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Don’t Underinvest in Branding

In general, the startup community underinvests in branding. Branding is not simply a name, a logo, or a slogan—it’s a reason for being and the expression of that reason in every product, event, and campaign.

It’s a point of view. It’s critical for entrepreneurs to sit down at the earliest stage and define the architecture of their brand: an overarching purpose, a set of core values, a statement about what the brand is and what it is not. I’d even suggest doing this before settling on a name for your endeavor.

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