New online business - full branding/design or launch basic?

CAT11

I'm in the early stages of starting-up an online business - one that exists solely online (no shop etc). It's in the fashion/style sector and needs users to join and start engaging with the concept, using the online service etc.

Big question right now is - do I launch a basic version to get the concept out there, encourage members to join, get used to the concept etc; or do I pay for a full branding exercise to create a strong identity/design of the site to encourage engagement and then launch?

Getting conflicting advice but would like to canvass opinion from those who have done similar. It's a bit 'chicken and egg'...!
Many thanks!

binkyboo_2

I have recently done a basic website for a new business advertising their services etc. As soon as it went live and the client saw how good it was she wished she had gone with her original ideas and only 2 weeks after it went live we are now building her original concept the online ecommerce store and have expanded the website to include all the things they knew they wanted but didn't think they would need immediately.
I think you need to think about whether you want your concept to start basic and evolve over time and grow according to customer feedback and evaluating what is working and what isn't or whether you want to take more time at the beginning establishing and researching your concept before you go live.

paddyrg

Start basic and grow with demand. Nokia made gear for fishermen before phones, you can never predict which way the market will lead, so may the branding follow the demand :-)

paulwf

A lot will depend on what you can afford. Have you got quotes for both approaches? Do you *have* to make it work or can you afford to take a risk?

My feeling is that you are in a very image/brand led industry and your concept requires a high level of customer engagement so I wouldn't cut any corners. If you can afford it I'd do it right first time.