: an overarching purpose, a set of core values, a statement about what the brand is and what it is not. I’d even suggest doing this before settling on a name for your endeavor.
Source : http://blogs.wsj.com/accelerators/2013/07/18/neil-blumenthal-branding-is-a-point-of-view/