Once your designer offers you logo options, how will you decide on THE logo for your startup? Below is a framework to help you pick the logo that will become a strategic asset for your startup in science and technology. What is a logo and why does your startup need it? Have you ever thought about why you even need a…

On our second date, which also happened to be our last one, a young investment banker pitched his startup idea. He had primed our meeting with a message: “I have an interesting business idea. It’s a bit unorthodox, so it’s better to discuss it in person.” For the background, the…

DNA carries instructions to develop, survive, and reproduce. So does brand DNA. Brand DNA is a fundamental compound that provides instructions to your startup. It facilitates growth and function and inspires others to follow its mission. Let’s take a closer look at what is inside brand DNA. Brand DNA consists of: Heritage Values and…

In an ideal world where carbon-neutral unicorns deliver you groceries, announcing a new solution would be enough for people to start using it. But I assume we live in reality. And the reality is: people are bombarded with information that they have to filter and evaluate on the spot. Biotech…

Original image of Wall-E by Edgar Moran How can startups leverage the power of the brand at the early stages of their development, build a foundation for their brand strategy, and begin to establish trust with their audience? What is a brand? “A brand is a person’s gut feeling about a product, service, or…