After product-market fit but before scaling sales and marketing. A brand identity built before PMF is likely to need rebuilding once the ICP becomes clear — the buyers who were right at the early stage are sometimes different from the buyers who are right at scale. A brand identity built after PMF but before scaling gives the sales and marketing motion a consistent foundation to operate from. The clearest signal that the timing is right: when the gap between how the company is currently perceived and how it needs to be perceived to win the deals it's going after starts costing real commercial outcomes.
