Project 2 | On Branding: Essays on Brand Strategy, Identity & Experience
It's okay that you start with scrappy branding
In some cases.
5 August 2026 · 3 min read
Evangelija Ivanoska, Brand Strategist & Designer
As a brand strategist and designer, I say it's okay that you start with scrappy branding (in some cases).
I am not writing this to say "one day you'll need my services anyway", but rather, there's a time and place for branding, and in some cases it's not at the start of your business.
I will share observations from my work and cover 4 groups: new businesses, expanding repeat founders, established businesses, and rare cases (stick around).
New Businesses
With new businesses and startups, testing your market fit and pushing through is a priority. This stage includes so many changes to the business itself that a lasting and specific brand strategy can't be defined, and I've seen this firsthand with clients. A detailed brand strategy would only limit businesses at this stage, because they need to be open to iteration and experimentation. What I’ve noticed helps is a base strategy that allows light direction and a lot of flexibility. The same applies to visuals. Aside from needing a budget for branding, you also need market data on who you’re targeting, what you’re selling, and the story around it. A very important exception is brands whose success relies on a meaningful brand story and appealing visuals, like DTC products, boutique lifestyle brands, hospitality, luxury brands…
Expanding Repeat Founders
One of my clients said, "We started our first business with no brand and a random logo. Ever since, I've dreamed of starting my next business with a powerful brand from the start, because redesigning our brand for our first business brought so much new potential to it." Repeat founders that are expanding in the same industry have the experience to start with a clearer vision, knowledge of their industry, and the ability to invest time and resources into branding. I've witnessed the clarity of vision with every such founder I've worked with.
Established Businesses
Growing or established businesses are the obvious candidates for strong branding. They need credibility, and every gap in their brand presence is costing them in reaching their audience. They have clarity of vision, experience with their audience, market data, and the ability to invest in a detailed branding process. At this stage, scrappy branding puts a cap on growth. Branding or rebranding at this stage is a delicate challenge, because there’s a reputation to be maintained. Preventing risk is another reason to invest proper care in branding.
Rare Cases
In rarer cases, new founders have such a clear brand story formed and such a sense for aesthetics that the branding turns out iconic and timeless right from the start. When I say brand story, I mean the meaningful narrative that the audience connects to, not your USPs or mission statement. Those brands are rare, and I always feel refreshed to see them. I've had the chance to collaborate with a few, and it's a uniquely inspiring synergy. I'll be writing a separate article and post about this.
Running a branding firm has made this insight clear: businesses can start with just a logo, but most businesses will need a brand system sooner or later. It arises as a need on its own, your business just needs it.