I have the name for my company and waiting for the U.S. Patent and Trademark Office (USPTO), to work on my application. Which is one of the first step in setting up my business, the name. Now, I'm working on the general look for my correspondence, business cards, website, etc, and that's branding.
With running your own business, you have to know your limits and know when to go outside for help. I understand design, specially photographic design, but graphic design, isn't my forte, not one of my strengths. I'm ok, but I rather hire an expert.
I've decided to work with the website 99designs, and have a competition from a group of graphic designers work on my branding. You select a color range and decided how much work that you want done. Say you just want a logo design, or business cards, website, etc and of course the price goes up. What's great about it, you retain all the rights to those designs.
Sure, I could develop my own logo, business card, but why not use a professional with experience.