This document provides guidance on branding for startups. It discusses the importance of branding, defining your brand's personality, choosing a good name, designing logos, and using best practices for copywriting. Key elements of a brand are identified as the name, logo, homepage, user experience, editorial voice, and customer service. The document encourages startups to think about how their brand would behave and what makes some names more successful than others. It suggests tools and resources for developing an effective brand.