tofi july 28th, 2014, naming : robertson

8/12/2019 TOFI July 28th, 2014, Naming : Robertson

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Naming and Positioning

The Founder Institute

Wendy E. Robertson, Mentorceo, assemble.is



Fido



$ good name

• Emotionally resonant – with buyer %ersonas

• Functionally accessible – logical, %ronouncable, na#igable

• &egally De'ensible – con'usion, in'ringment

• Financially a%%reciable – a growing asset



Path o' least resistance



First hand e(am%les.

• Kneebone• Thriver• Studybucks• Infuitive• Assemble



)ome e(am%les

• htt%*++betabeat.com+ - /+-0+the! !weirdest!and!worst!tech!startu%!names+1slide-



Thin2 la#ishly

• 3oogle is not a nonsense name, it is a

Portmanteau. – 3oggle is a de#ice to see things – 4gle is a collo5uial term 'or loo2ing at.

• 6Portmanteau word6 is used to describe a linguisticblend, namely 6a word 'ormed by blending sounds'rom two or more distinct words and combining their

meanings.7



8ut not too la#ishly

• )yngra9i – &atin – )igning – )ynta( – 3ra%hite

• )%elling• Pronunciation



• :ni5ue• $#oid :nusual )%ellings• Easy to %ronounce and remember• Two syllables ;or three< no hy%hens or s%ecial

characters• =loser to $ than >• Possibility o' becoming a #erb• Re'er to or describe the business



Domain E(tensions



oma n ran ngs are nottelling



Does it 'eel right.

• Who are you?• What do you do?•

What does it matter?



$ good introduction A credentials.

• Focus on communicating #alue• Is it rele#ant to the customer•

Will it contribute to the com%any asset



Do you struggle with it?

• Pronunciation• =on'usion•

)imilarity• =onBict

•

I' the answer to any o' these 5uestions is CE) then you ha#e to 9nd a new name.



The to%ics• ow do you de#elo% a good name 'or your business?• ow do you %osition the business with a name?• What characteristics ma2e a good name?• ow do you test di"erent name candidates?• What in'rastructure do you need when you %ic2 your name?• $re there ti%s to 9nding a good domain name?• What social media %lat'orms should you loo2 to get your

name on?• ow do you de#elo% a logo?• Does a name really matter?

tofi july 28th, 2014, naming : robertson

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