{"id":7761,"date":"2026-07-02T10:11:48","date_gmt":"2026-07-02T10:11:48","guid":{"rendered":"https:\/\/salago.design\/?p=7761"},"modified":"2026-10-16T18:06:40","modified_gmt":"2026-10-16T18:06:40","slug":"branding-mistakes-in-growing-startups-mvp-narrative-and-differentiation","status":"publish","type":"post","link":"https:\/\/salago.design\/en\/blog\/branding-mistakes-in-growing-startups-mvp-narrative-and-differentiation\/","title":{"rendered":"Branding mistakes in growing startups: MVP, narrative, and differentiation"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Quick answer<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most branding mistakes in a growing startup are the same mistake wearing <strong>seven different costumes<\/strong>: decisions that were never made, covered with a visual layer. A \u201cbrand MVP\u201d that is only a logo and a website. A category so broad you are compared with twenty alternatives. Differentiation built on features a competitor copies in <strong>90 days<\/strong>. A narrative that sounds aspirational without naming a mechanism. The cost is not aesthetic, it is commercial \u2014 longer cycles, comparisons that come down to price, and a sales team improvising a different pitch every week. The fix is a minimum set of <strong>six decisions<\/strong> written down before anything is designed: category, buyer, problem, mechanism, evidence, promise. <strong>The test: if you cannot explain it in ten seconds without sounding generic, the brand MVP is not there yet.<\/strong> The honest caveat is that none of this is worth doing before product-market fit, while the category still changes every quarter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The common problem (what a CEO\/CMO sees\u2014even if they don\u2019t say it)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the growth phase, most startups live this paradox:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The product works, the team executes, there\u2019s traction\u2026 but it\u2019s <strong>hard to explain<\/strong> why you\u2019re the obvious choice.<\/li>\n\n\n\n<li>Sales, marketing, and product tell different versions (and they all \u201csound good\u201d).<\/li>\n\n\n\n<li>The website is fine, but it <strong>doesn\u2019t trigger the next step<\/strong> (demo, reply, intro).<\/li>\n\n\n\n<li>The story leans on features (\u201cAI\u201d, \u201cautomation\u201d, \u201cplatform\u201d) instead of a clear decision on <strong>category + buyer + evidence<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Result: the market compares you as a commodity, CAC rises, the cycle gets longer, and the team burns out chasing \u201cmore demand\u201d instead of <strong>less friction<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The key point: this isn\u2019t a communication problem. It\u2019s a <strong>decision<\/strong> problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The core idea: \u201cbrand\u201d = a system for reducing uncertainty<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For a founder, CEO, or CMO, a brand isn\u2019t an aesthetic asset. It\u2019s a system that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reduces uncertainty (\u201cI understand what you do and whether I can trust you\u201d).<\/li>\n\n\n\n<li>Speeds up decisions (\u201cok, next step\u201d).<\/li>\n\n\n\n<li>Increases perceived value (\u201cthis isn\u2019t interchangeable\u201d).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If your brand doesn\u2019t do that, growth gets more expensive.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17566-1024x576.webp\" alt=\"Frame 17566\" class=\"wp-image-7768\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">7 mistakes (with fixes) \u2014 the battle version<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Each mistake includes the symptom, the hidden cost, and the practical fix.<\/p>\n\n\n\n<figure class=\"wp-block-table\">\n<table>\n<thead><tr><th>The mistake<\/th><th>What you would notice<\/th><th>What it actually costs<\/th><\/tr><\/thead>\n<tbody>\n<tr><td>1. Building a \u201cbrand MVP\u201d that\u2019s just appearance<\/td><td>\u201cWe have a logo, colors, a nice website. Done.\u201d<\/td><td>You improve the aesthetics of an ambiguous message<\/td><\/tr>\n<tr><td>2. \u201cWe\u2019re a platform for X\u201d (category too broad)<\/td><td>Your category is so wide you\u2019re compared with 20 alternatives<\/td><td>You lose by inertia (buyers choose what they already know)<\/td><\/tr>\n<tr><td>3. Differentiation based on features (copyable in 90 days)<\/td><td>The pitch is a list of functionality<\/td><td>Competitors copy you, parity happens, and you get pushed on price<\/td><\/tr>\n<tr><td>4. An \u201caspirational\u201d narrative with no mechanism<\/td><td>\u201cWe empower teams\u201d, \u201cwe revolutionize the industry\u201d, \u201cinnovation\u201d<\/td><td>It sounds like everyone else; it doesn\u2019t reduce risk<\/td><\/tr>\n<tr><td>5. Promising outcomes you can\u2019t prove yet<\/td><td>\u201cWe triple revenue\u201d without proof or context<\/td><td>It feels like hype; trust breaks exactly where it matters<\/td><\/tr>\n<tr><td>6. A fuzzy ICP (trying to appeal to everyone)<\/td><td>The website speaks to everyone\u2026 so no one feels \u201cthis is for me.\u201d<\/td><td>Low-quality leads, sales wastes time, marketing gets frustrated<\/td><\/tr>\n<tr><td>7. Not designing the brand for sales (only for marketing)<\/td><td>Marketing generates interest, but sales lacks narrative, proof, and sequences<\/td><td>Slow pipeline, lower MQL\u2192SQL conversion, losses due to uncertainty<\/td><\/tr>\n<\/tbody>\n<\/table>\n<figcaption class=\"wp-element-caption\">The seven mistakes, the symptom that shows up first, and the commercial cost behind it. Each one is broken down with its fix in the sections below.<\/figcaption>\n<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">1) Mistake: Building a \u201cbrand MVP\u201d that\u2019s just appearance<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: \u201cWe have a logo, colors, a nice website. Done.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: you improve the aesthetics of an ambiguous message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: a brand MVP isn\u2019t a visual system; it\u2019s a minimum set of decisions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Category (where you compete).<\/li>\n\n\n\n<li>Primary buyer (who decides).<\/li>\n\n\n\n<li>Problem (friction\/risk).<\/li>\n\n\n\n<li>Mechanism (why you win).<\/li>\n\n\n\n<li>Evidence (what you can prove today).<\/li>\n\n\n\n<li>Promise (what you sell in one sentence).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rule<\/strong>: if you can\u2019t explain it in 10 seconds without sounding generic, your brand MVP isn\u2019t there.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2) Mistake: \u201cWe\u2019re a platform for X\u201d (category too broad)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: your category is so wide you\u2019re compared with 20 alternatives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: you lose by inertia (buyers choose what they already know).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: define a repeatable category that includes <em>who + what for + context<\/em>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bad: \u201cautomation platform\u201d.<\/li>\n\n\n\n<li>Better: \u201cforecasting system for RevOps teams in mid-market SaaS\u201d.<\/li>\n\n\n\n<li>Even better: \u201cchurn prediction engine based on usage + billing signals, integrated into Salesforce\u201d.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Check<\/strong>: can a salesperson open a conversation with that sentence without needing five minutes of explanation afterward?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3) Mistake: Differentiation based on features (copyable in 90 days)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: the pitch is a list of functionality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: competitors copy you, parity happens, and you get pushed on price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: differentiation that converts is differentiation that <strong>survives copying<\/strong>. Three common sources:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Data\/insights<\/strong> (proprietary, longitudinal, access, quality).<\/li>\n\n\n\n<li><strong>Integration\/time-to-value<\/strong> (workflow fit, implementation, adoption).<\/li>\n\n\n\n<li><strong>Trust<\/strong> (credentials, compliance, partners, cases).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Write your differentiator as a structural advantage, not a feature:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cIt\u2019s not that we have dashboards. It\u2019s that we reduce time-to-decision by unifying signals and delivering an actionable recommendation inside the workflow.\u201d<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-1024x576.png\" alt=\"Frame 17567\" class=\"wp-image-7770\" srcset=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-1024x576.png 1024w, https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-300x169.png 300w, https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-768x432.png 768w, https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-1536x864.png 1536w, https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17567-2048x1153.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4) Mistake: An \u201caspirational\u201d narrative with no mechanism<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: \u201cWe empower teams\u201d, \u201cwe revolutionize the industry\u201d, \u201cinnovation\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: it sounds like everyone else; it doesn\u2019t reduce risk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: replace aspiration with an operational mechanism:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What friction you remove.<\/li>\n\n\n\n<li>How you do it (in 1 sentence, no jargon).<\/li>\n\n\n\n<li>What changes in the buyer\u2019s day-to-day.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Template:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cWe help [buyer] [impact] because [plain-language mechanism].\u201d<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5) Mistake: Promising outcomes you can\u2019t prove yet<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: \u201cWe triple revenue\u201d without proof or context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: it feels like hype; trust breaks exactly where it matters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: define \u201cenough evidence for the next step\u201d by stage:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Early<\/strong>: pilots, advisory board, preprints, partnerships, onboarding metrics.<\/li>\n\n\n\n<li><strong>Growth<\/strong>: cases, benchmarks, integrations, comparisons, cohorts.<\/li>\n\n\n\n<li><strong>Scale<\/strong>: studies, certifications, longitudinal metrics.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rule<\/strong>: don\u2019t promise the destination; promise the next verifiable segment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6) Mistake: A fuzzy ICP (trying to appeal to everyone)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: the website speaks to everyone\u2026 so no one feels \u201cthis is for me.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: low-quality leads, sales wastes time, marketing gets frustrated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: pick a primary ICP (not the only one) and write to their specific friction:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cFor whom\u201d (role + context).<\/li>\n\n\n\n<li>\u201cWhy now\u201d (trigger).<\/li>\n\n\n\n<li>\u201cWhich risk they want to avoid\u201d (not just benefits).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A strong ICP makes the buyer think: \u201cyou\u2019re reading my mind.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7) Mistake: Not designing the brand for sales (only for marketing)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Symptom<\/strong>: marketing generates interest, but sales lacks narrative, proof, and sequences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost<\/strong>: slow pipeline, lower MQL\u2192SQL conversion, losses due to uncertainty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fix<\/strong>: build a minimum sales system:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>3\u20135 repeatable messages.<\/li>\n\n\n\n<li>5 objections + responses.<\/li>\n\n\n\n<li>3 proofs per level: credentials, metrics, cases.<\/li>\n\n\n\n<li>1 story (why now + why you).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A brand that grows<\/strong>: one that can be repeated without degrading.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comparison table: a \u201cpretty\u201d brand vs a brand that sells<\/h2>\n\n\n\n<figure class=\"wp-block-table\">\n<table>\n<thead><tr><th>Element<\/th><th>Pretty (doesn\u2019t scale)<\/th><th>Sells (reduces friction)<\/th><\/tr><\/thead>\n<tbody>\n<tr><td>Category<\/td><td>Broad and generic<\/td><td>Specific, repeatable, contextual<\/td><\/tr>\n<tr><td>Message<\/td><td>Aspirational (\u201cinnovation\u201d)<\/td><td>Operational (mechanism + friction)<\/td><\/tr>\n<tr><td>Differentiation<\/td><td>Features<\/td><td>Structural advantage (data, integration, trust)<\/td><\/tr>\n<tr><td>Evidence<\/td><td>Claims<\/td><td>Enough proof for the next step<\/td><\/tr>\n<tr><td>ICP<\/td><td>Everyone<\/td><td>Someone specific (role + trigger + risk)<\/td><\/tr>\n<tr><td>Sales<\/td><td>Improvisation<\/td><td>Message system + objections + proof<\/td><\/tr>\n<\/tbody>\n<\/table>\n<figcaption class=\"wp-element-caption\">The same six elements in a brand built to look good and in a brand built to sell. The difference is never the craft; it is whether a decision sits underneath.<\/figcaption>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Final checklist (30 minutes to gain one clarity level)<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Category<\/strong>: write your category in 12 words (with buyer and context).<\/li>\n\n\n\n<li><strong>Problem<\/strong>: list 3 frictions or risks the buyer wants to avoid.<\/li>\n\n\n\n<li><strong>Mechanism<\/strong>: one sentence, no jargon: \u201cwe do it like this.\u201d<\/li>\n\n\n\n<li><strong>Differentiator<\/strong>: define an advantage that survives copying.<\/li>\n\n\n\n<li><strong>Evidence<\/strong>: 1 proof today + 1 proof in the next quarter.<\/li>\n\n\n\n<li><strong>Promise<\/strong>: write one sentence using: \u201cFor [buyer]\u2026 we help\u2026 because\u2026\u201d.<\/li>\n\n\n\n<li><strong>Sales<\/strong>: write 5 real objections and your response with proof.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">If you still find yourself saying \u201cwe\u2019re a platform\u201d afterward, it\u2019s not a copy problem\u2014it\u2019s a decision problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\">\n<div class=\"schema-faq-section\" id=\"faq-question-776101\"><strong class=\"schema-faq-question\">What is a brand MVP in a startup?<\/strong> <p class=\"schema-faq-answer\">A minimal set of decisions (category, buyer, promise, differentiation, and evidence) that makes the product understandable and credible to accelerate pipeline.<\/p><\/div>\n<div class=\"schema-faq-section\" id=\"faq-question-776102\"><strong class=\"schema-faq-question\">When is the right time to invest in brand?<\/strong> <p class=\"schema-faq-answer\">When sales repeats clarity objections (\u201cI don\u2019t get it\u201d, \u201cyou\u2019re like X\u201d), CAC rises, the cycle lengthens, or the team tells different versions of the pitch.<\/p><\/div>\n<div class=\"schema-faq-section\" id=\"faq-question-776103\"><strong class=\"schema-faq-question\">What\u2019s the most expensive mistake?<\/strong> <p class=\"schema-faq-answer\">A fuzzy category and ICP: if the buyer doesn\u2019t recognize themself, they won\u2019t move forward. Everything else is cosmetic.<\/p><\/div>\n<div class=\"schema-faq-section\" id=\"faq-question-776104\"><strong class=\"schema-faq-question\">How do I know if my differentiation is real?<\/strong> <p class=\"schema-faq-answer\">If it can be copied with features, it isn\u2019t differentiation. It should come from data, integration\/time-to-value, or verifiable trust.<\/p><\/div>\n<div class=\"schema-faq-section\" id=\"faq-question-776105\"><strong class=\"schema-faq-question\">What minimum deliverables should come out of this work?<\/strong> <p class=\"schema-faq-answer\">A category statement, ICP map, key messages, promise, proofs, objections, and a narrative architecture for web and sales.<\/p><\/div>\n<div class=\"schema-faq-section\" id=\"faq-question-776106\"><strong class=\"schema-faq-question\">How much does it cost to fix positioning once it is already wrong?<\/strong> <p class=\"schema-faq-answer\">Roughly the same as doing it properly the first time, plus the cost of migrating everything already published \u2014 website, deck, sales collateral. That migration is the part nobody budgets for. European market ranges by scope, and the one number that makes two proposals comparable, are in <a href=\"https:\/\/salago.design\/blog\/b2b-branding-cost\/\">how much a B2B branding project costs<\/a>.<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Quick answer Most branding mistakes in a growing startup are the same mistake wearing seven different costumes: decisions that were [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":7766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"page_builder":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-7761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding Mistakes in Startups: 7 That Cost You Deals<\/title>\n<meta name=\"description\" content=\"Seven branding mistakes growing startups make, the symptom each one shows first, and the real commercial cost \u2014 longer cycles, price-led deals \u2014 plus the fix.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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European market ranges by scope, and the one number that makes two proposals comparable, are in how much a B2B branding project costs.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/salago.design\/wp-content\/uploads\/2026\/07\/Frame-17565-scaled.png","_links":{"self":[{"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/posts\/7761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/comments?post=7761"}],"version-history":[{"count":6,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/posts\/7761\/revisions"}],"predecessor-version":[{"id":9372,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/posts\/7761\/revisions\/9372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/media\/7766"}],"wp:attachment":[{"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/media?parent=7761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/categories?post=7761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/salago.design\/en\/wp-json\/wp\/v2\/tags?post=7761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}