Contenu connexe Similaire à You Name It (20) You Name It1. You Name It
A No-Nonsense Approach to
Naming Your Small Business,
Product or Service with a Big Idea
Scott Milano
Managing Director
Tanj Branding LLC
scott@tanj.co
www.twitter.com/tanj_nyc
www.tanj.co
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I work with language. I work with brands like these…
the James Irvine foundation
4. Verbal Branding: What’s that?
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Verbal Branding is
how a brand
harnesses the
power of language
to communicate
with the world.
Sir Mortimer Marcus
Aurelius Lambent III
5. How does a brand “harness” the power of language?
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Brand Name
Brand Story
Tagline
Brand Voice
Key Brand Messages
Copy in Communications
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Think about all these famous brands
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Now strip away the color…
10. The importance of a name
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Brand names are
important. They
are the first public
act of branding.
They are at the
core of all brands.
11. The importance of a name
Survey of the “Biggest effects on hit products”
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Marketing Professionals (139 respondents)
Source:The Japan Economic Times
Brand Name
Brand Slogan
Brand Character
Brand Logo
Brand Symbol
Package Design
0 20 40 60 80 100%
12. You are here today to learn a…
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No-nonsense, practical
approach to naming your
small business, product or
service with a big idea
15. Tip 1. Get Strategic
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16. Tip 1. Get Strategic
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Ask yourself…
Be Different
Be Relevant
What are my
competitors’
names?
What do my
customers really
want?
17. Tip 2. Get Thinking
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18. Tip 2. Get Thinking
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Ask yourself…
Develop
Creative
Themes
(Like “Intelligent& Fresh”)
Allow for Stretch
(You may even go into
Airlines!)
What’s the
essence of my
brand?
Where will it go in
the future?
19. Tip 3. Get Creative
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20. Tip 3. Get Creative
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Now you have to…
Set Aside Time,
Sit Down,
And Actually
Create Names…
Lots of them!
It’s about Quality & Quantity.
21. Think about all the different kinds of names you can create
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Construct
Acronym
Real Word
Coined
(compound)
Coined
(one-word)
Phrase
BMW
Mini
Lexus
Land Rover
Hybrid
Synergy
Drive
Expression
Functional
Benefit
Aspirational
Descriptive
Suggestive
Acura
Volkswagen
Infiniti
General
Motors
Corporation
Lotus
22. Creativity vs. Communication
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Remember, the more “creative” your name is, the more money you’ll likely
spend to build meaning into that name and develop you brand’s story…
Also remember, the more “descriptive” your brand name is, the more generic
and commoditized it can become…
$80,000,000*
(ad spend during
launch)
* http://www.digidaydaily.com/stories/microsoft-s-80-million-ad-spend-paying-off-for-bing/
23. Now that you’ve got all these great names…
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24. Tip 4: Shortlist & Decide
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Shortlist and select the final candidate based on the criteria most
important to your business and your brand
Trademark
Available?
Quick Google
Search?
Consumer
evaluation?
URL available?
Memorable?
Fit to Brand?
Easy to
Pronounce?
No Negative
Meaning?
Allows for
Stretch?
Fit to Strategy?
25. If a candidate meets all your criteria and rises to the top…
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Nice work!
You’ve got yourself
a new brand name!
26. Now let’s review
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1. Get Strategic
2. Get Thinking
3. Get Creative
4. Shortlist & Decide
28. Costs to keep in mind (sorry, rough numbers only)
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• Creative Development (just you)
• Creative Development (pro help)
• Linguistic Screening (pro help)
• Trademark Screening (pro help)
• Trademark Registration (just you)
• URL Registration (just you)
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29. A final note…
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Naming is deceivingly difficult. And it becomes even harder
when you have to name something for yourself. But now that
you have some general tips and direction on how to name your
new small business, product or service, we’re confident you’ll
be able to create a big idea. Best of luck, and if you run into
trouble along the way, feel free to drop us a line.
Scott Milano
scott@tanj.co
http://tanj.co
http://twitter.com/tanj_nyc