In 2024, investments in Brazilian startups resumed growth, with a 259% leap in funding compared to 2023, according to data from Consultor Jurídico. Despite the promising scenario, Priscila Ferreira, business lawyer, specialist in Startup Law, and CEO of infer advisory, warns that having a good idea or an innovative product is not enough to attract investors. She says success depends on solid structural preparation, both legally and creatively.
For Priscila Ferreira, one of the biggest mistakes of entrepreneurs is neglecting the construction of the brand identity and the protection of their intangible assets. ‘The creative identity of a startup is part of its perceived value. Well-built and protected brands become assets in negotiations with investors. Airbnb and Nubank, for example, early on, invested in design and narrative as strategic differentiators,’ she says.
Check out four essential tips for startups that want to stand out and secure investment rounds:
1. Protect your brand from day one
Trademark registration is not a bureaucratic detail, it is a strategic asset. According to the World Intellectual Property Organization (WIPO), more than 60% of a modern startup’s valuation is linked to intangible assets such as brand, design, software, and branding. Ignoring this can mean loss of value and even market share.
2. Have a robust legal structure
Well-drafted contracts, clear partnership agreements, intellectual property definition, and data protection are competitive advantages. A key point: ideally, the registration of intellectual property, whether it be the brand or any other kind, should be done directly in the startup’s CNPJ, and not in the CPF of one of the founders, to avoid asset confusions and future disputes. The Startup Genome 2023 report states that over 70% of startups that fail do not do so due to lack of product, but due to structural and legal failures.
3. Build a strong and consistent narrative
Startups that invest in building a consistent visual and verbal identity, aligned with their values and purposes, generate more market confidence. According to the Harvard Business Review, companies with well-organized intellectual property portfolios are 25% more likely to attract investment rounds.
4. Inspiring examples: learn from those who do it right
Mombak, a startup focused on reforestation solutions, is a clear example of how combining a solid legal structure with a well-positioned creative proposal can yield results. In April 2025, the company raised $30 million in a Series A round. Additionally, it has $150 million in carbon offtake contracts, demonstrating legal security and credibility in the market.
The Latin American scenario shows that those who structure themselves capture more. According to the Latin American Private Equity & Venture Capital Association (LAVCA), Brazilian startups with a good legal structure raised, on average, 30% more than those without proper formalization. ‘When we talk about investment, we are talking about risk. And investors prefer businesses that demonstrate security, professionalism, and a well-founded brand construction. You need to treat your startup as a company from day one,’ Priscila concludes.
