You probably think it involves an expensive and time intensive process such as hiring an agency, giving them a small fortune, going through a bunch of complex steps, then waiting months until they finally get back to you after working their "magic.
The idea is after all this time, money, and effort they'll emerge from a black hole with the "perfect" brand strategy in place. And if you happen to be disappointed in the outcomes you are essentially stuck with it (unless you want to spend even more time, money and energy).
This is a complete myth. It doesn't have to be that difficult at all.
As a former brand and marketing executive I've partnered with several agencies before and spent upwards of a million dollars on commissioning branding work (sometimes with subpar results) before I realized there is a better way.
I've advised and worked for small businesses and startups, midsize and emerging companies, and several Fortune 500 iconic brands, and I can tell you there is no "secret sauce". It need not take a crazy amount of time, energy, or money to establish a strong brand.
As a creative entrepreneur you can build an influential brand from scratch, without spending a fortune, if you understand the basics.