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You Name It

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A No-Nonsense Approach to Naming Your Small Business, Product or Service with a Big Idea. By Tanj Branding LLC

Published in: Business

You Name It

  1. 1. You Name It A No-Nonsense Approach to Naming Your Small Business, Product or Service with a Big Idea Scott Milano Managing Director Tanj Branding LLC scott@tanj.co www.twitter.com/tanj_nyc www.tanj.co
  2. 2. 2Copyright © Tanj Branding LCC. All rights reserved. Hi, I’m Scott Milano
  3. 3. 3Copyright © Tanj Branding LCC. All rights reserved. I work with language. I work with brands like these… the James Irvine foundation
  4. 4. Verbal Branding: What’s that? 4Copyright © Tanj Branding LCC. All rights reserved. Verbal Branding is how a brand harnesses the power of language to communicate with the world. Sir Mortimer Marcus Aurelius Lambent III
  5. 5. How does a brand “harness” the power of language? 5Copyright © Tanj Branding LCC. All rights reserved. Brand Name Brand Story Tagline Brand Voice Key Brand Messages Copy in Communications
  6. 6. Copyright © Tanj Branding LCC. All rights reserved. 6 Brand Names
  7. 7. Copyright © Tanj Branding LCC. All rights reserved. 7 Think about all these famous brands
  8. 8. Copyright © Tanj Branding LCC. All rights reserved. 8 Now strip away the color…
  9. 9. Coca-Cola McDonald's GAP TOYOTA Colgate bp BMW Citibank Volkswagen SONY adidas GUCCI Disney at&t Mercedes-Benz NOKIA BOEING Kellogg’s Kodak Merrill Lynch Microsoft intel Levi’s Pfizer Goldman Sachs KRAFT Gillette KFC ROLEX Starbucks And the form… and you’re left with one thing: the name Copyright © Tanj Branding LCC. All rights reserved. 9
  10. 10. The importance of a name 10Copyright © Tanj Branding LCC. All rights reserved. Brand names are important. They are the first public act of branding. They are at the core of all brands.
  11. 11. The importance of a name Survey of the “Biggest effects on hit products” 11Copyright © Tanj Branding LCC. All rights reserved. Marketing Professionals (139 respondents) Source:The Japan Economic Times Brand Name Brand Slogan Brand Character Brand Logo Brand Symbol Package Design 0 20 40 60 80 100%
  12. 12. You are here today to learn a… 12Copyright © Tanj Branding LCC. All rights reserved. No-nonsense, practical approach to naming your small business, product or service with a big idea
  13. 13. You will need… 13Copyright © Tanj Branding LCC. All rights reserved. $ ¥ £ € + $ ¥ £ €
  14. 14. First, “time.” 14Copyright © Tanj Branding LCC. All rights reserved.
  15. 15. Tip 1. Get Strategic 15Copyright © Tanj Branding LCC. All rights reserved.
  16. 16. Tip 1. Get Strategic 16Copyright © Tanj Branding LCC. All rights reserved. Ask yourself… Be Different Be Relevant What are my competitors’ names? What do my customers really want?
  17. 17. Tip 2. Get Thinking 17Copyright © Tanj Branding LCC. All rights reserved.
  18. 18. Tip 2. Get Thinking 18Copyright © Tanj Branding LCC. All rights reserved. Ask yourself… Develop Creative Themes (Like “Intelligent& Fresh”) Allow for Stretch (You may even go into Airlines!) What’s the essence of my brand? Where will it go in the future?
  19. 19. Tip 3. Get Creative 19Copyright © Tanj Branding LCC. All rights reserved.
  20. 20. Tip 3. Get Creative 20Copyright © Tanj Branding LCC. All rights reserved. Now you have to… Set Aside Time, Sit Down, And Actually Create Names… Lots of them! It’s about Quality & Quantity.
  21. 21. Think about all the different kinds of names you can create 21Copyright © Tanj Branding LCC. All rights reserved. Construct Acronym Real Word Coined (compound) Coined (one-word) Phrase BMW Mini Lexus Land Rover Hybrid Synergy Drive Expression Functional Benefit Aspirational Descriptive Suggestive Acura Volkswagen Infiniti General Motors Corporation Lotus
  22. 22. Creativity vs. Communication 22Copyright © Tanj Branding LCC. All rights reserved. Remember, the more “creative” your name is, the more money you’ll likely spend to build meaning into that name and develop you brand’s story… Also remember, the more “descriptive” your brand name is, the more generic and commoditized it can become… $80,000,000* (ad spend during launch) * http://www.digidaydaily.com/stories/microsoft-s-80-million-ad-spend-paying-off-for-bing/
  23. 23. Now that you’ve got all these great names… 23Copyright © Tanj Branding LCC. All rights reserved.
  24. 24. Tip 4: Shortlist & Decide 24Copyright © Tanj Branding LCC. All rights reserved. Shortlist and select the final candidate based on the criteria most important to your business and your brand Trademark Available? Quick Google Search? Consumer evaluation? URL available? Memorable? Fit to Brand? Easy to Pronounce? No Negative Meaning? Allows for Stretch? Fit to Strategy?
  25. 25. If a candidate meets all your criteria and rises to the top… 25Copyright © Tanj Branding LCC. All rights reserved. Nice work! You’ve got yourself a new brand name!
  26. 26. Now let’s review 26Copyright © Tanj Branding LCC. All rights reserved. 1. Get Strategic 2. Get Thinking 3. Get Creative 4. Shortlist & Decide
  27. 27. Now… the “Money” 27Copyright © Tanj Branding LCC. All rights reserved. $ ¥ £ € $ ¥ £ € $ ¥ £ € $ ¥ £ € $ ¥ £ € $ ¥ £ €
  28. 28. Costs to keep in mind (sorry, rough numbers only) 28Copyright © Tanj Branding LCC. All rights reserved. • Creative Development (just you) • Creative Development (pro help) • Linguistic Screening (pro help) • Trademark Screening (pro help) • Trademark Registration (just you) • URL Registration (just you) 0 $,$$$ - $$,$$$ $$$ - $,$$$ $$$ - $,$$$ $$$ - $,$$$ $$
  29. 29. A final note… 29Copyright © Tanj Branding LCC. All rights reserved. Naming is deceivingly difficult. And it becomes even harder when you have to name something for yourself. But now that you have some general tips and direction on how to name your new small business, product or service, we’re confident you’ll be able to create a big idea. Best of luck, and if you run into trouble along the way, feel free to drop us a line. Scott Milano scott@tanj.co http://tanj.co http://twitter.com/tanj_nyc
  30. 30. Thank you! Scott Milano Managing Director Tanj Branding LLC scott@tanjbranding.com www.tanjbranding.com www.twitter.com/tanj_nyc

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