How do you establish a brand for a life science startup even before it has a product or customers?
I was curious about this process so I talked to Karan Cushman, an expert in the branding of bioscience companies as well as non-profit biomedical research institutions.
We talked about:
The one essential element that serves as the foundation for your brand
Understanding your audience and their goals
Why sometimes you are relying on belief as much as on proof
Who you may need to communicate with besides investors
How much you should consider investing in a brand that will help you raise more money
Karan on Twitter (@karancushman)
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