Brand like you mean it. Turn heads, win hearts.

Create an engaging brand that’s unique to you. Find all the expert advice you need to get started right here.

What is a brand?

Without a clear brand identity, your business is just a collection of people, processes, and products. Your startup's brand should embody every element of your business, from what you offer, to the values you hold, and the way you make customers feel.

Think of your brand as the full startup customer experience. How do you want people to feel when they encounter your business? Inspired? Empowered? Reassured? Your brand should reflect that.

A strong brand builds recognition, trust and long-term loyalty.

Top tip for naming your startup brand:

Don’t go too abstract with your brand name - customers should instantly understand what you offer. Take Virgin Galactic (vs. Virgin Space) and Virgin Active (vs. Virgin Gyms) - both examples are clear, yet distinctive.

Your brand framework

Building a brand means identifying its core components. A clear brand framework helps you shape your messaging, visuals, and customer touch points. Here's how we break it down:

• Proposition - the ‘how’. This is your brand voice and values — how you sound and what you stand for.

• Pillars - the ‘what’. These represent what you offer and the foundational ideas behind your startup’s promise to customers.

• Purpose - the ‘why’. Why does your business exist beyond making money? What impact do you want to have?

Exercise:

Try explaining your purpose to three people who’ve never heard of your brand. Say it out loud in under 15 seconds or write it down in 15 words or fewer. Ask them to repeat it back in their own words — is your message clear?

Did you know?

Customers are 4x more likely to purchase from a brand with a clearly defined purpose.

"Once you are clear on your mission, values and proposition, the personality of your brand will be teased out."-Nick Graham, co-founder of Berczy

How to name your startup (and pitfalls to avoid)

Whilst your brand is more than just a name, what you choose to call your business is an important - and exciting - part of building your brand. Your startup’s name is a crucial part of your brand identity. It sets the tone and creates a first impression.

Get creative, but practical too. Make sure your name:

• Clearly reflects your product or service

• Is easy to say, spell, and remember

• Doesn't autocorrect to something unfortunate (we’ve all seen it happen)

Use tools like domain checkers and trademark searches before you fall in love with a name.

When and how to rebrand your startup

You’ve built your brand, gained loyal followers — but something doesn’t feel right anymore. Maybe your audience has shifted, your offering has evolved, or your branding no longer fits your vision.

There’s no one-size-fits-all answer for when to rebrand, but when you do:

• Involve the right people (designers, advisors, community)

• Use customer feedback and data to guide decisions

• Communicate the change clearly with your audience

Bring your customers along on the journey — their insights can sharpen your messaging and build support for the relaunch.

“Design adds value faster than it adds costs” -Joel Spolsky, Founder of Trello