Product or Business Naming Process
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How to name a product or business. A proven process to align identity to the purpose of your business. Ho to name a product or business so potential customers understand quickly what you do, why you do it, and why they should care.
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Product or Business Naming Process
- 2. Why?
- 3. WHY COMPANIES RENAME Starting a company Merging or buyout Developing a product Renaming a company • Miscommunication • New strategic direction • New opportunity
- 4. WHY RECOMEND A RENAME Brand Identity Name Purpose Vision Mission Value Elevator Pitch The Lack of Brand Congruency
- 5. What not to do
- 6. WHAT NOT TO DO • Name the company after the first product • Industry Insider Term • Mash two words together • Generic words • Using a location • Sounds cool. Different for different’s sake. • Substituted phonic spellings • No acronyms or initials of the owners
- 8. CONSIDERATIONS • State, Province, Country or Trademark Availability • Web Address Availability • Supporting Tagline or Positioning Statement • How the name might be shortened • How the name might be made into an acronym • Reflects the culture of the organization • A solid process and approach
- 9. APPROACHES • End User or Customer’s point of view • Benefit to the User • The What • The How • Your Purpose
- 10. My Approach
- 11. BUILD ON PURPOSE PURPOSE Vision/Mission Core Values Culture Identity Market Attraction/ Differentiation Hiring the right people Defines what it means to be a team member Articulating Direction Facilitates clear direction Authentic Brand Meaningful Work/ Common Goal Manifesto/ Common Language Meaningful Endeavor Compass/True North
- 12. How do you define a company’s purpose?
- 15. Schedule: Timeframe • Minimum of 2-4 weeks • Average 1.5 months • Sometimes up to 6 to 9 months HOW
- 16. HOW OVERVIEW How it fits in the branding process as a whole.
- 17. HOW Schedule BrainstormSession M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T BrainstormSession BrainstormSession BrainstormSession BrainstormSession BrainstormSession BrainstormSession BrainstormSession ResearchonTopContenders TopContenderAssessment BrainstormSession ResearchonTopContenders Wait a week before choosing a final. Do limited customer feedback Do small sample of internal and close friends feedback After a week or so you will start to love it or hate it. Brainstorming Sessions last an hour.—too much longer and your brain turns to mush. You need to stay in the “naming zone” and only skip a day or so in between. If it goes longer you lose momentum.
- 18. HOW Step One: Research • List your competitors • Research “like” companies or products within your industry • List overused words • Industry terms
- 19. HOW Step Two: Create a Vocabulary List Semantic Association Create a list of words, attributes or phrases that is associated with the value the company or what the product delivers to the end user.
- 20. HOW Vocabulary List of Positive Attributes Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5
- 21. HOW Step Three: Brainstorm Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea Name Idea
- 22. HOW EXAMPLE My Client: Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless
- 23. HOW EXAMPLE My Client: Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless Epic Prose Narrate Narrator Drama Screenplay Tale Captivate
- 24. HOW EXAMPLE My Client: Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless Epic Prose Narrate Narrator Drama Screenplay Tale Captivate Experience Bring Together Conjure Evoke Connect Converge Pull Bond Gravity
- 25. HOW EXAMPLE Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless Epic Prose Narrate Narrator Drama Screenplay Tale Captivate Experience Bring Together Conjure Evoke Connect Converge Pull Bond Gravity Relevant Ology Logic Forward Solve
- 26. HOW EXAMPLE Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless Epic Prose Narrate Narrator Drama Screenplay Tale Captivate Experience Bring Together Conjure Evoke Connect Converge Pull Bond Gravity Relevant Ology Logic Forward Solve Shine Move Glow Fresh Sphere Muse
- 27. HOW EXAMPLE Exhibit Concepts Story Relationships Strategic Exceed/Creative Effortless Epic Prose Narrate Narrator Drama Screenplay Tale Captivate Experience Bring Together Conjure Evoke Connect Converge Pull Bond Gravity Relevant Ology Logic Forward Solve Shine Move Glow Fresh Sphere Muse Seamless Proactive Kinetic Clean Proof Elixir
- 28. GOOGLE SHEETS
- 29. HOW Step Four: Evaluate (Score 1 to 10) NAMES Appearance Distinctive Depth Energy Hum anity Positioning Sound X Factor (cool sounding) Tradem ark URL Tagline-ability TOTAL NAME EVALUATION CHART
- 30. HOW Step Four: Evaluate (Score 1 to 10) NAMES Appearance Distinctive Depth Energy Hum anity Positioning Sound X Factor (cool sounding) Tradem ark URL Tagline-ability TOTAL NAME EVALUATION CHART Moment 8 7 6 2 6 8 7 2 9 4 9 68 Hello 9 7 6 2 6 8 7 5 10 4 9 73 Xperi 10 10 6 8 6 8 7 5 10 10 9 83 Shine Boldface
- 31. Appearance Does the word have a nice look to it? Distinctive Is it memorable? Depth Does it communicate your purpose? Energy Does the name have energy? Humanity Does it sound warm & approachable? HOW Step Four: Evaluation Form
- 32. HOW Step Four: Evaluation Form Positioning Finding open space in the market. Sound Like the way it sounds? X Factor (cool sounding) Does it sound cool? Trademark Is it able to be protected? URL Can you get an easy to remember web address? Tagline-ability We are your secret sauce.
- 33. Hello FIVE BRAND FILTERS 1. Relationships 2. Impact 3. Creative 4. Clean 5. Strategic We Build Relationships connect with hello. com OTHER AVAILABLE WEB ADDRESSES hello.us say helloto.us hello attraction . com hellothere.com available for purchase MARKETING HEADLINE IDEAS Nothing brings people together like Hello! Hello works in any language. PURPOSE Build Relationships VISION Impacting people through the power of human interaction and experience MISSION We create compelling spaces and events to attract and enable meaningful relationships between people, between people and their story, between people and organizations and between every detail of our customers projects. Building Brands on Purpose FINAL EXHIBIT CO NAME
- 34. HOW Step Four: Evaluate: Legal • Trademark Search, uspto.gov, www.ic.gc.ca/tm • URL search: whois.org • Business Name: State or Province Search
- 35. FINAL EXHIBIT CO NAME Hello Name in Combination Live Class 35 Goods & Services (hello)[COMB] AND (live)[LD] AND (035)[IC] AND (exhibit)[GS] 2 Records (hello)[COMB] AND (live)[LD] AND (035)[IC] AND (events)[GS] 15 Records Building Brands on Purpose
- 36. HOW Number of predominate languages spoken in the US? Step Four: Evaluate: Cultural Assessment Spanish Chinese (Cantonese, Mandarin) Tagalog Vietnamese French German Korean Arabic Russian Italian
- 37. HOW 1. Register a Trademark with USPTO 2. File the name with the Secretary of State 3. Register new URL 4. Acquire a Federal ID number 5. Update bank accounts and other financial accounts 6. Create new Twitter, LinkedIn, and/or Facebook accounts 7. Update any blank legal contracts, agreements, etc. Step Five: Implementation
- 38. Final Words
- 39. 1. Communicate purpose 2. Align their “why” with their identity 3. Solve their #1 Misunderstanding
- 40. PURPOSE Vision/Mission Core Values Culture Build on Purpose Identity
- 41. PURPOSE BRANDING Jän Paul Ostendorf Email: jan@brandsonpurpose.com Branding on Purpose Workbook