Naming & Branding
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The document discusses the importance of naming and positioning a brand. It provides a 5-step naming process: 1) Understand name types, 2) Competitor analysis, 3) Generate a root word, 4) Create permutations, and 5) Checklist. A winning name requires no introduction and gives the brand clout with little advertising. Positioning creates the brand's mental space and a distinct positioning statement along with value proposition and messages are developed. When naming a brand, it is treated as if it is alive with qualities, goals and relationships rather than just naming a startup.
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Naming & Branding
- 1. FI: Naming & Posi/oning Shahirah Gardner
- 3. A winning name is one that requires no introduc3on, no explana3on and very li:le adver3sing to give it clout.
- 5. 1. Iden/fy compe/tors + their posi/oning 2. Compare + iden/fy areas for differen/a/on 3. Develop dis/nct posi/oning statement Posi/oning = mental space to build a brand 4. Develop value proposi/on + messages
- 6. You’re not naming a startup, you’re naming a brand
- 7. » They are born » They come alive » They have a brain, heart and a spirit » They have an appearance » They have personality » Quali/es » They empathize » They make requests » They have friends, partners, influencers and allies » Enemies and naysayers » They have goals, hopes and dreams
- 11. 5 Step Naming Process
- 12. 1. Understand Name Types Func/onal/ Descrip/ve: Experien/al/ Metaphoric Coined Terms Evoca/ve Names
- 13. 2. Compe3tor Analysis Blending in is not an op3on!
- 14. Literal concepts Figura/ve concepts Synonyms Examples / Types *Foreign Words 3. Generate the Root Word
- 15. 4. Create permuta/ons Compound words: Portmanteau: Add prefix / suffix: Misspell:
- 16. Protectability Brevity Dis1nc1veness Spelling/ Punctua1on Appropriateness Likeability 5. Checklist Scalability / Depth
- 17. shahirah@launchcodepr.com @launchcodepr 0415 288 549 Oops.