A startup's brand should make it stand out from the crowd. Here's how to get there.
After getting traction on our formula, we started shifting our attention toward building a brand from scratch. Our prior work experience was at companies that had a brand persona defined before we came along. This was our chance to create something for ourselves, so exploring the identity of Boba Guys became our favorite lunch topic: Positioning, tone, and targeting, oh my! Before we started brainstorming ideas, we went to our paper napkin mission statement: "Bring the world quality boba milk tea." Everything about our brand had to fit into this mission.