Start-ups often focus on getting operations off the ground and quick hits in sales and marketing to provide immediate lift. What they don’t pay attention to – much to the detriment of the young enterprise – is the careful crafting of their fledgling brand to provide a long-term flight plan. Here are the three mindsets that cause the death spiral

1. Sure branding’s important, but it’ll have to wait
2. We’ll get it out there now and fix it later
3. We’re so good we don’t need a special brand

I culled this from a wonderful article on branding for startups in Fast Company magazine that explores the entrepreneurial phenomena of branding nearsightedness that causes startups to auger in.