In any industry, building a brand is a responsibility to grow a sustainable business. But building a brand in a fast-evolving sector is a radically different task. Traditional companies have a wide breadth of fields they can fall back on. We know how hard it is to evolve an idea into a functioning business as a growing company. We know how much work goes into developing an offering, building a brand, and adjusting it to perform on a stable growth trajectory. Building a brand is an essential responsibility of any go-to-market strategy -- one step in the right direction of producing something that will last beyond the short attention.