Choosing custom software is not a branding decision. It is an operating decision.
Start with the workflow
Map where information begins, who needs to act on it and where delays or duplication occur. A focused system can then support the process without recreating unnecessary features.
Define the business outcome
Useful measures might include response time, order accuracy, sales visibility or hours of manual reporting removed.
Plan for ownership
Architecture, documentation, permissions, backups and support matter as much as the first release.