This is from a list of points within an article titled How To Build a $120K per Month Ecommerce Brand in Less Than A Year:
2. Do the research to figure out what you want to be
First you will want to commit to building a brand, and all the challenges that presents. You will have to be prepared to say "no" and stick to your guns. Inconsistency is the death to brands. Spend a lot of time up front to truly understand what you want to be and how you want to present your company.
You certainly don’t want to oscillate on your message to customers about your product. Do spend the time and effort figuring out exactly what you want to say. Once you start marketing, stick to the message.
**Do spend the time and effort figuring out exactly what you want to say.**
A lot of business & branding articles are written as if this is an important, overlooked thing that most people only spend a couple hour's time on. They seem to want to make the case that you should probably spend something like a week's worth of time on it instead.
Building Composure is my case that it's something you should probably spend years on, that developing the kind of self-awareness and inner vision required to truly know what you want to say just simply isn't possible any other way. The alternative is for me to write articles titled "How To Build a $120K per Month Ecommerce Brand in Less Than a Quarter of a Lifetime" and frankly I'm just not into that ¯\_(ツ)_/¯