Branding: before or after raising money?

Introduction

Hello entrepreneurs, we see you coming! You want to skip the Branding step once again, and then find yourself with a vague pitch in front of investors. You get tangled up, and leave those meetings disappointed in yourself. No worries, we’re here for you.

That said, thinking that "Branding" is just the design of your logo would be like thinking that dressing up means just putting on a simple white t-shirt. I mean, what nonsense!

Do you think you can go to the Cannes Film Festival without a nice white shirt? Or to the Oscars without a couture gown? Well, the same logic applies when meeting with investors! (Yes, don’t worry— a nice pair of shoes will do the job for these meetings.)

So let’s get back to the point. One of the most crucial steps to ensure the growth of your startup is fundraising. In some cases, you won’t be able to skip it. Whether it’s to invest in your research labs, develop your AI tool, or conquer your fintech market as quickly as possible, fundraising will give you wings.

But how do you get there?

A) The Benefits of Branding

1. Defining Branding: Beyond Just a Logo

If you thought branding was just about a logo and the color choices for your website, you're mistaken! It’s a structured process, so let’s break it down step by step. Ready?

Your brand identity is a bit like a first impression. Imagine meeting someone: their look, posture, how they speak... it all counts! For your brand, it’s the same. You need to know how to introduce yourself to the world, which means understanding the combination of strategy, design, and values that define every interaction with your customers.

We start with a market study to understand trends and figure out where you stand. Next, you need to define where you want to position yourself: blue ocean or red ocean? Positioning also involves your slogan, the key message that summarizes your brand’s essence. Once that’s done, identify your target audience and understand who your customers are. Then, move on to the creative strategy: create your brand’s visual universe and atmosphere. Finally, with all these foundations in mind, you can create your logo and visual identity that truly reflect who you are.

Your brand image is more than a logo. It’s a real strategy that helps you stand out and leave a lasting impression.

2. Clarifying Your Target: Branding as Your GPS

Let’s be honest. Branding is the GPS of your business. You know, the one that tells you where to go, how to get there, and most importantly, who’s coming along for the ride. Without it? It’s like driving blindly in a city you don’t know. Spoiler alert: it usually ends in circles.

Step one: look around you. What are your competitors doing? Who are they? What are they offering that you could improve or even completely surpass? Then, dig into your target: what do your ideal customers look like? What do they like, what motivates them? A tech startup for young geeks doesn’t have the same needs as a manufacturer of organic products for baby boomers. What works for one might totally flop for the other.

Before even thinking about colors or fonts, ask yourself: what makes your project worth existing? If you don’t have a clear answer, it’s time to refine your vision. Trust me, everything you do afterward—from product development to your investor pitch—will be a thousand times easier with a solid foundation. So take this time to reflect, because a well-thought-out branding strategy changes everything.

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3. Standing Out from Competitors: Shining in the Crowd

OK, let’s not kid ourselves: competition is everywhere. In every sector. Even in places where you least expect it. So if you want someone to notice you, you’re going to have to stand out. Like that person at a party who shows up in a super stylish outfit while everyone else is in black. Well, your brand should be that person.

Ask yourself this crucial question: why would a customer choose you over someone else? (Yes, this is the reality check moment.) Your uniqueness could come from your values, your story, the way you present your products, or even a little twist in your marketing approach. For example, some brands explode thanks to their storytelling: they don’t just sell a product, they tell a story, an adventure. Others excel by making the customer experience memorable—like Apple, which turns buying a phone into an almost spiritual event.

Once you’ve found your thing, translate it everywhere: logo, packaging, social media—every detail should reflect your uniqueness. You want your audience to see you, recognize you, and most importantly, think: “OK, they’re different.” Because if your brand looks like everyone else’s, you become invisible. And that’s the worst in a world where everyone is fighting for attention.

4. Expressing Your Values and Identity: The Magic of Consistency

Ah, the famous visual identity. This is often the moment everyone looks forward to because, let’s be honest, it’s fun to pick colors and work on a logo. But beware of the trap: if your visual identity doesn’t align with your values, failure is inevitable. It’s like showing up for a job interview with an outfit that’s completely wrong for the position: it just doesn’t fit.

Take the logo, for example. It’s not just a pretty drawing. It’s the fingerprint of your brand. A good logo is one that tells a story without saying a word. Want an example? Think of Nike’s swoosh: simple, powerful, universal. And the color palette? Here too, every choice should make sense. Soft pastel tones for warmth and proximity? Perfect. Bright colors for energy and innovation? Go for it. But choose based on what you want to convey, not because it’s the latest trend.

And then there’s the tone of voice. This is where many brands stumble. Your tone is your brand’s personality—it’s what makes it relatable. You want to be serious and professional? Do it, but with authenticity. Prefer a fun and quirky style? Great, but stay consistent everywhere. Because, in the end, a successful identity is one that tells a story you want to follow.

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5. Consistency in All Things: Your Branding as a Constant Guide

Let’s face it: consistency is key. No matter how great your logo is or how beautiful your visuals are, if your message is all over the place, you’ll lose your audience. Imagine a restaurant that’s amazing in terms of food, but the decor, the menu, and even the service have no connection. Would you go back? Probably not.

Consistency is what makes a brand instantly recognizable. No matter if it’s on Instagram, in an email, or on a subway poster, your audience should immediately think: “Oh, it’s them!” And for that, every detail matters.

Your colors, your tone, your message—everything should sing in harmony.

And above all, remember one thing: your branding is a marathon, not a sprint. It’s not something you do once and forget. It’s a continuous process. The more consistent you are, the more trust and loyalty you’ll gain from your audience. Because, spoiler alert: what turns a simple brand into an icon is the ability to stay true to your values and promises. In short, be consistent, be clear, and above all, be committed.

The Benefits of Branding Before Fundraising

So, you're about to raise funds for your startup and you're super motivated to convince investors. But what if I told you that your branding could be your best ally in achieving that?‍

1. Convincing Investors with Concrete Proof of Traction

Investors aren’t there to buy promises. What they want are tangible proofs. It could be sales, active users, or even a solid Proof of Concept (POC). But guess what? Good branding can be proof of traction. Yes, you read that right!

A professional brand shows the credibility of your project. Why? Because a well-designed logo, a polished visual identity, and a clear communication strategy show that you’ve thought carefully about your place in the market. You’re not just here “amateur-style” with a quick Canva logo. No, no, no. You’re a serious business, ready to take your place in the arena. Investors will see this and think: “Okay, this team knows their stuff. They know what they’re doing.”

With effective branding, you create a visible traction point for investors. It’s not just about saying you have a great idea, but showing that you’ve already laid the solid foundations for a growth strategy. You know how to speak to your audience, you have a unique voice, and your message is already spreading. This builds trust and reassures those ready to invest.

2. Branding as a Tailored Suit: A Sign of Trust

Imagine two people at a job interview. One shows up in pajamas (okay, I’m exaggerating, but you get the idea), and the other in a perfectly tailored suit. Who are you going to trust to run your business? The answer seems obvious, right? Well, it’s exactly the same for your brand.

A strong brand works like a high-quality outfit. It’s your tailored suit that says: “Look, we’re serious here. We know exactly what we’re doing, and we’re ready to grow our business.” A thoughtful logo, a meaningful color palette, and a visual identity that radiates ambition—all these signals communicate that you’re a professional, determined team ready to take a position in the market. These visual cues will inspire trust in investors and make them eager to get on board.

It’s like you’ve already worn the “business that’s going places” label. The result? Investors will think: “This is a project I’m going to follow. There’s real substance behind this image.”

3. Visualizing Your Potential

But a successful brand positioning is not just about appearance. It's also a way for investors to visualize the future of your company. If your brand is well thought out, it allows your strategic vision to be tangible.

A good identity will crystallize your idea of the market, your clients, and the experience you’re offering. You know, that little “wow” in the investors' eyes when they think, "I can see where they’re going." That’s what you want to provoke.

You want to enable them to project the success of your business through the way you’ve communicated your goals and vision. Your branding will be a tool for projection. It will allow them to see not only where you are today but where you're going tomorrow.

4. Stand out and leave a lasting impression on investors

In a world where startups are popping up like mushrooms after the rain, it's easy to get lost in the crowd. But what if you could make a lasting impression on investors and stand out from the pack? This is where branding comes in.

A strong brand is like a fingerprint. A consistent and memorable positioning grabs attention and keeps it. It's that little visual or emotional spark that makes an investor remember you the moment they see your name. You want to be the project they won’t forget the next morning. It’s not just about selling a product, it’s about selling a story, a narrative that resonates. And trust me, this lasting emotional imprint can make all the difference.

A successful brand identity is one that blends creativity, clarity, and consistency. This combination will not only help you capture the attention of investors but also convince them to stay interested. If you manage to create an identity that resonates, you increase your chances of leaving a lasting impression on investors. And when they think of you, they think of potential.

Branding is your trump card to spark interest and create an emotional connection with investors. Have more than one trick up your sleeve!

B) The advantages of branding after raising funds

You want to do your branding afterward? Fine, let’s talk about it! In some cases, it’s not the worst idea... but hold on, because it could get tricky.

You’ve managed to convince investors, secure that precious sum of money, and propel your project into new horizons. But once the money is in your pocket, what do you do with it?

The temptation is to rush ahead and start spending without thinking. But hold on a minute! Before diving headfirst into marketing spend, let’s take a step back and think about one crucial point: branding after raising funds. And yes, there are significant advantages to waiting a bit before jumping into this creative adventure. Here's why:

1. Access to top-tier resources

Raising funds is like finding the key to a vault. You now have a substantial budget to work with the best. Why settle for a basic solution when you can have premium? With funds in hand, you can collaborate with prestigious branding agencies, the ones that know trends, visual codes, and will offer you an outstanding visual identity. This is when you can afford to have a creative team of experts who will think of everything: logo, colors, artistic direction.

And that’s not all. It’s also an opportunity to recruit a dedicated marketing team, made up of experienced individuals who will be your allies in building an unstoppable branding strategy. Imagine: professionals who are up-to-date on the latest trends in digital marketing, creating hyper-targeted campaigns to make your brand shine. Not bad, right? It's an opportunity to go all out and build a strong, impactful image from the start.

2. Time for strategic reflection

After raising funds, you have a little more breathing room. You’re no longer in “fire at will” mode, trying to skip steps to attract clients. No, now you can take a moment for strategic reflection. Branding is primarily about vision, values, and voice. Once you have a bit more time, you can really fine-tune your brand strategy.

You can work on these fundamental elements to ensure your brand truly resonates with your audience. You’ll also be able to consult experts in strategy and branding, take the time to perfect your creative direction, and make the right decisions. And trust me, those extra months of reflection will pay off in the long run. Because the consistency of your message makes all the difference!

3. Increased maturity through experience

Maturity is earned with experience, and after a few months of launch, you’ll accumulate it. You now have a better sense of what works and what doesn’t with your audience. This is where your greatest asset comes into play: data. By listening to market feedback and analyzing the performance of your first campaigns, you’ll be able to adjust your identity based on concrete data.

Imagine, after a few months, you’re now in sync with your market, and you better understand what type of visuals, messaging, or tone grabs your customers' attention. This increased maturity allows you to adjust your positioning with more precision, making your brand even more impactful. There’s no better way to grow your identity!

Branding: an unavoidable step

Here comes a truth that may be hard to hear but is crucial: branding is NON-NEGOTIABLE. Whether you decide to tackle it before or after raising funds, it’s a key step in your development. Ignoring this step is like trying to build a house without blueprints: it’s bound to fall apart.

Branding is what will allow you to differentiate yourself in a saturated market. And it’s not just about a pretty logo. It’s a clear strategy, a strong positioning, and a coherent identity that will help you leave a mark. If you don’t do it, who will notice you? Because we all know, in the startup world, anonymity is death. You want your brand to be memorable, to make people talk about it, right? So take the time to build solid branding with a well-thought-out strategy.

So, before heading into battle with your freshly raised funds, make sure you have a rock-solid branding strategy. After all, if your brand isn’t built right, who will care?

C) Some examples that can inspire you

1. Deel: Agility embodied in branding

Deel is like that colleague who’s both super professional and super friendly, and knows how to make complex things much simpler. Imagine a remote talent management tool that’s not only efficient but also approachable. A fluid, modern branding with a high degree of professionalism. That’s what makes Deel a true leader in global team management.

Everything is in their tone of voice. Both welcoming and professional, it gives you the impression that you can manage international teams without losing track. Their colors, their visuals, everything exudes flexibility and international appeal. No wonder they’ve carved out a spot in such a competitive industry. Deel’s positioning is first and foremost the promise of a simple, effective solution, and above all, one suited for a globalized world. It speaks to investors and clients who want to get things done easily, but with clarity and professionalism.

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2. Shares.io: Branding through disarming simplicity

Here’s another example that made a name for itself by focusing on simplicity. Shares.io, a collaborative investment platform, made a strong impression with a minimalist visual identity. The idea? To make investing accessible to everyone, especially novices. But how? By simplifying the user experience as much as possible, without sacrificing the essence of what they offer: transparency and accessibility.

Their clean brand image emphasizes their mission: making investing simple and stress-free. This doesn’t mean the product is basic; it means it’s designed for those who want to get involved in the financial world without being overwhelmed by technical terms. Their visuals are both soothing and intuitive, a true invitation to take control of your investments without stress. This is how clear branding and an inclusive vision can revolutionize an industry, all while attracting a clientele that values simplicity above all.

3. Coltac Therapeutics: Scientific innovation in a glance

If you’re in the biopharmaceutical field, dealing with medical research, your branding needs to scream innovation while emphasizing reliability. That’s exactly what Coltac Therapeutics has done. Their visual identity is sober yet striking, with colors that breathe scientific rigor, and professional typography that enhances their credibility.

Where Coltac has excelled is in its positioning: innovation and precision, in a sector where every detail matters. Their simple but powerful visuals convey an image of expertise, attracting investors from the medical sector looking for effective, high-potential solutions. It’s not just a nice logo; it’s branding that exudes reliability and innovation—two key qualities for a life sciences company. If you want to grab the attention of investors searching for projects that truly make a difference, Coltac understands that visual rigor is just as important as the quality of the research.

4. Heritages.io: Where tradition meets modernity

Heritages.io, you get the vibe? A subtle blend of tradition and innovation. They operate in a very traditional field: wealth management. But Heritages.io’s branding shows that you can merge the stability of inheritance with the boldness of innovation. Their visuals are like finely crafted jewels: elegant, simple, but with a modern touch that makes them current.

Their strategy? A perfect balance between security and innovation. The colors are carefully chosen to convey stability, while their modern visual identity links to a more innovative offering. They’re targeting clients who want to invest with confidence but with a contemporary approach. This branding is an invitation to discover a new way of managing wealth, all while offering a guarantee of security. The result: Heritages.io has established itself as a key player in a rapidly transforming market.

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