With more than 7 years in branding and for 5 years nurturing my own three brands lessons I have learned and you can learn from my experience:
Brand takes time to build. Startups looking to build brands should have alternative income source.
Never compromise in communication quality. If you are advertising or posting in social media, make sure your campaign coordinates with your brand and comprehensive. Otherwise it may tarnish your brand.
Have long term goal. Sometimes you’ll have to let go your business or make losses to maintain brand image. Do let go.