Karoline Kwon retweetledi

Often founders think brand is a logo or the colors, and that it’s something you can think about later.
With @linear we thought about it the brand from the day one.
But brand is not a logo, colors or the website. It’s what you stand for as a company. You then build the brand in people’s minds over time with the actions you take, the service you produce and the things you say.
At Linear we often ask an ourselves if something we do internally or externally “on brand”. If it’s not, we won’t do it.
The visual representation or the name of the company only serves as the anchor what people can associate their feelings and thoughts about your company.
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