To build a brand, you must stand for something and clearly communicate what you don't do, which helps differentiate you in a crowded market.

In a commoditized market, effective storytelling and branding can differentiate products that otherwise have little to no inherent difference, and the best way to break into a market is to find a product that is so good that once people experience it, they will love it.

Building a brand requires understanding the market and having a unique value proposition to stand out in a crowded space.

To stand out, your startup must clearly articulate how it cuts through the noise of competitors claiming to be faster, better, or cheaper.

To build a brand, it's essential to recognize and adapt to changing consumer trends and preferences in the market.

Brands must clearly articulate how they can help customers avoid negative outcomes, creating a sense of urgency and relevance in their messaging.

Great brands are built around a fundamental consumer insight that is often unacknowledged; this insight should be reflected in your product and messaging.

To create successful products, they must be better than previous versions, excite consumers, and align with their values, focusing on ecological and efficient solutions.

Be explicit about what differentiates your product from competitors, especially in a crowded market where many offer similar solutions.