Pre-website or post-website?
If they're going to be building that first site or spending money to promote it, it's appropriate to take a hard look at the domain name they're building on and advertising.
Good decisions with the domain / brand name generally prevent wasted money and effort for years to come.
That's the 1 step in the process I specialize in. So if they need to choose that domain name (or re-evalute whatever they picked up for $10 during a hurried 5 minutes years before), then I'm the guy to talk to.