A Founder’s Guide: Minimum Viable Brand — Your Brand pre-PMF

by Lena Ostrovskih, Communications Lead at Cavalry Ventures

As an early-stage investor, we at Cavalry frequently engage with startups whose brand is in its initial stages of development. Upon securing the first institutional investor, many founders ponder the strength of their brand positioning. This leads to considerations regarding the comprehensiveness of the brand, whether external support is necessary to enhance it, and the overarching objectives they aim to accomplish. The concept of a Minimum Viable Brand can be a solution in navigating these questions.

In the early stages of your startup journey, a Minimum Viable Brand serves as the bedrock upon which your broader brand identity can evolve. By strategically defining your values, identifying your audience, and crafting a cohesive visual and messaging identity, you set the stage for meaningful connections with your users. Remember, your brand is not static; it’s a dynamic entity that should grow and adapt alongside your startup. Start small, but start strong with a Minimum Viable Brand that captures the essence of your vision.

What is a Minimum Viable Brand?

In the pre-product market fit stage, the role of a Minimum Viable Brand (MVB) is paramount in shaping the initial perceptions and interactions between a startup and its potential audience. The MVB serves as the introductory handshake, a concise representation of the startup’s identity that aligns with its core values and resonates with the target audience. At this crucial juncture, where the product is still evolving, the MVB acts as a beacon, offering a glimpse into the startup’s vision, mission, and unique value proposition. It sets the stage for customer engagement, helping to establish a connection and generate interest. Moreover, a well-crafted MVB provides a sense of credibility and professionalism, instilling confidence in potential users and stakeholders even before the product has achieved market fit. Essentially, in the absence of a fully developed product, the Minimum Viable Brand becomes the face and voice of the startup, paving the way for future brand loyalty and recognition as the product evolves and matures.

Why does an MVB make sense pre-product-market-fit?

Since the startup is still navigating uncertainties and refining its product offering, the MVB acts as a versatile canvas that can adapt to evolving business dynamics. This flexibility allows founders to experiment with various brand elements, positioning, and messaging based on early user feedback and market insights. Unlike a rigid and fully developed brand identity, an MVB is nimble, enabling quick adjustments to align with the changing landscape. This adaptability is particularly valuable in accommodating shifts in the target audience’s preferences, industry trends, or even the startup’s own refined understanding of its identity. As the startup progresses towards product-market fit, the insights gained from this flexible MVB can inform a more robust and tailored brand identity that resonates deeply with the evolving needs of the market.

To make it more tangible:

Embarking on the journey of a startup brand is akin to moving into your first flat. In the early stages, much like setting up a new living space, your focus should be on functionality, adaptability, and a touch of personalisation rather than investing in an extravagant array of furnishings. Just as you wouldn’t splurge on high-end furniture for a temporary living situation, creating a Minimum Viable Brand aligns with the concept of a practical and flexible approach. The MVB is your startup’s essential furniture — a streamlined, cost-effective representation of your brand identity that serves the immediate needs of your audience. Just as you wouldn’t commit to lavish decor without understanding your long-term living preferences, developing a comprehensive brand identity pre-product market fit might lead to unnecessary expenses and adjustments. The MVB, much like a modestly furnished first flat, allows you to iterate based on user feedback and market dynamics, ensuring that your brand identity aligns seamlessly with the evolving nature of your startup.

Example 1 — your MVB: practical, lean, self-explanatory, with room for expansion, suitable for different target audiences, yet with a distinctive direction. (Image source)

Example 2 — your brand once you have reached PMF: represents you and your product(s) clearly, specifically tailored to your ICP, with distinctive elements that convey what you and your products are about and that appeal to your ICP. (Image source)

Example 3 — what you might get, when you reach for a fully-fledged brand pre-PMF: in some ways, it’s interesting and appealing to some, but far too specific and over-engineered considering there are still so many unanswered questions about the target audience, your product suite and identity, very little room for adjustments. (Image source)

Why a brand agency might be a misstep pre-product-market-fit

Attempting to build a fully-fledged brand in the pre-product market fit stage can be a strategic misstep for several reasons. Firstly, the product itself is still in flux, undergoing iterations and adjustments based on user feedback and market demands. This means that attempting to crystallise a comprehensive brand identity prematurely may result in misalignment with the final product offering.

Moreover, a fully-fledged brand often requires a substantial investment of time and resources, including hiring branding agencies. While agencies are adept at creating polished and comprehensive brand strategies, the dynamic nature of early-stage startups can pose challenges. Agencies may not have access to real-time user feedback and market insights that are crucial for shaping an authentic and resonant brand. The agility required during the pre-product market fit phase is better suited to an iterative and flexible approach that may not align with the more structured agency-led processes.

In the absence of a proven product-market fit, attempting to create an exhaustive brand identity may lead to the risk of mismatched messaging, wasted resources, and a potential need for costly rebranding efforts as the startup evolves. Instead, focusing on a Minimum Viable Brand allows for a more agile, feedback-driven approach, ensuring that the brand evolves organically alongside the product, creating a more authentic connection with the target audience when the time is right.

Who to partner with to set up your MVB

When crafting your Minimum Viable Brand, engaging with the right partners is crucial for a cost-effective and agile approach. For early-stage startups, working with design freelancers or small and lean agencies can be particularly beneficial. Design freelancers offer flexibility and cost-effectiveness, allowing you to tap into specialised skills without the commitment of a long-term contract. Small and lean agencies, on the other hand, often prioritise nimbleness and can provide a more personalised touch compared to larger firms. Their size allows for direct communication, quick turnarounds, and a collaborative process that aligns with the iterative nature of building a Minimum Viable Brand. By choosing partners who understand the dynamic needs of startups and emphasise adaptability, you position your brand for success, ensuring that your MVB is not only cost-efficient but also finely tuned to resonate with your evolving audience and business goals.

What are the elements of an MVB?

Input — what your brand support will need from you

• Ideal customer profile (for now)
• Description of your offering
• Brand personality
• Your WHY: why you do what you do (if in place: your vision and your mission)
• Your company’s values

Output — deliverables

• Your name
• Your logo
• Your tagline
• Your colour palette
• Typography (I would recommend one of the Google fonts for maximal flexibility)
• Visual language (Do you emojis? Do you use graphics? Do you use stock photos?, etc.)
• Tone of Voice (formal, conversational, humorous, inspirational, educational, authentic, assertive, empathetic, adventurous, minimalist, etc.)
• Templates (for your socials, newsletters, one-pagers, slides/presentations, etc.)
• potentially: Website

Last but not least: Why you as the founder should be involved

As an early-stage founder, prioritising the development of your company’s brand is crucial for a multitude of reasons. Your brand is more than just a logo or a name; it encapsulates the essence of your business, shaping how it is perceived by customers, investors, existing and future employees, and the industry at large. In the competitive landscape of startups, a well-defined brand distinguishes your venture, creating a lasting impression that can be a key differentiator. A strong brand not only instils trust and credibility but also fosters customer loyalty, essential for sustained growth.

A founder’s involvement in crafting the startup’s brand is integral, as it allows them to infuse the brand with their vision, passion, and unique perspective. The founder is the driving force behind the company, and their direct involvement ensures that the brand authentically reflects the core values and mission of the business. This personal touch enhances the brand’s authenticity and resonance with your stakeholders, fostering a stronger emotional connection. Additionally, a founder intimately involved in brand creation is better equipped to communicate the startup’s story, building credibility and trust among stakeholders.

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