This thesis develops and evaluates a branding validation template tailored to the constraints and decision logics of early-stage e-commerce startups. Recognising that conventional branding processes often overburden founders with limited time, budget, and data access, the research proposes a sprint-based artefact designed to test brand identity through emotionally differentiated content and real-time feedback.

The resulting template consists of five sequential sprints, each structured around a clear objective, defined inputs, guided activities, and measurable outputs. The template uses TikTok as a primary testing channel, allowing startups to compare two emotionally distinct brand variants under real market conditions. The artefact was tested through a real-world experiment comparing two brand identities - KOYOMI and YORI - for a conceptual iced matcha product. Results showed significant differences in emotional clarity, recall, and audience fit. Based on these findings, the template was refined and redesigned in a Canva-based format to improve usability, interactivity, and visual engagement. An accompanying TikTok explainer video further reduces onboarding friction and supports founder adoption. This thesis contributes a lightweight, decision-oriented tool that enables startups to test brand identity pre-launch using tools already available to them. By translating emotional hypotheses into structured tasks and providing just-in-time feedback loops, the template addresses key constraints of early-stage branding and extends existing literature on agile, evidence-based brand development.

The artefact was developed using a Design Science Research (DSR) approach. The conceptual design integrates theoretical insights on bounded rationality, emotional branding, and proxy-based decision-making, and is grounded empirically in five semi-structured expert interviews. The findings confirm recurring frictions in startup branding: intuitive execution without feedback loops, aversion to complexity, and a preference for fast, platform-native tools.