dnfi august 12 naming and branding: corbin
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7/27/2019 DNFI August 12 Naming and Branding: Corbin
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Naming&BrandingAnkeCorbin
YourBrand
YourProduct
Value&Promise
Customer
Service
Your
Name
YourLogo
Your
Marke>ng
Your
Price
Your
Look/Feel
Your
Posi>oning
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NamingCriteriaForSelec>ngAName
1. Available(URL,Trademark)
2. Phone>callycorrect
3. Easytouse,read,spell,pronounce
4. Readswellinurl&hashtags#susanalbumparty
5. Categorizingvs.Made-up
6. TheRightImage
7. Memorable
8.
Unique9. StrategicForFuture
10. UniversalLanguage
Demys>fyingBrandNaming,SimonHill
h_p://www.infoqual.net/?p=494
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Protec>ngYourBrand/Name
• Trademarkit
– Useit – Protectit – Renewit
• Uniquenamesareeasiest-commonwords
hard
• Geography&categoryma_er
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Brands
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WhatisBrand? “aname,signorsymbolusedtoiden>fyitemsor
servicesoftheseller(s)andtodifferen>atethem
fromgoodsofcompe>tors.” Dic>onaryofBusinessandManagement
"simplyput,abrandisapromise.Byiden>fying
andauthen>ca>ngaproductorserviceitdelivers
apledgeofsa>sfac>onandquality.” WalterLandor
"asetofassets(orliabili>es)linkedtoabrand's
nameandsymbolthataddsto(orsubtractsfrom)
thevalueprovidedbyaproductorservice…” DavidAekor
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BrandQuali>esGreatBrandsAre:
ValueDriven
Remarkable
***Consistent
Different/Unique
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BrandingBrandasaproduct
Productscope,Producta_ributes,Quality/value,Uses,Users,Countryoforigin
Brandasaperson
Personality(genuine,energe>c,rugged),Customerrela>onships(trustedadvisor,parental,partybuddy)
Brandasanorganiza>on
Organiza>ona_ributes(innova>ve,concerned,trust,playful,educa>onal),Localvs.global
Brandasasymbol
Visualimagery,metaphorical,iconic
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BrandingIdentify Key
Stakeholders
I.e., consumers,
partners,
employees
Prioritize Key
Stakeholders
-who matters
most?
Identify Key
Influencers
I.e., Media,
advisors,
industry
sources
Prioritize Key
Influencers
-who matters
most?
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3.
4.
5.
6.7.
8.
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6.7.
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6.7.
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BrandingBrandImpera+ve:
Whatareourmarchingorders?
What’sthebrand’shigherpurpose?
BrandPosi+oning:Wheredowestand?TargetAudienceInsights:Whatishumantruthmo>va>ngouraudience?
Personality:Whoisthisbrand?Describeherpersonality.
Values:Whatbeliefsystemdrivesthebrand?What’sitspointofview?
Emo+onalBenefits:Whatintangiblesdoesthebranddeliver-howdoesyour
consumerfeelwheninterac>ngwiththebrand?Func+onalBenefits:Whattangiblebenefitsdoesyourbranddeliver?Whatarethe
benefitsofwhatitactuallydoes?
Creden+als:Whyshouldconsumerstrustyourbrand?Whatgivesconsumersareason
tobelieve?
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BrandMapBrand
Imperative
Personality:
Values:
Emotional Benefits:
Functional Benefits:
Credentials
Positioning:
Target Audience Insight:
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To(yourtargetmarket)
(yourbrand)isthe
(category)that(pointofdifference)
BrandPosi>oning
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ElevatorPitch
ELEVATORPITCH:
IAM
IDO
FORWHOM(benefits)
LOOKINGFOR
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Forgo_enAspectsofBranding
• Customerservice
• Yoursocialmedia
• Howyoutreatyourstaff
• Howyoutreatyourvendors
• Howyoutreatyourpartners
• Yourproductvalue(quality+pricing)
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AnkeCorbin
@ankec
Linkedin.com/in/ankecorbin760-707-8202