Startup Branding3 min read
How to Refresh a Startup Brand Without Starting a Rebrand
A practical way to improve a young startup’s visual identity after early feedback while keeping the recognition it has already earned.
Pillar guide
The Startup Branding Guide
Everything a founder needs to turn a product into a brand: positioning, naming, taglines, launch assets, and the surfaces that quietly make or break perception.
Start with the category you want to own
Before a logo exists, decide the shelf you live on. A brand is a shortcut in someone's head — category, promise, vibe. Get those three sentences right and every design decision after gets easier.
Name and tagline before pixels
The name sets the tone, the tagline sets the promise. Both are cheaper to change now than after you've printed stickers, bought a domain, and rendered a hundred social assets.
Ship a kit, not a logo
Launch day needs more than one PNG: logo variants, an app icon, social profile icons, a palette, a type scale, and a short brand book so anyone can use it correctly.
In this guide
Startup Branding2 min read
How to Choose Startup Typography That Works Beyond the Logo
A practical way to choose a small type system that keeps a new product readable and recognisable across its website, product UI, and launch assets.
Startup Branding3 min read
How to Choose a Startup Color Palette for Product and Marketing
A compact method for choosing brand colours that work across a product UI, landing page, launch assets, and everyday social graphics.
Startup Branding3 min read
How to Make a Startup Logo and App Icon Work Together
A practical guide to creating a logo and app icon that feel like the same product—from a browser tab to a launch page—without shrinking a wordmark into a square.
Startup Branding3 min read
AI Brand Kit Generators: What Founders Should Look For Before Paying
A practical way to judge whether an AI brand tool will leave you with usable launch assets—or just more concepts to sort through.
Startup Branding4 min read
The Startup Brand Kit You Need Before You Launch
A practical checklist for turning one good logo direction into the assets your product actually needs on day one.
Branding2 min read
Make Your Product a Brand: Why Positioning Beats Features
Founders ship features. Brands ship meaning. Here's how to make the jump.
Startup Branding2 min read
Preparing a Product Hunt Launch
A practical framework for preparing a thoughtful product launch.
Startup Branding2 min read
Writing a Tagline That Converts (and Survives a Year)
The 4-word formula behind the best SaaS taglines of all time.
Startup Branding2 min read
The Complete Launch Week Checklist
Hour-by-hour, from Sunday prep to Saturday recap.
Founder Stories2 min read
From Zero to First 100 Users (Without Paid Ads)
Manual outreach scales further than founders think.
Founder Stories1 min read
The Elevator Pitch Formula That Closes
Three sentences that win meetings, investors, and customers.
Startup Branding1 min read
How to Write a Clear Launch Thread
A practical structure for telling your launch story.
Startup Branding2 min read
How to Name Your Startup in 2026
The 5 rules of modern SaaS naming (and the 3 things to avoid).
Founder Stories1 min read
Writing a Founder Bio That Actually Gets Replies
Your X bio is a landing page. Treat it like one.
Startup Branding1 min read
Nine Places to Share Your App
How to choose launch communities that fit your audience.
Founder Stories2 min read
Positioning 101 for Indie Hackers
April Dunford's framework, distilled for solo founders.
Startup Branding2 min read
What To Do The Week After Launch Day
The post-launch dip is real. Here's how to keep momentum.