Right from the beginning it is important for every startup to think about how they are going to build up the brands and the assets of the organization. If the organization starts up doing software products then this is a lot easier, but if the organization starts up by doing software services then this might seem very hard but it is important that a framework is put in place to capture and grow every asset the company is building over time.
People come and go in an organization the only thing constant are the brands and the assets the company builds over time. The organization even if it is in the software services space should always think about how they are going to add to these assets because it is these assets that in the long run will build value for the organization.
Building skills in the people working in the organization does not work in the long run, one cannot stop them from leaving the organization and when they leave, the knowledge that they gained which is the asset the organization markets and sells leaves with them in turn making the organization poorer. Physical assets in the form of software products and well documented processes that are maintained never leave the organization. They can be picked up by others and carried forward.