Start small, prove out the real business need, concentrate on learning how to sell or convert and then retain customers, and you're setting yourself up for bootstrapped business success.
Going cheap on your brand development could not only lead to a disconnect with potential customers, but could also result in your company shutting its doors as a result of low sales.
The early stages of a business are a careful mix of vision and flexibility, and that how you implement this mix will have a lasting impact on your business.