Brand, Web & Presence

What does 'branding' actually mean for an early-stage startup?

A starting point

Branding isn't a logo, it's the consistent promise and feeling people associate with you. Early on it's mostly your positioning, your voice, and doing what you say. Nail what you stand for and who you're for; the visual polish is downstream of that.

Go deeper

Hand-picked from around the web, each with a note on why it's here.

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📄 Article
Free Intermediate

Positioning (Startup Handbook: brand and marketing foundations)

From julian.com by Julian Shapiro 20 min read

Why we picked it

Julian Shapiro's growth handbook frames brand and messaging as downstream of who you're for and what you replace, practical foundations, not brand theory.

  • Brand is a consistent promise and feeling, not a logo
  • Mine customer language from calls, reviews and communities
  • Nail who you're for before investing in visual polish
Open julian.com →
📖 Book
Paid Intermediate

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

From aprildunford.com by April Dunford ~200 pages

Why we picked it

The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns competitive research into a market advantage.

  • Your real competition is often the status quo, not another product
  • Start positioning from the competitive alternatives your buyers consider
  • Differentiated value comes from your unique capabilities vs those alternatives
  • Choose the market frame that makes your strengths obvious
Open aprildunford.com →

People also ask

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