This integrated master thesis presents the outcomes of a conducted research to obtain a double master degree of the masters Strategic Product Design and Science Communication. This research focused on brand development in technical start-ups before product launch. Both a practical and a theoretical study has been conducted, which resulted in a new brand and market introduction plan for the technical start-up Magic Mitad and a brand identity development tool for technical start-ups, the Brand-ID tool. A physical tool in the form of a booklet that guides entrepreneurs in the creation of a brand identity until the design of a logo.