A client had a beautiful logo, genuinely stunning. Clean, modern, perfectly executed. But when you looked at her Instagram, her website and her proposals side by side, it felt like talking to three different businesses. Fonts that changed, inconsistent tones of voice, visuals that did not match. The problem was not the logo. It was the absence of branding.

When I worked with my first client on her launch, she asked me this exact question. And I realized the real answer is neither. It is a question of sequence. Since then, I have heard this question dozens of times. And every time, my answer is the same: it depends on what you want to build, and over what timeframe.