You can absolutely know what your brand is before PMF. Brand is the understanding of what the company is, what it stands for, the quality standards, who you hire, what we do, how we do it, and why. Consistency is crucial for a brand; it's like the soul or personality of your company. Then external brand will follow.... See more

Most people treat brand like frosting, a cosmetic layer you add right before launch to make things look polished. But brand is the batter. It’s not decoration, it’s the foundation. It shows up in how you talk to customers, how your product feels, how your team makes decisions.

Often founders think brand is a logo or the colors, and that it’s something you can think about later. With @linear we thought about it the brand from the day one. But brand is not a logo, colors or the website. It’s what you stand for as a company. You then build the brand in people’s minds... See more

1/ When you are building a startup some things are cyclical. One of the things that constantly cycles through is the idea that a visual rebrand will be the thing that helps you find the next S-curve and grow. I found myself there multiple times with groupme and fundera. It’s part of the laws of physics of startup building.