Without value or good quality there’s no brand. If your brand does not have quality, don’t do the branding because branding cannot mask bad quality. Your consumers won’t come back to you if you have disappointed them with bad quality. First work on quality because it is the foundation of the whole brand.
More than once clients have come to us with the wish to build a brand but their products were plain bad. In such circumstances you can’t fool the client or the consumer and you simply refuse that job. It is unfortunate that people think they can fool other people. They can’t. Your product’s bad quality will be revealed before your advertising campaign is over.