Before starting the installation process, until the installation software prompts you to do so. Connecting it too early can cause Windows or Mac to assign a generic, non-functional driver. Windows Installation Process
Here are its key specifications to help you identify it:
Check your physical connections. Unplug the USB cable, wait 10 seconds, and plug it into a different USB port (preferably a USB 2.0 or 3.0 port directly on the motherboard).