https://techcrunch.com/2022/03/16/atomics-hadley-wilkins-defines-the-why-what-and-how-of-brand-building-at-tc-early-stage/

In the early stages of building a startup, founders need every competitive advantage they can bring to bear. You’re not only competing against established players, but also with other pre-launch startups gunning for the same market opportunity.

While it’s natural to focus on finding product-market fit, testing and iterating your MVP to launch-worthy status, adding brand building into the mix right out of the gate will help you build a foundation for scalable success.