Branding, Naming & Positioning

- Joshua Rozario

The Problem!

“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”

-Kjell Nordstrom and Jonas Ridderstrale, Funky BusinessHow do your Startup Brand ‘Stand out’ in

this ‘Similar Society’?

Positive and Clear Idea/PerceptionCustomer

Company/StartupProducts/

Services Startups Uniqueness/Value

GUTFEELING

What is a Leadership Brand?

A Leadership Brand is that Positive and Clear Idea/Perception that People have about your YOUniqueness, Expertise and Thought Leadership

Louis Philippe Shirts vs

Ravi Shirts

What is

Universe of Activities

InfluenceIdea/Perception

Startup Brand

Heart of Branding

Differentiation

What is a Leadership Brand

A Leadership Brand is that Positive and Clear Idea/Perception that People have about your YOUniqueness, Expertise and Thought Leadership

3 Key Factors

• Strategic Fit• Memorability

• Legal Protectability

Memorability

• Unique/Different• Eg: Kodak

• Short Names (Two Syllables)• Eg: Google, Wal-Mart, Nike etc.

• Meaning (Association/ Mental Image)• Eg: Ford Mustang

• Elicit Emotions• Eg: Pampers

Strategic Fit

• Melody• Eg: Coca Cola

• Positioning • Eg: First Step Leadership

• Suffixes & Prefixes • Eg: Microsoft (Micro + Soft)

Protectability

• Trademark• Eg: YOUniqueness™

• Domain Name• Ref: www.leandomainsearch.com

Positioning

Positioning• Own a Word in the Prospect’s

Minds• Eg: Safety = Volvo• FedEx = Overnight Shipping

• Mindshare over Marketshare• Eg: Flipkart vs Amazon

Recommended Reading

Entrepreneur Branding

Entrepreneur Branding is about becoming an Authority on Relevant Issues by delivering Answers/Solutions to the Biggest Questions/Challenges/Problem the Market/Industry has

It is your YOUnique Perspective to it