Medtech Branding Begins With the Define Phase

Knutton described Alluvia Studio’s brand process as “define, refine, shine,” with the most important work happening at the beginning. The define phase is where a company does the harder, less visible work of understanding who it is, who it serves, what it stands for, and why the market should care. Burke said that for startups, this early definition is especially important because it directly affects how investors understand the company. “For any startup, I think the define phase is the most important thing that you can do and spend time on because it’s who you are and what value you’re bringing and why an investor should care,” Burke said.