For many startups, branding feels like an afterthought. With limited budgets and resources, the focus is usually on product development, sales, and growth. The assumption is that branding is something to refine later, once the business is more established. But is that the right approach?
Let’s take a look at Eventbrite, one of the biggest names in the event tech industry. When they started, their platform worked well, and people were using it. But something was missing, their brand didn’t stand out. Over time, they realized that branding wasn’t just about how they looked; it was about how people perceived them, how they positioned themselves in the market, and how they could grow beyond just being another ticketing platform.
So, what changed? And what can startups learn from it?
Eventbrite’s Early Days: A Functional but Forgettable Brand
In its first few years, Eventbrite had everything a startup needs to succeed, a great product, a growing user base, and a clear market need. But visually and strategically, their brand didn’t reflect what they were becoming. Their identity was simple, functional, and practical, but it lacked the excitement and energy that the events industry thrives on.
As more competitors entered the market, Eventbrite realized that simply having a good product wasn’t enough. They needed to differentiate themselves, build emotional connections with users, and position their brand as more than just a transaction tool.
Rebranding as a Growth Strategy
Eventbrite didn’t just update their logo and website. They took a strategic approach to redefining their brand and how people perceived them.
They worked with Buck, a creative agency known for bold transformations, and the changes were significant. The new identity was vibrant, dynamic, and full of energy just like the events they were helping bring to life. Their logo became more fluid, their colors bolder, and their messaging sharper. The shift wasn’t just aesthetic; it was about repositioning Eventbrite from a tech tool to a brand that represented experiences, culture, and connection.
This transformation helped them break away from the competition, attract more users, and create a brand that felt alive, engaging, and trustworthy.
What Startups Can Learn from Eventbrite
A strong brand isn’t just about looking good, it defines how customers trust you, engage with you, and choose you over competitors. Startups that ignore branding early on often struggle later, forced to do expensive rebrands to fix the disconnect between their brand identity and their business growth.
Three key lessons from Eventbrite’s journey:
- Your brand is more than your logo, it’s your market positioning. Eventbrite was always a great tool, but its brand didn’t reflect its full potential. Once they realigned their brand with their mission, they grew beyond just being a ticketing platform to becoming a leader in the events space.
- Branding isn’t an expense, it’s an investment: Many startups delay branding, thinking it’s not urgent. But strong branding builds trust, credibility, and recognition, which are critical for attracting customers and investors. If Eventbrite had invested earlier, they might have scaled even faster.
- If you don’t define your brand, the market will do it for you: Without a clear brand identity, customers create their own perception of your business, which may not align with what you want to communicate. Startups that proactively shape their brand can control their narrative and establish themselves as industry leaders.
How Mixin is Helping Startups Build Strong Brands from Day One
At Mixin, we’ve seen this firsthand. We started as a small creative agency and grew into a global communications firm, helping businesses, nonprofits, and international organizations build strong, impactful brands.
That’s why we created our Startup Branding Packages to give early-stage businesses access to professional branding that sets them up for success without breaking their budget.
Branding isn’t a luxury; it’s a business asset that influences credibility, trust, and visibility. The difference between startups that succeed and those that struggle often comes down to who is remembered and who is forgotten.
So, Does Branding Really Matter for Startups?
Absolutely. Eventbrite’s journey proves that a strong brand is more than a visual identity it’s a growth strategy. Whether you’re a startup launching your first product or a growing company looking to scale, investing in branding early ensures that your business isn’t just seen it’s remembered, trusted, and chosen.
The question now is how do you want your brand to be remembered?
Let’s build a brand that sets you up for success. Connect with Mixin today.
Farin Sadiq
Founder - Mixin Agency