I know I'm repeating myself.
It's not a question whether to do branding or not.
It's not whether you have a brand or not.
YOU HAVE A BRAND.
There is only one question:
How helpful or destructive, to your business, is your brand?
If no one has ever heard of you or your products or services, your brand is destructive then, isn't it? Because you can't get anywhere standing still.
If your brand represents something people don't want or are just bored with, if they can't remember your brand as different than any other, or they confuse it with one of your competitor's, your brand is a negative, right?
Let's look at the other side of it. If your brand is well thought-out, if it is memorable, differentiated, and represents things which are desirable, if you are taking effective action to get your brand noticed, well then, that can be quite a plus.
The name of this blog is "Market or Die." Honestly, it could just as well be "Brand or Die."