Instead of hoping for a feature and adding it to a bulleted list, you can just start trying it out and see if it works. If so, great! If not, move on and find a new solution.

Also, 37signals has talked about not being defined by what you do or what your product is, but evolving who you are and letting your product line reflect that over time.

I work with clients on these issues every day (it’s all I do). there are varying degrees of being ready to do the brand work.

If you’re new to what you’re doing, spend some time on the big questions — but don’t agonize, because it will change as you do and learn, as you pointed out.

On the other hand, after you’ve been going down the path for a while THEN it is worthwhile to take a breath and start to integrate what you’ve been learning into a more powerful strategy. At that point, you’re probably ready to turn the basics into something more hard-hitting, emotional and differentiated.

What I’ve learned is that businesses often underestimate the real value they provide, so they position their businesses too generically. It’s useful to understand your value and translate it into a “big idea” for your brand. It makes it easier to let those you can help most know why your business/product is going to be a great fit for them.

thanks,