I'm conflicted between brand (Nike style ads) and direct marketing (FB ad talking about how awesome your product is and telling people to buy it now). Direct marketing has made us the most money so far, but there must be a reason why big companies are doing brand marketing. What percentage of your marketing strategy should be brand vs direct marketing?
If you are just starting off, the focus should be on sales. Its good to do the groundwork on the messaging and communication strategy, but until there is clarity on unit economics etc, I wouldn't focus on brand.
You build a brand early on by a simple act : deliver consistent value that your customers can rely on.
Around year 2 or 3, when the business model has straightened itself out and the unit economics is stable is when ill focus on doing the larger brand marketing.