Based upon your business plan i.e. your growth plans, determine to what extent you should be branding or advertising your company in the first place. Then you may gather your team(s) to begin regularly meeting – and writing. Plan on doing a lot of either or both.

Conception is the mother-in-law of all invention.

Hire your agency to begin writing and designing and/or printing and producing, based upon your writings, combinations of coordinated remote and face-face meetings, and mutual understanding of mutual accountability down the line. Focus on the mediums that best communicate the message.
Be original.

Calculate the target audience(s)- and best bang-for-the-buck. Project return on investment (ROI). Employ methods to capture and report on individual and market response – as well as overall perception. Adjust tactics and procedures based upon response. Rinse and repeat as necessary.