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Savvy Startups Like Casper and Brandless Are Investing in Brand Image First -- and You Should, Too Product used to be king, but in today's fast-moving, copycat-filled world of business, a strong identity can be the key to success.

By Leonard Sherman

This story appears in the October 2018 issue of Entrepreneur. Subscribe »

Viktor Koen

Suppose you've got an idea for a great new thingamajig. It could be anything -- a luxury candle, affordable college education or a product to prevent male pattern baldness. You can't get the concept out of your head. You have to bring it to life. But you have no prototypes, and no experience with the intricacies of industrial design. No understanding of production and distribution. No web design experience. No detailed market projections. No money.

Related: Branding Boot Camp: How to Develop Your Brand Strategy

In this moment, logic would advise against obsessing over brand strategy -- and it would definitely advise against hiring a pricey agency to help you do it. And yet, a growing number of startups are doing just that, seeing great success as a result.

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