This Brand Strategy Can Make Your Startup Look Bigger Than It Is

When Leslie Ziegler joined the founding team of Rock Health in 2010, she had an enormous task ahead of her: make the intimidating world of institutional health care approachable for startup founders. No matter what the firm did next, its brand was going to have to do this heavy lifting, and as a veteran art director with the likes of McCann Erickson and DDB, this fell squarely in Ziegler’s camp.
 
Since then, Rock Health startups have gone on to raise over half a billion dollars, and the firm has established itself as the first stop for new digital health companies. So much of this success was contingent on the brand Ziegler and her team took the risk to build — and she’s parlayed those wins into a career advising dozens of startups to do the same. In this exclusive interview, she walks through the most important brand decisions startups can make to appear formidable, credible, and ready to make change. As you’ll note, none of them require a big budget or huge team — just supercharged attention to detail.

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