NAMING BRANDING
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NAMING BRANDING

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NAMING BRANDING NAMING BRANDING Presentation Transcript

  • Naming & Branding our business
  • Present: Digital Media Director @ Ringier AG Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman • Founder of Marry.vn • Founder of Bepgiadinh.com • Co-Founder of Otosaigon.com • And some other failed projects about me
  • Naming & Branding 70% 30%
  • #1 - NAMING
  • • Everybody have a name! • My name is Hieu. -> A name is a vision for our children/business What is your name?
  • A name set a destiny for our life/business
  • A name set a destiny for our life/business Trần Văn Hổ Trần Đăng Khoa
  • A name set a destiny for our life/business
  • Everybody s got a name What if we got a BAD NAME? 
  • Problems with a bad name http://luathoc.cafeluat.com/showthread.php/8425-Ten-xau-thay-doi-duoc-khong
  • Problems with a bad name http://www.baomoi.com/Phai-mang-ten-xau-den-18-tuoi/139/2930535.epi
  • Problems with a bad name http://vietbao.vn/An-ninh-Phap-luat/Kien-So-Tu-phap-vi-khong-cho-doi-ten/10822363/218/
  • What about BUSINESS NAME?
  • (MARket OF Information) I wish I choose a better name Le Tran Hong Phuc
  • A name could: • Limit yourself to: • Expand to another region. • Expand your product category. • Make your customer forget/confuse Customer, if they're not sure what is your brand-name or how to call it, they might skip and simply type your competitor's name.
  • So, avoid thinking • It s just a name! • My stupid name will be good name when we are big.
  • How to NAME A NAME DO s:  Easy to remember  Relevant to your business  Impress  Not too long  No need to spell word by word  No symbol/number
  • How to NAME A NAME DON Ts:  Avoid acronyms BASF, IBM, GE, BMW, AT&T, TIAA-CREF, AFLAC, SBC, CVS, ABC, CNN, MBNA, MGM  Be careful with space Pen Island  penisland, Auctions Hit  auctionshit, Kids Exchange  kidsexchange  Be careful Vietnamese language with no sign "A oi a dang o dau vay,den day le e dang coi quan ne,anh den nho mua bao nha,o day toan bao cu ko ah,ma thoi anh khoi mua vi em vua mat kinh roi,anh den le di em chiu het noi roi ne,anh oi"
  • How to NAME A NAME ENGLISH or VIETNAMESE or BOTH? It depends on: Our target user Domain name availability
  • How to NAME A NAME CHOOSE A NOW-NAME • Easier to grown. • Focus. • We will have solution when we are big.
  • NhacCuaTui.com
  • How to NAME A NAME MEANING OR NO-MEANING?
  • How to NAME A NAME ONE FOR ALL or SEPARATE? mail.google.com earth.google.com calendar.google.com talk.google.com ... enbac.com linkhay.com afamily.vn muachung.vn ...
  • OK, we have a name What next?
  • Choose a domain name
  • Protect your name
  • CASE STUDY
  • Wedding Community WHAT WE WANT  English  =< 2 words  Domain name is available  Related to wedding Marry.vn
  • Home Decoration WHAT WE WANT  English  =< 2 words  Domain name is available  Related to decoration/architecture Dekor.vn
  • DealHunter
  • One for All vs. Independent
  • Marry Network marry.vn dekor.vn marry.vn home.marry.vn baby.marry.vn
  • #2 - BRANDING
  • A Brand is Name + Logo + Slogan
  • Actually (Just) Logo Is Not Branding Your brand is not a logo, a color scheme or a slogan. Your brand is your reputation. It's what people think and feel about your business.
  • Advantages of a strong brand  You can sell your product/service with a higher price  Create customer loyalty  Recognition  Help you expand easier  Help you connects to your customer s emotionally
  • But in this period of time do not focus on that, because:  It costs you money (a lot of money)  It costs you time  It can change  Investor don t care
  • Just focus on this Your Brand will grow  In the beginning: You are Your Brand!  Messaging & Positioning (for internal & external)  Describe your business in 1 sentence  Customer Care  Employee Care  Quality of Product/Service  User Experience is Brand Experience  Use your Marketing Budget smart
  • THANK YOU! NGUYEN NGOC HIEU ngochieu.com