you name it
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You Name ItA No-Nonsense Approach toNaming Your Small Business,Product or Service with a Big IdeaSpring 2010
Scott MilanoManaging DirectorTanj Branding LLC
scott@tanjbranding.comwww.tanjbranding.com
www.twitter.com/tanj_nyc
2Copyright © 2010 Tanj Branding LCC. All rights reserved.
Hi, Iʼm Scott Milano
3Copyright © 2010 Tanj Branding LCC. All rights reserved.
I work with language. I work with brands like these…
the James Irvine foundation
Verbal Branding: Whatʼs that?
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Verbal Branding ishow a brandharnesses thepower of languageto communicatewith the world.
Sir Mortimer MarcusAurelius Lambent III
How does a brand “harness” the power of language?
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Brand NameBrand Story
TaglineBrand Voice
Key Brand MessagesCopy in Communications
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Brand Names
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Think about all these famous brands
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Now strip away the color…
Coca-Cola
McDonald's
GAP
TOYOTA
Colgate
bp
BMW
Citibank
Volkswagen
SONY
adidas
GUCCI
Disney
at&t
Mercedes-Benz
NOKIA
BOEING
Kelloggʼs
Kodak
Merrill Lynch
Microsoft
intel
Leviʼs
Pfizer GoldmanSachs
KRAFT
Gillette
KFC
ROLEX
Starbucks
And the form… and your left with one thing: the name
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The importance of a name
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Brand names areimportant. Theyare the first publicact of branding.They are at thecore of all brands.
The importance of a nameSurvey of the “Biggest effects on hit products”
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Marketing Professionals (139 respondents)
Source：The Japan Economic Times
Brand Name
Brand Slogan
Brand Character
Brand Logo
Brand Symbol
Package Design
0 20 40 60 80 100%
Youʼre here today to learn a…
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No-nonsense, practicalapproach to naming your
small business, product orservice with a big idea
Youʼll need…
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$¥£€
+
$¥£€
First, “time.”
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Tip 1. Get Strategic
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Tip 1. Get Strategic
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Ask yourself…
Be Different
Be Relevant
What are mycompetitorsʼnames?
What do mycustomers reallywant?
Tip 2. Get Thinking
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Tip 2. Get Thinking
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Ask yourself…
DevelopCreativeThemes
(Like “Intelligent & Fresh”)
Allow for Stretch(You may even go into
Airlines!)
Whatʼs theessence of mybrand?
Where will it go inthe future?
Tip 3. Get Creative
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Tip 3. Get Creative
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Now you have to…
Set Aside Time,Sit Down,And ActuallyCreate Names…
Lots of them!Itʼs about Quality & Quantity.
Think about all the different kinds of names you can create
21Copyright © 2010 Tanj Branding LCC. All rights reserved.
Construct
Acronym
Real Word
Coined(compound)
Coined(one-word)
Phrase
BMW
Mini
Lexus
Land Rover
HybridSynergyDrive
Expression
Functional
Benefit
Aspirational
Descriptive
Suggestive
Acura
Volkswagen
Infiniti
GeneralMotorsCorporation
Lotus
Creativity vs. Communication
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Remember, the more “creative” your name is, the more money youʼll likelyspend to build meaning into that name and develop you brandʼs story…
Also remember, the more “descriptive” your brand name is, the more genericand commoditized it can become…
$80,000,000*(ad spend during
launch)
* http://www.digidaydaily.com/stories/microsoft-s-80-million-ad-spend-paying-off-for-bing/
Now that youʼve got all these great names…
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Tip 4: Shortlist & Decide
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Shortlist and select the final candidate based on the criteria mostimportant to your business and your brand
TrademarkAvailable?
Quick GoogleSearch?
Consumerevaluation?
URL available?
Memorable?
Fit to Brand?
Easy toPronounce?
No NegativeMeaning?
Allows forStretch?
Fit to Strategy?
If a candidate meets all your criteria and rises to the top…
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Nice work!Youʼve got yourselfa new brand name!
Now letʼs review
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1. Get Strategic
2. Get Thinking
3. Get Creative
4. Shortlist & Decide
Now… the “Money”
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$¥£€
$¥£€
$¥£€
$¥£€
$¥£€
$¥£€
Costs to keep in mind (sorry, rough numbers only)
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• Creative Development (just you)
• Creative Development (pro help)
• Linguistic Screening (pro help)
• Trademark Screening (pro help)
• Trademark Registration (just you)
• URL Registration (just you)
0
$,$$$ - $$,$$$
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A final note…
29Copyright © 2010 Tanj Branding LCC. All rights reserved.
Naming is deceivingly difficult. And it becomes even harderwhen you have to name something for yourself. But now thatyou have some general tips and direction on how to name yournew small business, product or service, weʼre confident youʼllbe able to create a big idea. Best of luck, and if you run intotrouble along the way, feel free to drop us a line.
Scott Milanoscott@tanjbranding.comhttp://tanjbranding.comhttp://twitter.com/tanj_nyc
Thank you!
Scott MilanoManaging DirectorTanj Branding LLC
scott@tanjbranding.comwww.tanjbranding.com
www.twitter.com/tanj_nyc
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