# Steal these Brand Secrets from Linear's CEO > Four brand-building lessons from Linear co-founder and CEO Karri Saarinen: be authentic rather than polished, speak your customer's language, let the brand evolve, and differentiate through design and detail. Source: https://chanmeng.org/blog/linear-brand-secrets Author: Chan Meng — https://chanmeng.org Published: 2025-08-10 Tags: Career --- *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