I have had this conversation for most of my career and it is often with highly technical founders re brand building: similar to "culture eats strategy," when it comes to building a brand from the ground up, the message is WAY more important than the tactics. 

You have to decide what you want people to know about you in simple, crisp terms. Then you can go start doing stuff (and there is infinite stuff to do) that amplifies that message. Teams can get bogged down in the conversation about tactics for way too long, because tactics is what you see when you're trying to reverse engineer brands you admire but that's not how they do it. Over-rotating on tactics won't get you anywhere and it's a waste of time until you know what you want to say.