The aim of this thesis is to discover the benefits and risks of lean branding for an early stage start-up. Lean branding proposes to apply the theories and methods of the lean startup methodology on branding. These aspects are analysed through a case study of PuurBezorgd. This start-up was in need of a brand identity, making it a viable for this thesis. In addition, the researcher has been actively participating in the case study as one of the active founders. Because of this, action research and autoethnography are used as methodologies. This research project has the following outcomes: Concerning the value of lean branding for an early stage start-up; - The case study reveals many disadvantages to using lean branding for an early stage start-up. Conclusions are made on the (dis)advantages of lean branding and recommendations given concerning using the lean startup method, outside-in branding and branding a start-up that is still defining its value proposition. - An alignment model is proposed to evaluate the fit between product, market, brand and strategic vision to discuss the potential of transforming the start-up into a sustainable business. - An extra step to add to the build-measure-learn model is proposed: reflect. During this phase, it is proposed to use the alignment model and autoethnography to reflect both on the process as the content of the brand development. Concerning the development of PuurBezorgd’s brand identity; - During the three iterations of the brand identity a few invalidations were noticed, concerning the product-market fit. Two pivots are made, a new name is proposed, and brand manifestations are developed. This brand identity will continue to be developed and validated until a fit is found between the product, market, brand and strategic vision of the company.