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Naming and Positioning
Allan Tan
What’s in a Name
Word/s to address or refer to a person, animal,
place, thing, or business.
Importance
• First thing people see, hear, and remember.
• People judge your company from the name.
• It makes emotional c...
Hard and Difficult
• It’s a mix of art, science and
perseverance.
• It must be short, and yet
represent your vision and
va...
Expensive
$1,000,000.00
More Expensive
$100,000,000.00
Accent on the Future
First Step
1. Know your vision.
– Look for the root word.
1. Know your
position/competition.
– Look for the differentiator...
Next Step
• Enumerate and brainstorm with your team.
• Set a deadline to finalize.
• Hedge on strong search words using Ad...
Research
• Research name usage on social media using
– http://namechk.com/
• Check if available in SEC, DTI, IPO (Trademar...
• They were trying to come
up with names that fit with
the theme of a mobile
phone buzzing an update
in your pocket.
• Nam...
Sounds good and available
Composition
Selected ingredients: coca leaves
and kola nuts.
Experiential
The fact that it also gives the drinker
some extra “pep”.
Digestive enzyme pepsin.
Personal
Zynga is named after CEO Mark Pincus’s late
American Bulldog, Zinga. The name means
African warrior princess.
Memorable Acronym
The acronym for “Technology, Entertainment & Design”.
With tagline “Ideas worth spreading”.
Etymology and Synonyms
• http://www.etymonline.com/
• http://www.powerthesaurus.org/
• http://www.visualthesaurus.com/
Foreign Language
• German language word meaning "over", "above" or
"across”
• Latin : http://www.latindictionary.net
• Nea...
Visual Inspiration
Compound Words
Portmanteau
• Combination of taking parts (but not all) of two (or
more) words or their sounds (morphemes) and their
meani...
Prefix , Suffix
• Common Prefixes: my-, our-, the-, all-, in-, on-, un-
• Common Suffixes: -ly, -sy, -er, -it, -ie, -io, -...
Misspell the Words
Add Numbers
Domain Names
“Names are underrated, but domains names are
(increasingly) overrated.“ - Chris Dixon
•Square, Dropbox, Box.n...
Domain Names
• Square was squareup.com
• DropBox was getdropbox.com
• Facebook was thefacebook.com
• Instagram was instagr...
Logo 101
Inspirations
Inspirations
It is about
telling stories.
Classic
Tools
Tagline 101
• Do I need a tagline?
No.
• A tagline is a small amount of text which serves to
clarify a thought for, or des...
Tagline 101
• When do I need a tagline?
– When name and logo is not enough.
– When reposition in the industry.
• Qualities...
Ranking
Test
• Ask your friends, family, working group what they
associate to the name.
• Send out survey to your mailing list.
• ...
Insights From Experience
Other Tips
• Convey your Vision, Competition, Target Market to
designer or brand team.
• Do not use public domain clipart,...
Resources
http://jasonfrasca.com/deconstructing-everyday-blog/tools-to-
name-your-startup-company/
http://www.igorinternat...
Thank you
Allan C. Tan, SCEA, PMP
CEO/President
Email: allan@ideyatech.com
http://www.ideyatech.com/
allanctan
@allanctan ...
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Naming and positioning

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Approaches to picking the right name to you startup

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Naming and positioning

  1. 1. Naming and Positioning Allan Tan
  2. 2. What’s in a Name Word/s to address or refer to a person, animal, place, thing, or business.
  3. 3. Importance • First thing people see, hear, and remember. • People judge your company from the name. • It makes emotional connection to your customers. • It drives traffic and discoverability (e.g. Google search, App Store). • A good name can get you through the door.
  4. 4. Hard and Difficult • It’s a mix of art, science and perseverance. • It must be short, and yet represent your vision and values. • It must be available (domain, SEC/DTI).
  5. 5. Expensive $1,000,000.00
  6. 6. More Expensive $100,000,000.00 Accent on the Future
  7. 7. First Step 1. Know your vision. – Look for the root word. 1. Know your position/competition. – Look for the differentiator. 1. Know your target market. – Look for common words.
  8. 8. Next Step • Enumerate and brainstorm with your team. • Set a deadline to finalize. • Hedge on strong search words using Adwords
  9. 9. Research • Research name usage on social media using – http://namechk.com/ • Check if available in SEC, DTI, IPO (Trademark) – If not available, use it as a brand instead of company name. – Avoid conflict in names.
  10. 10. • They were trying to come up with names that fit with the theme of a mobile phone buzzing an update in your pocket. • Name was picked out of a hat. Directed Fate
  11. 11. Sounds good and available
  12. 12. Composition Selected ingredients: coca leaves and kola nuts.
  13. 13. Experiential The fact that it also gives the drinker some extra “pep”. Digestive enzyme pepsin.
  14. 14. Personal Zynga is named after CEO Mark Pincus’s late American Bulldog, Zinga. The name means African warrior princess.
  15. 15. Memorable Acronym The acronym for “Technology, Entertainment & Design”. With tagline “Ideas worth spreading”.
  16. 16. Etymology and Synonyms • http://www.etymonline.com/ • http://www.powerthesaurus.org/ • http://www.visualthesaurus.com/
  17. 17. Foreign Language • German language word meaning "over", "above" or "across” • Latin : http://www.latindictionary.net • Nearly 60% of English words are defined from Latin
  18. 18. Visual Inspiration
  19. 19. Compound Words
  20. 20. Portmanteau • Combination of taking parts (but not all) of two (or more) words or their sounds (morphemes) and their meanings into a single new word. • For Example: – Spoon + Fork = Spork – British + Fitness = Britness • http://www.werdmerge.com/ • http://www.namerobot.com/ • http://www.portmanteaur.com/
  21. 21. Prefix , Suffix • Common Prefixes: my-, our-, the-, all-, in-, on-, un- • Common Suffixes: -ly, -sy, -er, -it, -ie, -io, -am, -ia, -ora, -ero, -ist, -ism, -ium, -ble, -ify, -ous, -ing • onSwipe, inDinero, Alltuition, Mycityway, Nestio, Goodsie, Spotify, Shopify, Posterous, bitly • http://wordoid.com/
  22. 22. Misspell the Words
  23. 23. Add Numbers
  24. 24. Domain Names “Names are underrated, but domains names are (increasingly) overrated.“ - Chris Dixon •Square, Dropbox, Box.net all started with temp domains. •Check for available domain names using – If not available, use prefix (e.g. go-, in-, get-) or suffix (e.g. –now,-online)
  25. 25. Domain Names • Square was squareup.com • DropBox was getdropbox.com • Facebook was thefacebook.com • Instagram was instagr.am • Twitter was twttr.com • Foursquare was playfoursquare.com • Basecamp is basecamphq.com • Pocket is getpocket.com • Bitly was/is bit.ly
  26. 26. Logo 101
  27. 27. Inspirations
  28. 28. Inspirations It is about telling stories.
  29. 29. Classic
  30. 30. Tools
  31. 31. Tagline 101 • Do I need a tagline? No. • A tagline is a small amount of text which serves to clarify a thought for, or designed with a form of, dramatic effect.
  32. 32. Tagline 101 • When do I need a tagline? – When name and logo is not enough. – When reposition in the industry. • Qualities of a great tagline – Short, catchy and memorable. – Express brand values, personality and position – Evoke emotional response
  33. 33. Ranking
  34. 34. Test • Ask your friends, family, working group what they associate to the name. • Send out survey to your mailing list. • Crowdsource Opinion – http://www.zipinion.com/ – 5 Seconds Test (http://usabilityhub.com/)
  35. 35. Insights From Experience
  36. 36. Other Tips • Convey your Vision, Competition, Target Market to designer or brand team. • Do not use public domain clipart, images. • Make sure it is available and not trademarked. • Consider printing on shirt, letterhead, and other materials.
  37. 37. Resources http://jasonfrasca.com/deconstructing-everyday-blog/tools-to- name-your-startup-company/ http://www.igorinternational.com:7080/process/igor-naming- guide.pdf http://mashable.com/2012/10/04/startup-naming/ http://justcreative.com/2009/07/27/what-makes-a-good-logo/ http://pipedreamstudio.com/whats-tagline-need-one/ http://stocklogos.com/topic/famous-logo-designs-and-how- much-did-they-cost
  38. 38. Thank you Allan C. Tan, SCEA, PMP CEO/President Email: allan@ideyatech.com http://www.ideyatech.com/ allanctan @allanctan ph.linkedin.com/in/allanctan/

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