There's two things going on here...do you want to be remembered...or do you want to be FOUND? (on Google) I don't print business cards...I make money by being FOUND on Google - for a keyword.
If the niche is small enough you can rank on Google on the first page WITH NO BACKLINKS by just the keyword domain name alone.
If you're fighting a herd of marketers for a keyword, then backlinks will be the main reason why your on the first page.