For family owned small business, business is always personal. And there’s no such thing as work/life balance because life and work blend together. And nobody gets a paid vacation. Not to mention that hiring anyone, even a subcontractor, is more like an adoption.
It's not just money. It's your baby.
Good branding is like good parenting: it's not always obvious what to do, when to do it, or how to do it, and it helps to have someone experienced to ask for advice.