How to Create a Successful Brand

I like the fact that every single section of your website is very smart with its copy. When you're working through the exercise of creating the brand and thinking about all aspects associated to it, what kind of advice do you have for founders who are trying to go through that process? As a team, we struggle with it on the daily because we're so close to the brand. We know the ins and outs of the brand and all of the subtleties of the messaging are obviously come very naturally to us.