You Name It

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A No-Nonsense Approach to Naming Your Small Business, Product or Service with a Big Idea. By Tanj Branding LLC

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You Name It

  1. 1. You Name It A No-Nonsense Approach to Naming Your Small Business, Product or Service with a Big Idea Spring 2010 Scott Milano Managing Director Tanj Branding LLC scott@tanjbranding.com www.tanjbranding.com www.twitter.com/tanj_nyc
  2. 2. Hi, Iʼm Scott Milano Copyright © 2010 Tanj Branding LCC. All rights reserved. 2
  3. 3. I work with language. I work with brands like these… the James Irvine foundation Copyright © 2010 Tanj Branding LCC. All rights reserved. 3
  4. 4. Verbal Branding: Whatʼs that? Verbal Branding is how a brand harnesses the Sir Mortimer Marcus power of language Aurelius Lambent III to communicate with the world. Copyright © 2010 Tanj Branding LCC. All rights reserved. 4
  5. 5. How does a brand “harness” the power of language? Brand Name Brand Story Tagline Brand Voice Key Brand Messages Copy in Communications Copyright © 2010 Tanj Branding LCC. All rights reserved. 5
  6. 6. Brand Names Copyright © 2010 Tanj Branding LCC. All rights reserved. 6
  7. 7. Think about all these famous brands Copyright © 2010 Tanj Branding LCC. All rights reserved. 7
  8. 8. Now strip away the color… Copyright © 2010 Tanj Branding LCC. All rights reserved. 8
  9. 9. And the form… and your left with one thing: the name Coca-Cola BMW Disney Kodak Starbucks McDonald's Citibank at&t Merrill Lynch ROLEX GAP Volkswagen Mercedes-Benz Microsoft KFC TOYOTA SONY NOKIA intel Gillette Colgate adidas BOEING Leviʼs KRAFT Goldman bp GUCCI Kelloggʼs Pfizer Sachs Copyright © 2010 Tanj Branding LCC. All rights reserved. 9
  10. 10. The importance of a name Brand names are important. They are the first public act of branding. They are at the core of all brands. Copyright © 2010 Tanj Branding LCC. All rights reserved. 10
  11. 11. The importance of a name Survey of the “Biggest effects on hit products” Marketing Professionals (139 respondents) Brand Name Brand Slogan Package Design Brand Character Brand Logo Brand Symbol 0 20 40 60 80 100% Source The Japan Economic Times Copyright © 2010 Tanj Branding LCC. All rights reserved. 11
  12. 12. Youʼre here today to learn a… No-nonsense, practical approach to naming your small business, product or service with a big idea Copyright © 2010 Tanj Branding LCC. All rights reserved. 12
  13. 13. Youʼll need… $ $ + ¥ ¥ £ £ € € Copyright © 2010 Tanj Branding LCC. All rights reserved. 13
  14. 14. First, “time.” Copyright © 2010 Tanj Branding LCC. All rights reserved. 14
  15. 15. Tip 1. Get Strategic Copyright © 2010 Tanj Branding LCC. All rights reserved. 15
  16. 16. Tip 1. Get Strategic Ask yourself… What are my competitorsʼ Be Different names? What do my customers really Be Relevant want? Copyright © 2010 Tanj Branding LCC. All rights reserved. 16
  17. 17. Tip 2. Get Thinking Copyright © 2010 Tanj Branding LCC. All rights reserved. 17
  18. 18. Tip 2. Get Thinking Ask yourself… Whatʼs the Develop essence of my Creative brand? Themes (Like “Intelligent & Fresh”) Where will it go in Allow for Stretch the future? (You may even go into Airlines!) Copyright © 2010 Tanj Branding LCC. All rights reserved. 18
  19. 19. Tip 3. Get Creative Copyright © 2010 Tanj Branding LCC. All rights reserved. 19
  20. 20. Tip 3. Get Creative Now you have to… Set Aside Time, Sit Down, And Actually Create Names… Lots of them! Itʼs about Quality & Quantity. Copyright © 2010 Tanj Branding LCC. All rights reserved. 20
  21. 21. Think about all the different kinds of names you can create Construct Expression Acronym BMW Functional Acura Real Word Mini Benefit Volkswagen Coined Aspirational Infiniti (compound) Land Rover General Coined Lexus Descriptive Motors (one-word) Corporation Hybrid Phrase Synergy Suggestive Lotus Drive Copyright © 2010 Tanj Branding LCC. All rights reserved. 21
  22. 22. Creativity vs. Communication Remember, the more “creative” your name is, the more money youʼll likely spend to build meaning into that name and develop you brandʼs story… $80,000,000* (ad spend during launch) Also remember, the more “descriptive” your brand name is, the more generic and commoditized it can become… * http://www.digidaydaily.com/stories/microsoft-s-80-million-ad-spend-paying-off-for-bing/ Copyright © 2010 Tanj Branding LCC. All rights reserved. 22
  23. 23. Now that youʼve got all these great names… Copyright © 2010 Tanj Branding LCC. All rights reserved. 23
  24. 24. Tip 4: Shortlist & Decide Shortlist and select the final candidate based on the criteria most important to your business and your brand Fit to Strategy? Memorable? Trademark Fit to Brand? Available? Allows for URL available? Stretch? No Negative Consumer Meaning? evaluation? Easy to Quick Google Pronounce? Search? Copyright © 2010 Tanj Branding LCC. All rights reserved. 24
  25. 25. If a candidate meets all your criteria and rises to the top… Nice work! Youʼve got yourself a new brand name! Copyright © 2010 Tanj Branding LCC. All rights reserved. 25
  26. 26. Now letʼs review 1. Get Strategic 2. Get Thinking 3. Get Creative 4. Shortlist & Decide Copyright © 2010 Tanj Branding LCC. All rights reserved. 26
  27. 27. Now… the “Money” $ $ $ $ $ $ ¥ ¥ ¥ ¥ ¥ ¥ £ £ £ £ £ £ € € € € € € Copyright © 2010 Tanj Branding LCC. All rights reserved. 27
  28. 28. Costs to keep in mind (sorry, rough numbers only) • Creative Development (just you) 0 • Creative Development (pro help) $,$$$ - $$,$$$ • Linguistic Screening (pro help) $$$ - $,$$$ • Trademark Screening (pro help) $$$ - $,$$$ • Trademark Registration (just you) $$$ - $,$$$ • URL Registration (just you) $$ Copyright © 2010 Tanj Branding LCC. All rights reserved. 28
  29. 29. A final note… 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, weʼre confident youʼll 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@tanjbranding.com http://tanjbranding.com http://twitter.com/tanj_nyc Copyright © 2010 Tanj Branding LCC. All rights reserved. 29
  30. 30. Thank you! Scott Milano Managing Director Tanj Branding LLC scott@tanjbranding.com www.tanjbranding.com www.twitter.com/tanj_nyc

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