It's important to think about the brand direction from the beginning.
The "vibe" you want your brand to represent. That's evident through your graphics, logo, colors, and the "voice" of your business. Keep in mind, this is how you're going to bring in the people that most relate to your business, help you stay authentic to yourself, and then position yourself amongst any other businesses in your market long-term.
We always want to think - long-term, because this is what you are passionate about, right?