Insights Category

Startups & Founders

72 articles

Brand Storytelling

Startup Brand Strategy Comes Before the Logo

Startup brand strategy is the work of deciding positioning, category, proof and narrative before paying for a logo. A logo executes a brand brief; it cannot invent one. This article walks the questions founders should answer in order — and what to hand a designer when the strategy is clear instead of personal taste.

11 min read

Brand Storytelling

Startup Marketing from Customer Discovery to Growth

Startup marketing strategy is the operating system that turns customer discovery into repeatable, measurable demand. It is not more channels and not a fundraising script. This article walks the founder’s order — positioning, message, offer, measurement, learning loop — so growth becomes evidence an investor can read instead of theatre.

9 min read