Meta Description: Most founders confuse branding with logos and colors. Here's what branding really is — and how to build one that customers remember and trust.

Ask any founder what their brand is, and you’ll likely hear about their logo, tagline, or maybe their Instagram feed. But branding isn’t what your startup looks like — it’s what your customer feels when they experience it.

In our work with over 100 brands, we’ve seen the same pattern again and again: Founders want to grow fast, but their brand isn’t ready for scale. And often, the biggest bottleneck is a branding myth they’ve unknowingly believed.

Let’s break down what founders consistently get wrong about branding — and what they need to do instead.