Upright Brand

Stand Above The Hustle

(646) 807-8654

Upright Brand helps founders grow their business. Established by Erik Fabian, a former senior brand marketer at Moleskine and Greenhouse Software, our approach is based on research into the strategies and tactics startups need at each stage of growth.

Startup With Confidence

New brands help people find their place in a polarized, rapidly changing world.

Answer these three questions to startup with confidence.*


Who Are You?

Clarity is the first step to conversion.

If you sell cake, then tell people you sell cake.

No one likes to be misunderstood and yet too many startups struggle with simply describing -- in plain and simple terms -- what they do.

Find your fans by introducing your brand with a clear name and message.

And make sure your cake is delicious.


Who’s Your Audience?

Founders often sell to people just like themselves

Your peers might not be your best or only audience.

Increase your reach by finding the fans that will drive the growth of your brand, wherever they are.

Listen to them with empathy.

Ask yourself what they are hungry for.


Why Should They Care?

Strategically locating you brand in relation to your competition and in the cultural moment in the heart of building a brand.

Help you fans understand why they should care about you in a world of easy options.

Offer solace in times of tragedy and hope in the face of uncertainty.


You Don’T Need A Consultant

Here is the simple truth: you don’t need a consultant to start building a brand.

If you are a DIY’er with a ton of time on your hands then just do it. You will eventually get there.

There are dozens of good books on branding, design, marketing, communications, and strategy to study along the way.

It is just a question of what you value more: your money or your time.

And don’t think that you have to pay for a sweet service like Upright Brand if you need a smidgen of help.

There are a lot of people that will sell you twenty brand names for $5 on Fiverr.

Or perhaps you have friend who has a friend that used to work at Unilever. I bet they can help you run some focus groups and to build big ol’ brand manual over the next six months or so.

Hey…maybe it will work out for you.


Unlike some folks, we don't think you build a new startup brand around a random name or using the same tactics that conglomerates invented to sell us toothpaste.

Brands with random names are not credible.

Brands that are all the same are called commodities.

Every brand starts very simply…with just a founder and a dream.

So let’s keep our work together simple to start.

Upright Brand helps entrepreneurs find their first brand platform – a name, a story, a look, and a feel – so you can get to testing, fundraising, and finding customers faster.

You will come away with the confidence to clearly say who you are, who you are for, and why your fans should care in simple terms that even your dog will understand.

The easiest way to start is to send us an email telling us why you are great and what you want to accomplish.

Or click the button below and schedule a free, 20min consultation to help clarify your goals.


I Was So Nervous Until I Started To Pitch…


*Here’s our answer: For hippos who dropped their ice cream cone we offer a cake called No More Tears.