At Vidyard, I focused on brand at Day 1/ground Zero. Depending on your market, it's likely true that (in large part) people don't buy what you do, they buy why you do it.

You're organization's brand is the only way to reveal culture to potential customers and recruits. A solid brand (logo, colours, style, method of communication) will help you close deals (both customers and employees).

That said, depending on your role (assuming you're the "business guy") your brand should be built by you (you are the brand).

Time to think about it = always
Money to spend on it = Logo (99 Designs - this should also dictate your colour scheme) Everything else (sales collateral, website design, decks, etc.) should be built by you.