I’ve been an entrepreneur for the past 20 years and an avid learner and autodidact. I have founded four companies in four different industries- technology, brand communication, e-commerce, TV production & development (Europe & United States), including a 7 figure business. I’ve also helped hundreds of companies to solve their business problems and market their offers.
I agree with all the points mentioned by Assaf + accelerators. But that applies as phase 2, only after you have proof of concept/MVP that works/sales page with numbers. To get here use bootstrapping and FFF (family, friends, ‘fools’- which for me means fine acquaintances who believe in entrepreneurship :D)
If Latam stands for Latin America, here is a list of accelerators https://about.crunchbase.com/blog/100-startup-accelerators-around-the-world/#south
It depends on the type of product. You have to attract the right type of audience, one that will truly engage with your offer and has the potential to become loyal. This is the most time consuming part but it's worth the effort. Start by creating a sales page with email capture giving away something that is related to your product (tips how to use it best, how to's related to your field, etc- something of real value that relates to your expertise/field/product). Then continue to create valuable content by reaching out to blogs, social media groups (reddit is a good one if you know how to use it), influencers -as mentioned by my colleague in here- and promote both your sales page and product.
Have a smart email campaign to welcome and keep those who sign interested/warm until they decide your offer is a good fit for them.
It depends on the stage of your business. If you are at the beginning, spending money on brand advertising is a sure NO.
Which doesn't mean you shouldn't aim to build a brand... Building a brand is always good, it increases the value of your business allowing you also to sell it if you decide you want to exit and start something else.
Spend money on direct marketing, test and refine what works and test new, even cheaper avenues. And build your brand without investing money in advertising, start with defining the mission & main story of your business, its key values them creating a memorable identity- logo, main colors, main fonts, templates for all marketing materials, activities, channels, tagline that captures your brand essence, and finally making sure you are consistent using the above tools. Branding also takes a lot of time but as long as you are consistent and you do a good job with the elements above, you will be on your way and you won't need to spend money advertising it.
Obviously the more unique the business story & brand elements, the higher your chances to achieve brand awareness and recognition faster.