{"id":1693,"date":"2021-02-18T13:25:00","date_gmt":"2021-02-18T12:25:00","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1693"},"modified":"2023-03-07T10:40:19","modified_gmt":"2023-03-07T09:40:19","slug":"startup-branding-mission-critical","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/startup-branding-mission-critical\/","title":{"rendered":"Startup branding: mission critical"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"240\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/startup.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        Startup branding: mission critical     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        So you finally did it. You have made the decision to create a startup. You may be doing it from inside an existing company or by yourself with a small team that finally thought of something wild and unique that no one has ever thought of before.     <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.post-intro .wrapper .title{-webkit-box-ordinal-group:2;-ms-flex-order:1;order:1;padding-top:12.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen 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.border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <h5><strong>A startup future<\/strong><\/h5>\n<p>If we believe predictions and analysts, we will see a year full of new ideas, new companies and concepts popping up faster than ever before. We will also see large companies focusing on internal startups, development of (new) technology centers, and completely autonomous rogue teams trying to find the next big thing for the corporation they are working for. Or maybe just trying to succeed in fighting off the next big thing.<\/p>\n<p>And we also know that a lot of these startups will fail. For many reasons. Either way, focusing your efforts on a sound business strategy built on your unique brand will de\u2013risk your startup, and may just put you ahead of the curve.<\/p>\n<p>This article is relevant to both the intrapreneurs, as well as the entrepreneurs focusing their efforts on changing the world, and possibly killing a giant or two in the process.<\/p>\n<p>So, when you have a concept, an idea, and maybe even a business plan, why should you spend time on brand management? And more specifically, how should you spend time on it?<\/p>\n<h5><strong>Brand &#8211; debunked<\/strong><\/h5>\n<p>Let&#8217;s debunk brand quickly \u2014 it is not your advertising, your logo, your design or your product. It also is not your office, or your technology. Brand is your core belief, your identity, the foundation of your efforts, and the fundamental driver of growth, positioning and ultimately, the dimension that will define your space in the market. It simply gives you direction, and it makes future customers understand what you do, how you do it, and why they should be a part of it in the future. It lets them connect emotionally.<\/p>\n<p>You can have the greatest technology in the world and a kickass business plan, but if nobody understands what you are selling, and what makes you unique, why would they buy your stuff? Or invest in your idea?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-516\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/blogimg.jpg\" alt=\"\" width=\"702\" height=\"467\" \/><\/p>\n<h5><strong>The human factor<\/strong><\/h5>\n<p>Remember \u2014 any commercial success depends on human interaction. Humans creating a concept, developing it, selling it, and ultimately buying, using and reviewing it. There is no \u201cplan\u201d that talks to another \u201cplan\u201d coincidentally creating scalable business. It comes from people. And brand is the strongest factor for any company or concept to influence human decision making.<\/p>\n<p>Based on our experience of dealing with internal and external startup brand sprints, here is a suggestion of a process and its content.<\/p>\n<h5><strong>Why, what, how &amp; who<\/strong><\/h5>\n<p>Having done this, we dive into the actual brand strategy. Spend some time with your team, stakeholders or advisors to answer these essential three questions:<\/p>\n<p><strong>WHY<\/strong> \u2014 does this concept exist, why should anyone care, and why is it relevant?<\/p>\n<p><strong>WHAT<\/strong> \u2014 are we trying to achieve, what is our ambition, and what will we be doing \/ offering \/ solving?<\/p>\n<p><strong>HOW<\/strong> \u2014 are we going to do this, how will we succeed, how will we sell?<\/p>\n<p><strong>WHO<\/strong> \u2014are we doing this for? Are we actually sure about our target audience and the \u201cproblem\u201d we are solving for them?<\/p>\n<p>These three core questions define your strategic triangle. Add who you will be selling to and why will they buy or use the offering into it and you will have the core of your brand strategy ready.<\/p>\n<p>Once this is ready, and you still have time left, you should address your desired position, spend a few thoughts on the basic elements of your core narrative and, last but not least, try and define your onliness statement (My company is the only ____ that ____ ! ) And of course it is pretty cool if you can come up with a catchy name.<\/p>\n<h5><strong>Clients, investors, internal stakeholders<\/strong><\/h5>\n<p>They all need to understand you. Everything you are doing with this audience is sales. Sales, sales, sales. And you cannot sell anything these days without clarity, simple value propositions and a crystal clear idea of what you are selling. Imagine design without brand guidance, or your investor presentation without a proper storyline and ambition. You are getting the idea.<\/p>\n<h5><strong>Long and difficult? Nope! Short and simple.<\/strong><\/h5>\n<p id=\"9c86\" class=\"ix iy ff iz b gd ja jb jc gg jd je jf jg jh ji jj jk jl jm jn jo jp jq jr js ex cr\" data-selectable-paragraph=\"\">Never plan too long ahead. And never get too cozy with names and strategies. You may have to change your core strategy, you may have to change your name, or even your core concept.<\/p>\n<p id=\"e6e4\" class=\"ix iy ff iz b gd kp jb jc gg kq je jf jg kr ji jj jk ks jm jn jo kt jq jr js ex cr\" data-selectable-paragraph=\"\">Some of the worlds\u2019 greatest startups came out of pivots. <em><a class=\"bw kv\" href=\"https:\/\/slack.com\/lp\/three?cvosrc=ppc.google.d_ppc_google_northern-europe_en_brand-hv&amp;cvo_creative=257483587112&amp;utm_medium=ppc&amp;utm_source=google&amp;utm_campaign=d_ppc_google_northern-europe_en_brand-hv&amp;utm_term=slack&amp;ds_rl=1249094&amp;cvosrc=ppc.google.slack&amp;cvo_campaign=&amp;cvo_crid=257483587112&amp;Matchtype=e&amp;utm_source=google&amp;utm_medium=ppc&amp;c3api=5523,257483587112,slack&amp;gclid=EAIaIQobChMI86ycrbq44AIVFJSyCh1I6AKpEAAYASAAEgJcN_D_BwE&amp;gclsrc=aw.ds\" rel=\"noopener nofollow\">Slack<\/a><\/em> was just a side product of another startup,<em> <a class=\"bw kv\" href=\"https:\/\/www.uber.com\/nl\/en\/\" rel=\"noopener nofollow\">UBER<\/a><\/em> wanted to own cars until right before they launched, and <em><a class=\"bw kv\" href=\"https:\/\/www.amazon.com\/\" rel=\"noopener nofollow\">Amazon<\/a> <\/em>(you should type relentless.com into your browser) had to quickly adapt and pivot based on the exponential growth that was the Internet at the time.<\/p>\n<p id=\"e1bf\" class=\"ix iy ff iz b gd kp jb jc gg kq je jf jg kr ji jj jk ks jm jn jo kt jq jr js ex cr\" data-selectable-paragraph=\"\"><strong>Pro tip:<\/strong> Don&#8217;t marry your strategy. Be unfaithful. Try other things. Listen to the market. But whatever you end up doing, commit fully.<\/p>\n<h5><strong>Drive growth, manage brand<\/strong><\/h5>\n<p id=\"5883\" class=\"ix iy ff iz b gd ja jb jc gg jd je jf jg jh ji jj jk jl jm jn jo jp jq jr js ex cr\" data-selectable-paragraph=\"\">Going forward you will deal with tech development, design, organizational development, recruitment, profit and losses and everything else that comes with running a business. Make sure you keep two key ambitions set in stone:<\/p>\n<p id=\"229a\" class=\"ix iy ff iz b gd kp jb jc gg kq je jf jg kr ji jj jk ks jm jn jo kt jq jr js ex cr\" data-selectable-paragraph=\"\"><strong>1. Drive growth<\/strong> \u2014 everywhere, in all aspects of your startup. Regardless if your growth means more users, more MVPs, more revenue or more people. Or all of the above.<\/p>\n<p id=\"9bf6\" class=\"ix iy ff iz b gd kp jb jc gg kq je jf jg kr ji jj jk ks jm jn jo kt jq jr js ex cr\" data-selectable-paragraph=\"\"><strong>2. Manage your brand<\/strong> \u2014 it is your biggest strategic asset, the one thing that sets you apart, and the core connection between you and your customers. Treat it right, and it will give you success in return.<\/p>\n<p id=\"7ba0\" class=\"ix iy ff iz b gd kp jb jc gg kq je jf jg kr ji jj jk ks jm jn jo kt jq jr js ex cr\" data-selectable-paragraph=\"\">Good luck. Now run. Fast.<\/p>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.no\/kontakt\/\" target=\"_self\">P\u00e5 tide \u00e5 snakke om deg? Ta kontakt.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                18. februar 2021            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h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1690\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/norway-your-technology-hub\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Credit_Huddly.jpeg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Credit_Huddly.jpeg 1024w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Credit_Huddly-720x480.jpeg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Credit_Huddly-768x512.jpeg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/norway-your-technology-hub\/\">Norway: Your technology hub<\/a><\/h3>\n            <p>This article is all about how you can leverage this technologically advanced country to help your business perform better locally, and internationally. Regardless if you aspire to go global or have a very specific focus on markets outside your home country. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/norway-your-technology-hub\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1696\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/positioning-during-a-black-swan-event\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"1051\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Black_Swan_Event.jpeg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Black_Swan_Event.jpeg 1400w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Black_Swan_Event-720x541.jpeg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Black_Swan_Event-1280x961.jpeg 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Black_Swan_Event-768x577.jpeg 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/positioning-during-a-black-swan-event\/\">Positioning during a black swan event<\/a><\/h3>\n            <p>Let\u2019s start with the obvious: Offerings, information and communication must be based not on what the company wants to sell, but what customers may need to buy. This is not new. Solution-based sales anchored in the customer perspective have always generated the greatest returns.<\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/positioning-during-a-black-swan-event\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" 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3.75rem}}@media screen and (max-width:47.9375em){.post-template-default section.posts{padding:2.5rem 1.25rem 6.25rem 1.25rem}}<\/style><\/section>\n\n\n\n<section class=\"block quote negative darkbg\">\n\n     \n\n\n\n    <div class=\"grid side-padding ac inner\">\n        <div class=\"wrapper grid-12\">\n            <h2>N\u00e5r kunder, ansatte og markedet har en sterk relasjon til merkevaren, vil den drive vekst og definere grunnlaget for langsiktig suksess.<\/h2>                            <a href=\"https:\/\/thebrandproject.no\/ekspertise\/\" target=\"_self\">DETTE ER HVA VI GJ\u00d8R \n                \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        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a{text-align:left;margin-top:2.5rem}section.quote .inner a svg{width:1.25rem;height:1.25rem;top:-0.125rem}section.quote .inner a svg g{stroke-width:8}}section.quote.negative{background-color:black}section.quote.negative .inner{color:white}section.quote.negative .inner a{color:white}section.quote.negative .inner a svg g{stroke:white}<\/style><\/section>","protected":false},"excerpt":{"rendered":"<p>So you finally did it. You have made the decision to create a startup. You may be doing it from inside an existing company or by yourself with a small team that finally thought of something wild and unique that no one has ever thought of before.<\/p>\n","protected":false},"author":8,"featured_media":409,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-no"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Startup branding: mission critical | The Brand Project<\/title>\n<meta name=\"description\" content=\"You have made the decision to create a startup. 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