Odetta is moderately famous in a few of the top business schools in Pakistan, and some founders recently asked us how we built our brand. I realized that out of necessity to meet our mission, we focus on hiring Odettians while they are still in school, before they get discouraged by the labor market. Most of the Odettians who join our platform heard about us by watching a fellow classmate earn money while doing her masters. This is just another reminder that authentically following your mission can lead to unusual brand awareness.