Founder vs Company Brand with Angeley Mullins, CCO at Resourcify

Founder-led storytelling is critical for early-stage companies (pre-Series B), as it builds authenticity and connects with audiences better than pure company branding

Successful brand building requires three key elements:

• Understanding your Ideal Customer Profile (ICP)
• Clear go-to-market strategy
• Authentic storytelling that aligns with company values

U.S. founders tend to embrace storytelling more naturally compared to European counterparts, who often focus primarily on product perfection

Companies shouldn’t rely solely on performance marketing - brand building and storytelling are foundational for sustainable growth and customer loyalty

Short-term “clickbait” marketing tactics (like Times Square billboards) may generate temporary attention but don’t build lasting brand value

For founders uncomfortable with personal branding, someone else on the leadership team can be designated as the authentic voice/storyteller

Post-Series B, companies typically transition from founder-led branding to more company/product-focused branding

Brand building should go hand-in-hand with revenue generation - it’s not just a marketing expense but a strategic growth driver

Early-stage founders often make the mistake of focusing entirely on product and forgetting about brand storytelling

Creating an authentic movement or community around your brand is more valuable than traditional advertising methods