In 2025, creating content became almost too easy. If not earlier, last year it all began to feel strangely familiar. The same aesthetics, recycled formats, feeds triggering a constant sense of déjà vu. AI accelerated everything. And in doing so, it made standing out feel harder than ever.

In the startup world, attention doesn’t come by itself. Investors, customers, and partners only notice the signals that are placed right in front of them. So how can start-ups break through the noise and build a brand that people want to follow? In this episode of the Tietotulva podcast, Aurea Agency’s co-founders Laura Lindholm and Vera Kröger share their insights on what makes a brand both credible and compelling. From their experience in marketing, PR, and communications t