Effectuation is comprehended as a strategy that is used in an uncertain context being explored in co-created opportunities orthe co-creation of markets. In discussions of effectuation asa theoretical model, branding is only briefly touched upon. This article aims to deepen the discussion of effectual branding byshowing how the personas of an entrepreneur can be importantfor sense-making and creating trust in an uncertain setting. Focusing on how the meanings of brands emerge from a network of stakeholders, this article suggests conceptual propositions regarding how the personas of entrepreneurs become important resources in the intertwined processes of co-authoring brandmeanings and co-creating new ventures. A case from the fashionindustry clarifies how these concepts provide insight into entrepreneurial venture processes.