LSI USA

Knutton described Alluvia Studio’s brand process as “define, refine, shine,” with the most important work happening at the beginning. The define phase is where a company does the harder, less visible work of understanding who it is, who it serves, what it stands for, and why the market should care. Burke said that for startups, this early definition is especially important because it directly affects how investors understand the company. “For any startup, I think the define phase is the most important thing that you can do and spend time on because it’s who you are and what value you’re bringing and why an investor should care,” Burke said. For more information visit here: https://www.slideshare.net/slideshow/medtech-branding-begins-with-the-define-phase/288275863

At LSI USA ’26, the panel “If You Don’t Create Your Brand, Your Market (or Competitors) Will” explored a critical but often underprioritized part of company building: medtech branding. For early-stage innovators, brand is not simply a logo, color palette, or polished pitch deck. It is the foundation for how a company defines its purpose, positions its technology, earns credibility, and creates consistency with customers, investors, employees, and strategic partners. Moderated by Rachel Knutton, CEO of Alluvia Studio, the discussion featured Amanda DePalma, SVP of Ultrasound Global Marketing at Siemens Healthineers, and Terri Burke, Senior Partner at Intuitive Ventures. Together, they made a clear case for why brand development should begin long before a company is ready for commercial launch. Brand Starts Before the Logo For Burke, one of the most important misconceptions to correct is that brand begins with visual identity. “For me, a brand is a lot more than a logo or colors,” Burke...