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Hello and welcome to Daily Crunch for December 22, 2021! Greg here again. I’ll be handling the newsletter for Alex for this final stretch of the year while he takes a very much deserved break.

Tech news tends to get a little quieter during these last weeks of the year because … well, holidays. But if anything big happens, we’ll make sure you know about it! —Greg

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Startups/VC

Start building your brand book with a visioning workshop

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Before spending six figures to develop a brand ethos, early-stage startup teams must first create a solid foundation that reflects their collective vision.

In the first of a series of articles on startup branding, Fuel Capital CMO Jamie Viggiano walks readers through the process of setting up a workshop where your founding team can “dig deep into your collective motivations, inspirations and ambition.”

This exercise is a critical investment: If you hire a branding agency or a consultant, they will do this work without you and the result will be inevitably less authentic.

“Skipping ethos work is a costly mistake that produces a disjointed and rudderless brand, directly and negatively impacting the growth potential of the company,” writes Viggiano.

(TechCrunch+ is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

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