As a designer, advising startups in complex domains such as healthcare, wellbeing and social-good, has brought me face to face with many challenging questions. Questions on design thinking, user research, product design, building organizations etc., but none have intrigued me more than about how to build a brand for startup? — Firstly let us try and understand if there is a difference between a product and a brand. If there are any boundaries and overlaps and how each of this helps an organization to solve problems and grow their business.