Yes, starting with your brand identity is always a good way to start but if you are just looking at the technology side of this then we would recommend a few thoughts to consider. 1. Road mapping your site growth goals for at least the next few years a. Think about the number of products, transactions, content strategy and UX/UI design requirements. 2. Determine the most viable CMS and infrastructure to facilitate the level of eCommerce you will need. 3. Understand limitations (if any) your bank may have to facilitating online transactions. Your ideal is to minimize the costs associated with using various solutions like PayPal and Square by finding a bank that can manage both sides for you with a Payment Gateway (Chase Bank). It sounds like you have a simple need that may just need a WordPress CMS with a plugin to WooCommerce or another open source e-commerce solution.