NEVER start a business because you fall in love with a brand you invented.

Every day, I run across people who do just that, putting the cart before the horse. Because of what I do for a living, chiefly these are domain owners who (in the absence of any buyer for their inventory) concoct a website to justify (in their own minds) whatever domain they purchased. Typically these are projects they'd never have undertaken but for the accident of domain ownership.

Project first. Branding second.