In 2024, investments in Brazilian startups grew again, with a 259% jump in funding volume compared to 2023, according to data from Consultor Jurídico. Despite the promising scenario, Priscila Ferreira, business attorney, startup law specialist, and CEO of infer assessoria, warns that having a good idea or an innovative product is not enough to attract investors. According to her, success depends on solid structural preparation, both in legal and creative aspects.
For Priscila Ferreira, one of the biggest mistakes entrepreneurs make is neglecting the construction of their 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, bet early on 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’s a strategic asset. According to the World Intellectual Property Organization (WIPO), over 60% of valuation of a modern startup is linked to intangible assets like 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 shareholder agreements, intellectual property definition, and data protection are competitive advantages. A key point: intellectual property registration—whether trademarks or any other type—should ideally be done under the startup’s CNPJ (corporate tax ID), not under a founder’s CPF (personal tax ID), to avoid asset confusion and future disputes. The 2023 Startup Genome report indicates that over 70% of startups that fail do so not due to lack of product but due to structural and legal shortcomings.
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 trust in the market. According to 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 offtake carbon contracts worth $150 million, demonstrating legal security and market credibility.
The Latin American scenario shows that those who are well-structured raise more. According to the Latin American Private Equity & Venture Capital Association (LAVCA), Brazilian startups with good legal structures raised, on average, 30% more than those without proper formalization. “When we talk about investment, we’re 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,” concludes Priscila.
