The Build-Measure-Learn loop described by Eric Ries in The Lean Startup has made an impact in the way we build and sustain startups. But, after working with over 100 entrepreneurs in the implementation of this model, I realized that those who went on to perform successfully in demo days, investor meetings and client acquisition were those who had managed to build strong brands. These brands generated traction, interest, and positioned themselves more effectively in consumers’ minds. (Let me make a quick point here: brands are not logos.