Time is of the essence for startups—they need to capture mindshare and build a brand before other players emerge. The good news? You don’t need to be a big name to make branding work for you.

In a recent episode of the Scaling Japan podcast, nowthen’s Strategy Director Apolline shared insights from our work at nowthen, where we help startups craft brands that build trust and connection.

Here are four actionable tips to help your startup create the right perception from the start.

1. Start small but start early

Many founders assume branding is something to tackle after they find product-market fit. But in reality, branding can actually help you reach that fit faster. Early on, your product might be a bit rough—and that’s okay. Building a brand from the start allows you to create a narrative that extend beyond your current reality, helping others see its potential despite your MVP early limitations.

Another compelling reason to start early is that brand strategy takes you beyond the visuals; it helps you think through the actual positioning of your company. Prioritizing branding before launch sets a strong foundation and helps everything else fall into place.

2. Translate your innovation

Startups are usually built on innovation—something new, complex, and not always easy to explain. The challenge isn’t just simplifying your message; it’s translating your innovative product or service into something your audience can relate to and understand.

People need to “get it” quickly, but that doesn’t mean dumbing it down. It means finding familiar concepts, analogies, or language that bridge the gap between your groundbreaking idea and your audience’s existing knowledge. The startups that break through are the ones that can make the complex feel simple—and relatable.

Take Slack, for example. When they launched, plenty of group chat tools already existed, run by larger players. Selling yet another “group chat” system wouldn’t have sparked much interest. Instead, Slack positioned itself as a tool for organizational transformation, a solution that changed how teams work together, rather than just another messaging app.

3. Think in systems, not just Logos

The quickest way to make your startup feel bigger and more credible is by presenting a cohesive look. While a logo is important, it’s just one piece of the puzzle. You need a full language with visual and verbal assets that keep your identity strong across channels, plus rules for how to use them.

A minimal brand system should include:

• Colors: Consistent use of color builds recognition and helps set the tone for your brand.

• Fonts: Typography that aligns with your brand’s personality makes your materials feel cohesive.

• Graphical Elements: Icons, shapes, or patterns that reinforce your message and help tie your visuals together.

• Tone of Voice: The way you communicate—whether formal or casual—should always reflect your brand’s identity.

Capture these elements in a ‘brand guidelines’ PDF. No, guidelines are not just for big companies ! Clear standards are game-changing for startups, ensuring you grow with a consistent, trust-inspiring identity.

4. Nail your 3S

Branding doesn’t have to be complicated. For startups, simplicity is gold, and Apolline suggests sticking to just three essentials: Strategy, Story, and System.

Strategy

This is your foundation. It’s about understanding who you’re speaking to and why they’ll care. Without a clear strategy, you’re just throwing ideas at the wall. Focus on these questions: What’s your company tangibly offering, and to whom? (value proposition). What status quo are you challenging, and what future are you aiming to create? (now-and-then statement).

Story

With strategy set, let your story bring it to life. Your tagline, messaging, and tone of voice should turn your strategy into customer-facing language that makes your positioning sing.

System

Create a visual language that builds trust and recognition. This is where your logo, colors, fonts, and design elements come in. When done right, this system ensures your brand shows up consistently and memorably across every interaction.

Building a startup brand that works isn’t about perfection. It’s about setting clear expectations and honoring them consistently. Nail the 3S framework, and you’ll be on your way to building a brand people remember—and one that grows with your startup.

When done well, your brand will simplify decision-making, attract talent, boost fundraising, and, perhaps most importantly, add meaning to your journey as a founder.