2010-04-12 founder institute - naming and branding
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8/9/2019 2010-04-12 Founder Institute - Naming and Branding
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Founder Institute Singapore
April 12, 2010
Steve Iverson
CEO, Diomede Storage
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There is no ³right way´.
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There are wrong ways.
1998 - Nine Audio Technologies
1999 - Nine Technologies
2000 - Streamload
2001 - Streamload.com
2002±2005 - Streamload
2006±2007 - Streamload & MediaMax
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7 Lessons Learned
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Relax
Right now, it¶s not that important (IMO). There
are many easier and more likely ways to kill your
startup than picking a bad name.
As your company grows, it is important to protect
and nurture your brand.
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Build One Brand
Company
Technology
Product
Action
Customers
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Build One Brand
Company
Technology
Product
Action
Customers
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= Streamload
= Streamload File System
= Streamload
= Streamloading
= Streamloaders
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Build One Brand
Company
Technology
Products
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= Diomede Storage
= Diomede Hybrid Storage
= Diomede Storage Service
Diomede Backup
Diomede Data Direct
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Brand Starts To Define Culture
The first people to influenced by
your brand are your employees.
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Other Tips
Build your personal brand.
Trademarks can be important.
The ³perfect domain´ is less important.
Simple logo design.
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Founder Institute Singapore
April 12, 2010
Steve Iverson
CEO, Diomede Storage
8/9/2019 2010-04-12 Founder Institute - Naming and Branding
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Trademarks
Often, a ³fanciful´ (made up) word with a strong
trademark is better than a common word
Alternatively, consider buying as many ³near-by´
domains as possible.
Example: Streamload.in
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Domains
³The perfect domain´ is less important now.
This is not a good place to spend a lot of money.
$8 to $10k max (up to 0.5% of seed round)
Example: DropBox did just fine with getdropbox.com.
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Logo
Keep it simple. Less is more. One design element.
I think low cost design (99designs.com) is a great
place to start. Many disagree.
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