As soon as possible. It is ideal to involve design thinkers and brand strategists in the imagining and planning stages.  Treating the brand as an afterthought or an add-on limits the influence that the brand will have on strategic initiatives such as new product development, exterior landscaping, or culture boosting incentive programs. Brand strategists have a keen insight that guards the consistency and drives the brand for optimal kick. Brand can’t live in the marketing dept anymore.