You keep asking yourself if you really need an expensive logo and fancy business cards or whether you could save money here? Well, it comes down to a very easy rule: Product beats Brand – but Brand beats Competition. If your product is unique in value and it brings a perfect solution to a problem your customer is facing you don’t necessarily have to invest big into branding at this point. Logo and Identity are pretty secondary in relation to the service and experience your product provides for the customer. But branding does become interesting the moment you have competition and your brand appears in relation to others offering the same kind of product. Like on an expo, on the internet, and in the mind of your customer.