If you are starting from scratch, investing in a just a website is nearly counterproductive if you consider the opportunity cost. If you launch a site without a solid brand feel, there is a major loss of immediate traction. Realizing the shortcomings later will prove to be more costly when you factor in this initial loss, on top of future redesigns to fix the previous problems. You could build a site this way and get (figuratively speaking) 25% of the results you seek, or do a brand and site in unison and get 100% of those results. The results are truly exponential if they are done together, even more so if you are launching a site for the very first time. Short and long-term, it’s better to do it once and do it right.