Naming & Branding
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Transcript of Naming & Branding
FI: Naming & Posi/oning Shahirah Gardner
Naming is hard
A winning name is one that requires no introduc3on, no explana3on and very li:le
adver3sing to give it clout.
1. Iden/fy compe/tors + their posi/oning 2. Compare + iden/fy areas for differen/a/on
3. Develop dis/nct posi/oning statement
Posi/oning = mental space to build a brand
4. Develop value proposi/on + messages
You’re not naming a startup, you’re naming a brand
» They are born » They come alive
» They have a brain, heart and a spirit » They have an appearance » They have personality
» Quali/es
» They empathize » They make requests
» They have friends, partners, influencers and allies » Enemies and naysayers
» They have goals, hopes and dreams
VS
5 Step Naming Process
1. Understand Name Types
Func/onal/ Descrip/ve:
Experien/al/ Metaphoric
Coined Terms Evoca/ve Names
2. Compe3tor Analysis
Blending in is not an op3on!
Literal concepts
Figura/ve concepts
Synonyms
Examples / Types *Foreign Words
3. Generate the Root Word
4. Create permuta/ons
Compound words: Portmanteau:
Add prefix / suffix: Misspell:
Protectability
Brevity
Dis1nc1veness
Spelling/ Punctua1on
Appropriateness Likeability 5. Checklist
Scalability / Depth
[email protected] @launchcodepr 0415 288 549
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