Aim: The aim of this study is to explore the factors that influence the brand building in startup companies.

Method: This study implements a qualitative approach and consists of twelve startup companies located in Sweden.

Results and Conclusion: The findings suggest that the design of a brand (name and visual aspects), the use of social media, event participation and establishing partnerships is important parts of brand building. In addition, startups frequently make use of employees’ and entrepreneurs’ individual personality for branding purposes. Not only do all participants view branding as an important part of their business but a few respondents even feel it is crucial for the survival of their business.

Suggestions for further research: The participants of this study reside in separate industries. This, combined with the sample size is not evidence enough to draw conclusion upon similarities and differences between startups branding practices in terms of industry. Thus, this could be interesting undertaking in the future due to the limited research on this topic.

Contribution of the study: This study adds to the existing body of knowledge by uncovering factors such as brand design and social media, to name a few, that is used by startups to build their brand. As a result of this study insights has been given on the importance of branding and the strategies used to increase the brand equity of startups.