The title of this article is rather a trick question. The fact is you have a brand already. Everything does. If your brand is essentially your reputation, then your brand is created through the relationship it has with it's audience. Small businesses don't consider their brand unless they think there may be a problem, and something is holding them back.
Issues like:
• an unmotivated staff • lack-lustre sales • poor customer service • a tired brand image • bad PR
... to name a few.
In order for your brand to grow strong you have to fix the broken parts. Taking a hard look at what your brand stands for and determining what your differentiator is will correctly define your brand. Leaving it broken compounds the problems. So to answer the question posed in the headline, I'd recommend a little of both, because they really can't be separate issues. Solving one, strengthens the other.
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