fi-mnl : naming and positioning : tan

8/9/2019 FI-MNL : Naming and Positioning : Tan

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Naming and

PositioningAllan Tan



What’s in a Name

Word/s to address or refer to a

person, animal, place, thing, or

business.



Importance

• First thing people see, hear, and

remember.

• People judge your company from the name.

• It maes emotional connection to your

customers.

• It dri!es trafc and disco!erability "e.g.

#oogle search, App $tore%.

• A good name can get you through the door.



&ard and 'i(cult

• It’s a mi) of art, science

and perse!erance.

• It must be short, and yet

represent your !ision and

!alues.

• It must be a!ailable"domain, $*+/'TI%.



*)pensi!e

$1,000,000.00



ore *)pensi!e

$100,000,000.00

Accent on the Future



First $tep

1.Know your vision.

– -oo for the root ord.

2.Know your

position/competition.

– -oo for the dierentiator.

3.Know your targetmarket.

– -oo for common ords.



Ne)t $tep

• *numerate and brainstorm ith your

team.

• $et a deadline to 0nali1e.

• &edge on strong search ords using

Adords



2esearch

• 2esearch name usage on social

media using

– http3//namech.com/

• +hec if a!ailable in $*+, 'TI, IP4

"Trademar%

– If not a!ailable, use it as a brand insteadof company name.

– A!oid con5ict in names.

http://namechk.com/

http://namechk.com/



• They were trying to comeup with names that fit with

the theme of a mobile

phone buzzing an update

in your pocket.• Name was picked out of a

hat.

'irected Fate



$ounds good and a!ailable



+omposition

Selected ingredients coca lea!esand kola nuts.



*)periential

The fact that it also gi!es the drinker

some e"tra #pep$.

%igesti!e enzyme pepsin.



Personal

&ynga is named after '() *ark +incus,s late

American -ulldog &inga. The name means

African warrior princess.



*tymology and $ynonyms

• http3//.etymonline.com/

• http3//.poerthesaurus.org/

• http3//.!isualthesaurus.com/

http://www.etymonline.com/

http://www.powerthesaurus.org/

http://www.visualthesaurus.com/

http://www.visualthesaurus.com/

http://www.powerthesaurus.org/

http://www.etymonline.com/



Foreign -anguage

• #erman language ord meaning 6o!er6,

6abo!e6 or 6across7

• -atin 3 http3//.latindictionary.net

• Nearly 89: of *nglish ords are de0ned

from -atin

http://www.latindictionary.net/

http://www.latindictionary.net/



;isual Inspiration



+ompound Words



Portmanteau

• +ombination of taing parts "but not all% ofto "or more% ords or their sounds

"morphemes% and their meanings into a

single ne ord.• For *)ample3

– $poon < For = $por

– >ritish < Fitness = >ritness

• http3//.erdmerge.com/

• http3//.namerobot.com/

• http3//.portmanteaur.com/

http://www.werdmerge.com/

http://www.namerobot.com/

http://www.portmanteaur.com/

http://www.portmanteaur.com/

http://www.namerobot.com/

http://www.werdmerge.com/



Pre0) , $u()

• +ommon Pre0)es3 my?, our?, the?, all?, in?, on?,

un?

• +ommon $u()es3 ?ly, ?sy, ?er, ?it, ?ie, ?io, ?am,

?ia, ?ora, ?ero, ?ist, ?ism, ?ium, ?ble, ?ify, ?ous,

?ing

• on$ipe, in'inero, Alltuition, ycityay, Nestio,

#oodsie, $potify, $hopify, Posterous, bitly• http3//ordoid.com/

http://wordoid.com/

http://wordoid.com/



isspell the Words



Add Numbers



'omain Names

@Names are underrated, but domains

names are (increasingly) overrated.@ ?

+hris 'i)on•$uare, 'ropbo), >o).net all started

ith temp domains.

•+hec for a!ailable domain names using – If not a!ailable, use pre0) "e.g. go?, in?,

get?% or su() "e.g. Bno,?online%



'omain Names

• $uare as suareup.com• 'rop>o) as getdropbo).com

• Faceboo as thefaceboo.com

• Instagram as instagr.am• Titter as tttr.com

• Foursuare as playfoursuare.com

• >asecamp is basecamph.com• Pocet is getpocet.com

• >itly as/is bit.ly



-ogo C9C



Inspirations



Inspirations

It is abouttelling stories.



+lassic



Tools



Tagline C9C

• 'o I need a taglineD

No.

• A tagline is a small amount of te)t hich

ser!es to clarify a thought for, or designed

ith a form of, dramatic eect.



Tagline C9C

• When do I need a taglineD

– When name and logo is not enough.

– When reposition in the industry.

• Eualities of a great tagline

– $hort, catchy and memorable.

– *)press brand !alues, personality andposition

– *!oe emotional response



2aning



Test

• As your friends, family, oring group

hat they associate to the name.

• $end out sur!ey to your mailing list.

• +rodsource 4pinion

– http3//.1ipinion.com/

– $econds Test "http3//usabilityhub.com/%

http://www.zipinion.com/

http://usabilityhub.com/




http://www.zipinion.com/



Insights From *)perience



4ther Tips

• +on!ey your ;ision, +ompetition, Target

aret to designer or brand team.

• 'o not use public domain clipart, images.

• ae sure it is a!ailable and not

trademared.

• +onsider printing on shirt, letterhead, and

other materials.



2esources

http3//Gasonfrasca.com/deconstructing?e!eryday?blog/tools?to?name?your?startup?company/

http3//.igorinternational.com3H99/process/igor?

naming?guide.pdf

http3//mashable.com/J9CJ/C9/9K/startup?naming/

http3//Gustcreati!e.com/J99L/9H/JH/hat?maes?a?

good?logo/

http3//pipedreamstudio.com/hats?tagline?need?one/http3//stoclogos.com/topic/famous?logo?designs?

and?ho?much?did?they?cost



Than you

Allan +. Tan, $+*A, PP+*4/President

*mail3 allanMideyatech.com

http3//.ideyatech.com/

allanctan

2allanctan ph.linkedin.com3in3allanctan3

fi-mnl : naming and positioning : tan

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