Before a consumer ever tries a product, before they ever experiences all the benefits for themselves, and before they can prefer it to any other product, they must engage with a brand's visual and verbal expression. This expression will be the first encounter that gives them a clue about the product and the promise of the brand to meet their needs..
If a company invests all its time and energy in R&D but the branding is an afterthought, the very first encounter with the experience of a brand will be left up to chance. It should be intentional!