I’m really not sure how anyone can build a product (or a company for that matter) without establishing one up front.
Brand Day One — the importance of brand to early stage companies
Carl Martin
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The challenge for early stage organizations (startup or otherwise) is that ‘brand’ is being developed whether intentional or not. Those that aren’t taking into consideration the points you outlined below are unintentionally establishing a brand that has little to no cohesion or consistency — which is not a great starting point, and something that’s hard to change later.

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