I don’t think you’re ever too small to start pursuing a brand. Unfortunately, so few small companies these days actually work at having a brand. Why? I think it’s easier to whore yourself out than remain consistent and stay the course to building a brand.

Think about it. You have a brand new web app… someone comes along and says “I’ll work with you, but you gotta let me brand your product.” Chances are good they have something you want. So, you sell yourself. You tell yourself it’s ok… branding is hard, it’s easier to remain the anonymous player behind the scenes.

The problem with that is you’ve just created/expanded/strengthened someone elses’ brand. And they own you. If no one knows who you are without your “partner” and you can’t make a decision for fear of pissing them off, then who owns the company? Hint: It’s not you.

So, stick to your guns and build your brand. It’s the only way to stay independent (and that’s why we got into business to start with, isn’t it?).