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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?
1.
2.
3.
4.
5.
6.7.
8.
1.
2.
3.
4.
5.
6.7.
8.
1.
2.
3.
4.
5.
6.7.
8.
1.
2.
3.
4.
5.
6.7.
8.
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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