Startups have an immediate advantage over any other business in the industry – they are innovators. These brave companies come up with unique solutions, and one would assume that this should be enough to win over the love and loyalty of their audience. Alas, this is not the case. In a world of competitive craze, where startups compete not just with startups but all other industry giants, every business needs to stand out with its values and identity.
https://adzis.com/blog/reasons-branding-crucial-startup-success/