What It Takes To Build An Enduring Brand That Connects With Customers And Stands The Test Of Time

Branding Insights from Casper, Allbirds and Red Antler

By Katie Belding, Norwest Venture Partners

Many founders struggle with prioritizing building their brand with dozens of other concerns on their plate. You’ve built a strong product — but that will only get you so far. What keeps customers coming back is a strong consumer brand. It’s hard to build that in the early days because it’s tough to tell what will resonate with consumers. And it’s tough to define and consistently present your brand with a strong, authentic voice.

That’s why we recently hosted a branding fireside chat moderated by Emily Heyward, co-founder of startup branding agency Red Antler in conversation with Philip Krim, the co-founder and CEO of Casper and Tim Brown, the co-founder and CEO of Allbirds. Over the course of the conversation, the three shared insights they’ve learned over the course of building these brands. Here are the highlights.

Your Brand is More Than Just a Logo

When many entrepreneurs initially think about their brand, it’s in the context of needing a name and a logo to market their product. But as our panelists noted, your brand goes a lot farther than…