The high-level expression of why someone should buy from your company, often more simply known as the value proposition. For tech startups they tend to fall into a few patterns:

• We are you (e.g., Mosaic, we built it for ourselves at Palantir).
• We fixed it. We took the last-generation leader and made it better (e.g., Cube to Adaptive, Pigment to Anaplan)
• We rebuilt it.  We run on the modern stack with modern technology (e.g., OnPlan to Vena)
• We verticalized it (e.g., Plannuh for marketing, Place for SaaS)

Branding is a potential marketing rathole for startups, particularly early-stage ones. Startups who prioritise branding are putting the cart before the horse. Focus should be on product and business first - the real work to prove product-market-fit.

Branding comes after PMF. "You don’t ...