This paper investigates the intersection of two important research areas: branding and entrepreneurship. Managed properly, brand can be a valuable asset for a company. However, many startups do not put enough efforts and resources into branding at an early stages of their life. We suggest that this is not a good approach, since properly managed and communicated corporate brand has a potential to become a competitive advantage and increase startups survival chances. We will test our assumption in the light of two entrepreneurship theories: resource-based view and liability of newness, and by examining branding practices of 6 successful mature Norwegian startups in the ICT sector.