New ventures often start their brand with a name and a logo. They are visible, satisfying decisions. They are also the hardest to get right before anything else is settled.
We work in a different order. First the audience: who the business is for, and who it is not for. Then the problem it solves for them, in their words rather than ours.
Positioning comes next. What does this business offer that the alternatives do not? Why should the people it serves choose it, and believe it? A clear answer here makes every later decision easier.
Only then do we name and design. A name chosen for a defined position can carry meaning. An identity built around it has something to express. Without that, both become a matter of taste.
This order also saves time. When the position is agreed, reviews of names, logos and messages stop being debates about preference and become checks against a shared brief.
A coherent brand is one of the ways a business reaches its first customers. Getting the order right is how we build it.