When you're moving a million miles an hour to get your startup off the ground, branding can feel like a “nice-to-have.” But here’s the thing: your brand isn’t just your logo or colour palette. It’s the perception people have of your business. And in a crowded tech space, that perception can be the difference between a click and a scroll.

So how do you build a brand that actually stands out?

Here’s the step-by-step guide we use with our startup clients to create brands that work.

1. Get clear on your positioning

Before you touch colours or logos, figure out what makes you different. What problem are you solving? Who are you solving it for? And why should someone pick your solution over the next tab in their browser?

This is your positioning. It’s the foundation of your brand. A one-liner that captures the value you bring.

Try filling in this sentence:
We help [specific audience] do [what you help them achieve] by [your unique approach or feature].

2. Define your brand personality

Your brand isn’t just what you say. It’s how you say it. Whether you’re aiming for friendly and conversational or bold and authoritative, having a clear personality helps you show up consistently.

Ask yourself:

• If your brand were a person, how would they speak?
• What words should people associate with your business?
• What tone feels right for your audience?

3. Develop a visual identity

Now for the fun part. Your visual identity should reflect your positioning and personality, not just look nice.

At a minimum, you’ll need:

• A logo (or a logo set for different uses)
• Colour palette
• Typography
• Visual elements like icons or graphic styles

Keep it simple and intentional. Especially if you’re doing this yourself.

4. Build your brand toolkit

Startups move fast. A simple brand toolkit helps you stay consistent from day one.

It might include:

• A brand guidelines PDF (even 2 pages is fine)
• Templates for social posts, pitch decks or one-pagers
• A tone of voice guide or messaging framework

This makes it easier for your team and freelancers to stay aligned.

5. Apply it everywhere, consistently

Your brand isn’t just your logo or LinkedIn header. It’s in your emails, your presentations, your pitch calls. Every interaction counts.

Repetition builds memory and trust. Don’t be afraid to repeat your core message. That’s how people remember you.

Final Thoughts

A strong brand isn’t just a nice visual. It’s a strategic asset that helps your startup stand out, build trust and grow faster.

You don’t need a massive budget or months of work. Start small, stay consistent, and refine as you grow.

Want help building your brand? That’s what we do every day at The Marketing Mix. Get in touch if you’re ready to create something that actually stands out.

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