Originally published on LinkedIn, 10 August 2025. Republished here with light editing.
Hey there,
Ever wonder how standout startups build such memorable brands?
We've got the inside scoop from Karri Saarinen, the co-founder & CEO of Linear (and former lead designer at Airbnb and Coinbase). He recently broke down his brand-building philosophy.
Here are the key takeaways to help you build a brand that truly connects. ✨
1. Be Authentic, Not Polished 💡#
In the beginning, resist the temptation to look like a huge, established company. Karri notes that companies like Stripe and Linear had very simple websites when they first started.
- Own your stage: An overly "polished" website can set the wrong expectation if your product is still in its early days.
- Focus on the product: Linear's first website was built in just a couple of days. The real work went into the product itself, not a fancy landing page.
2. Speak Your Customer's Language 🗣️#
Vague marketing slogans are for later. In the beginning, you need to be specific to attract the right people.
- Use clear terms: Linear initially used the term "issue tracking" because they knew it would resonate with the engineers they wanted as early adopters. They weren't trying to sell a generic "work platform".
- Filter, don't just attract: Use specific language to filter out people who aren't your target audience. It's about finding your first true fans.
3. Let Your Brand Evolve 🌱#
Your brand isn't static. It should grow and change as your company and customer base do.
- The homepage is a teaser: It should provide enough information to make visitors curious, but not so much that they're overwhelmed. Save the deep dives for other pages.
- From simple to sophisticated: As Linear added more features like projects and roadmaps, its messaging evolved to reflect the product's new capabilities.
4. Differentiate with Design and Details 🎨#
A strong brand identity helps you stand out in a crowded market.
- Find your "one thing": In the early days, Linear focused on speed because they knew it was a major pain point for their target users. Figure out what makes you different and lean into it.
- Design with purpose: Memorable design feels unique and authentic, not like a copy of a popular trend. But remember, animations and graphics should clarify your message, not create chaos.
- Always have a call to action: Even if your product isn't ready, give people a way to stay in touch, like an email list. This helps you build a community from day one.
Building a great brand is a marathon, not a sprint. Start with an authentic message, focus on your ideal customer, and evolve as you grow.
Cheers,
Decoding the Future
https://open.spotify.com/episode/6TzX19LwJ2IKzN159UAiDg?si=Z6I02_F8THKktnkuONXPiQ