Find your idea & build the brand
Brand concept, name & story
A brand people remember, spell, and repeat.
Should my brand name be a made-up word, or should it actually describe what I sell?
Made-up or arbitrary names (Kodak, Apple-for-computers) are the strongest legally and scale best across categories later, but they need real market...
How do I actually check if a name is free to use - in India and internationally - before I fall in love with it?
In India, run your shortlisted name through the government's own Trade Marks Public Search portal before you spend a rupee on a logo - it's free an...
How much of my actual personal story should go into my brand story, versus keeping it more universal?
The strongest Indian D2C origin stories are specific and true, not aspirational marketing copy - Mamaearth's whole brand traces back to Ghazal and ...
Do I need a formal storytelling framework like StoryBrand or the Hero's Journey, or can I just write from the heart?
Writing from the heart usually produces a story that's about you, the founder, as the hero - the actual insight from every good framework (StoryBra...
We've grown past our original niche and the brand name doesn't quite fit anymore - do we rebrand or push through?
SUGAR Cosmetics started as a beauty subscription box before pivoting hard into full cosmetics, and kept a name abstract enough (a feeling, not a pr...
Are AI name generator tools like Namelix actually useful, or do they just spit out generic startup-sounding names?
They're genuinely useful for breaking a brainstorming block and checking domain availability in real time, but treat the output as a longlist to re...
Related in Starting Up
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