As a startup founder, when you begin shaping your brand, one of the first questions branding experts might ask is: “Which brands inspire you?” More often than not, the answers include iconic global names like Apple, Nike, Tesla, or Coca-Cola—brands that have built legacies over decades. While these brands are great benchmarks of success, they often don’t align with the unique identity, industry, or audience of the startup in question.

The problem? Many founders fail to relate their inspirations to their business reality. They overlook their own Unique Selling Proposition (USP) and end up with a brand identity that feels disconnected or forced. So, how do you find the right branding inspiration and set a roadmap that ensures authenticity and long-term success?

Branding Ideas for Startup Founders 

1. Start with Your Own Business DNA

Before looking outward, look inward. Ask yourself:

• What is my brand’s mission and vision?
• What are the values and personality traits I want my brand to represent?
• Who is my target audience, and what do they care about?

Example: if you are building a sustainable fashion brand, it makes more sense to take inspiration from Patagonia rather than Nike—even though both are successful brands in their own way.

2. Identify Brands That Solve Similar Problems

• Instead of picking the biggest names, study brands that align with your category, business model, or customer experience.
• If you’re a tech-enabled service startup, look at SaaS brands like Slack or Notion rather than Apple.
• If you’re a community-driven brand, explore how Glossier or Airbnb leveraged user-generated content and storytelling.
• The goal is to find a brand whose approach and messaging can help you, rather than just its success story.

3. Understand the Emotional Connection

Great brands don’t just sell products; they sell emotions and experiences. Identify what emotions you want your brand to evoke. Do you want your brand to feel luxurious, approachable, innovative, or rebellious?

Example: If your startup is about empowering women through financial independence, your inspiration should come from brands like Ellevest rather than Goldman Sachs.

4. Create a Visual & Communication Styleboard

Instead of picking one brand, create a brand inspiration suite by combining different elements from various sources:

• Typography & Logo Inspiration: Which brands have fonts and logos that align with your vision?
• Colour Psychology: Which brands use colours that reflect your brand’s emotions?
• Tone of Voice: How do brands communicate with their audience? Playful like Innocent Drinks, authoritative like Forbes, or aspirational like Nike?

This exercise will help you craft a distinct identity rather than copying one brand blindly.

5. Avoid the “Big Brand Trap”

A common mistake is trying to replicate a billion-dollar brand’s identity without the same market, budget, or audience. For example:

• A D2C organic skincare startup shouldn’t copy L’Oréal—instead, looking at The Ordinary or Drunk Elephant makes more sense.
• A local food delivery startup doesn’t need to imitate Uber Eats but can learn from hyperlocal models like Dunzo or Zomato’s early branding strategies.

6. Build a Long-Term Brand Vision

Your brand should evolve as your business grows. So, while choosing inspirations, ensure they align with both your short-term positioning and long-term scalability.

• How did the brand evolve over time?
• Did it start small and build customer loyalty before scaling up?
• What lessons can you learn from their growth?

Conclusion

Brand inspiration should be a guide, not a blueprint. Rather than idolizing the biggest names, be strategic, thoughtful, and realistic about your inspirations. The right brand inspiration will help you create a distinct identity, communicate authentically, and stand out in your market. So, the next time someone asks, “What brands inspire you?”—don’t just list the world’s biggest brands. Instead, pick the ones that truly reflect your brand’s mission, audience, and personality. That’s how you build a brand that lasts.

Bhagwan Jadhav