The document discusses the challenge of differentiating startup brands in a saturated market, emphasizing the importance of a leadership brand that conveys uniqueness, expertise, and thought leadership. Three key factors for effective branding are strategic fit, memorability, and legal protectability, with examples highlighting successful brands. Additionally, it underscores the significance of positioning in consumers' minds and suggests that entrepreneur branding involves establishing authority by addressing significant market challenges.

1. Branding, Naming & Positioning
- Joshua Rozario

3. The Problem!
“The ‘surplus society’ has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, coming up with similar ideas,
producing similar things, with similar prices and
similar quality.”
-Kjell Nordstrom and Jonas Ridderstrale, Funky Business
How do your Startup Brand ‘Stand out’ in this
‘Similar Society’?

7. Positive and Clear Idea/Perception
Customer
Company/Startup
Products/Services
Startups Uniqueness/Value

8. GUT
FEELING

9. What is a Leadership Brand?
A Leadership Brand is that Positive and
Clear Idea/Perception that People have
about your YOUniqueness, Expertise and
Thought Leadership

10. Louis Philippe Shirts
vs
Ravi Shirts

11. What is

12. Universe of Activities
Influence
Idea/Perception
Startup Brand

13. Heart of Branding
Differentiation

14. What is a Leadership Brand
A Leadership Brand is that Positive and
Clear Idea/Perception that People have
about your YOUniqueness, Expertise
and Thought Leadership

16. 3 Key Factors
• Strategic Fit
• Memorability
• Legal Protectability

17. Memorability
• Unique/Different
• Eg: Kodak
• Short Names (Two Syllables)
• Eg: Google, Wal-Mart, Nike etc.
• Meaning (Association/ Mental Image)
• Eg: Ford Mustang
• Elicit Emotions
• Eg: Pampers

18. Strategic Fit
• Melody
• Eg: Coca Cola
• Positioning
• Eg: First Step Leadership
• Suffixes & Prefixes
• Eg: Microsoft (Micro + Soft)

19. Protectability
• Trademark
• Eg: YOUniqueness™
• Domain Name
• Ref: www.leandomainsearch.com

21. Positioning

22. Positioning
• Own a Word in the Prospect’s Minds
• Eg: Safety = Volvo
• FedEx = Overnight Shipping
• Mindshare over Marketshare
• Eg: Flipkart vs Amazon

23. Recommended Reading

24. Entrepreneur Branding

25. Entrepreneur Branding is about becoming an
Authority on Relevant Issues by delivering
Answers/Solutions to the Biggest
Questions/Challenges/Problem the
Market/Industry has
It is your YOUnique Perspective to it