This document provides guidance on branding for startups. It discusses developing a positioning statement to define what a brand stands for and who it is for. It also discusses creating a memorable tagline that sums up the brand's tone and purpose. Additionally, it addresses determining the type of brand name, searching for potential names, and negotiating acquisition of desired domain names. The overall message is to focus on defining the brand through a positioning statement while also selecting a name that fits and leaves room for growth, and to prioritize building the product above other branding activities.

1. BRANDING: Startup
Mike Fridgen, @mfridgen,
Style

2. 1 2 3
INSPIRE
BRANDINGACTION

3. 1 2 3
INSPIRE
BRANDINGACTION

4. Apollo 11

6. “One Google search
query uses about as
much computing as
the entire Apollo
program!”
Amit Singhal, Google
@theamitsinghal 8/12

7. BIG DA
Buzzword or Next
BIG thing?

9. “applying the
tools of
artificial
intelligence,
like machine
learning, to
vast new
troves of data
beyond that
captured in
standard
databases”

11. “In the next ten
years, digital data
alone is expected
to grow 44

12. Take the
leap of
faith, you
should.

13. 1 2 3
INSPIRE
BRANDINGACTION

16. BRANDIN
Where to
start?

17. First, positioning
statement
What are we going to
stand for and to whom

18. For smart consumers,
Farecast helps you
make informed
decisions when
purchasing travel.

19. Second, Tagline
Memorable phrase that will
sum up the tone and
premise of a brand

20. Second, Tagline
Know when tothat will
Memorable phrase buy
sum up the tone and
premise of a brand

21. Third, Brand Bene
Functional and
emotional benefits –
comes through in what
we do and what we say

22. Functional: trusted
advisors, travel pricing
experts
Emotional: feel in the
know, feel confident in
my purchase

27. NAMING
Where to start?

28. First, Name Type
Generic, Descriptive, Suggestive,
Arbitrary, Fanciful
Type Descriptive or Fanciful
Generic Descriptive Suggestive Arbitrary
Trademark
Suggestive
No Yes
Meaning High Low
Investment Low High

29. Second, Search
Not a scientific process… be
Shortlist of names:
creative and get feedback
priceyeti, price, pricely,
buyQ, decide

30. Third, Negotiate
People can get emotional about
their domain’s value
Decide.com for $175K

31. Be your brand

32. 1 2 3
INSPIRE
BRANDINGACTION

33. Lock down your
positioning statement
Select a brand that
fits and provides
you room to grow
Put your pencil down and
get on to the product, that’s
what matters most

34. Posting to Twitter? #gwstartupday