Startups often think brand is something you worry about later—after you've found product-market fit, after you've raised your Series A. This is a mistake. Brand isn't a luxury; it's leverage.

Start With Why (Seriously)

Yes, Simon Sinek's advice has become cliché, but that's because it's true. Before you design anything, articulate why your company exists beyond making money. This becomes the foundation everything else builds on.

The best startup brands have a clear, compelling reason for being. It doesn't need to be world-changing, but it needs to be genuine.

Find Your Edge

What can you credibly say that your competitors can't? This is your brand's edge. It might be your founder's unique background, your technical approach, or your business model. Whatever it is, lean into it.

  • What's the story only you can tell?
  • What perspective do you bring that's genuinely different?
  • What customer truth have you uncovered that others have missed?

Invest in the Fundamentals

You don't need a comprehensive brand system at the start. Focus on getting these three things right:

  • Name: Choose something memorable, easy to spell, and available as a domain.
  • Logo: Simple and versatile beats complex and beautiful. You'll use it everywhere.
  • Voice: Define how you communicate. Formal or casual? Technical or accessible? Consistent voice builds recognition over time.

Be Consistent, Even When It's Hard

The power of brand comes from repetition. Every inconsistency dilutes your message. Use templates, create guidelines (even simple ones), and resist the urge to reinvent your look for every campaign.

Punch Above Your Weight

Great brand work can make a 10-person startup feel like a much larger company. This isn't about deception—it's about projecting confidence and professionalism that earns trust.

Focus your brand investment where it matters most: your website, your pitch deck, and your product experience. These are the moments that make or break perception.

Plan to Evolve

Your first brand won't be your last. That's okay. Build something that works for now, with the understanding that you'll refine it as you grow. The goal isn't perfection—it's progress.