If you are just starting off, the focus should be on sales. Its good to do the groundwork on the messaging and communication strategy, but until there is clarity on unit economics etc, I wouldn't focus on brand.

You build a brand early on by a simple act : deliver consistent value that your customers can rely on.

Around year 2 or 3, when the business model has straightened itself out and the unit economics is stable is when ill focus on doing the larger brand marketing.