The most important aspect of advertising your brand or business is understanding two things.
First, what do you want to convey about your brand?
Second, what do you what the outcome to be?
Before beginning any advertising, ensure that you can answer the two above questions. Sure you can have someone else build the answers to these questions and your advertising plan. However, it is pertinent that you understand on an intrinsic level the goal of your marketing, the current public perception of your brand, and the potential impact of creating or not creating a marketing plan. These things can be known surely if you set the tone for what you want and expect from the advertising you create or that you have created on behalf of your brand.
Don't overthink this, just do it! Create goals and ideals for everything you do in and for your business. Intentional Creation!!!!!!