I'm Larissa, co-founder of Logiez a comex tech startup born in Brazil, built for small and medium businesses that want to ship globally without the complexity, the bureaucracy, or the absurd costs.
We didn't start with a brand. We didn't start with a following. We started with a problem, built the product, put money in, and validated it with real customers before we talked about it publicly.
Logiez connects Brazilian businesses to 220+ countries through express freight with real discounts the kind of infrastructure that used to be available only to large corporations.
We are the only Brazilian startup 100% focused on international logistics for SMBs. Large carriers ignore businesses without high volume. Logiez was built exactly for those they ignore.
I've always been on the personal brand side. More and more founders are building it now (sometimes even before the product is ready while it's still in development, before seed fundraising). The CEO builds their position so the product sells more easily at the official launch.
But I have experience with people who built the product, scaled it, and only then did we discover who was behind it.
Honestly, with the first approach, I'd be concerned that people invest more in me as a person than in the product. People would idealise the founder and overlook the product's flaws (which could hurt development and constructive feedback).
+ I noticed the most common mistake that many people who started building a personal brand first, connected their product to their personal accounts (emails, social media, etc.) and started having a problem selling these things, because they cannot "give someone keys" to their personal profiles.
