Before you even start to consider what your brand looks like and represents, it's critical that you understand what your "why" is.
Why does your company do what they do?
It's a value proposition question that truly tests your knowledge on your market positioning.
If you genuinely care about your (future) customers, take the necessary time to consider your brand, consider your mission, fix your vision, and align your company culture to your core values.
Taking the extra time to get this right ahead of time will alleviate the many growth pains that come with success.