Consider your typical startup. It’s usually centered around a team of bright, driven entrepreneurs. They’re going to save the world, disrupt markets, and reshape the course of human history. Airbnb, Slack, Mailchimp, these companies -among others- have reshaped the ways we do business and how we live our lives. Their founders were dreamers, visionaries, and tech tinkerers. People who love to think. But you know what most startups aren’t thinking about? Their brand.