lafi 2015 naming fabian
TRANSCRIPT
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Presented by
FABIAN GEYRHALTER
@FinienInsights
October 12, 2015
B RAND
H O W T O L A U N C H A
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YOURSTARTUP
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YOUR
BRAND
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[1]
A NEW BRANDUNDERSTANDS THATBRAND IS A GOOD THING
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BRAND
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BRAND
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH
SOUL ATTRACTIVE SMART
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BRAND
SOUL ATTRACTIVE SMARTTHE BRANDPLATFORM( ) THE BRAND
ATMOSPHERE( ) THE BRAND’SUSABILITY( )
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH
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WHY?
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THE
POSITIONINGSTATEMENT+ =
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THE POSITIONING STATEMENT
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experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
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health and eco-conscious consumers
grocery store the highest quality natural and organic
products that support vitality and well-being
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health and eco-conscious consumers
grocery store the highest quality natural and organic
products that support vitality and well-being
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%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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we believe in Whole Foods, Whole People,and a Whole Planet
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a ! uent women ages 20-55
active wear line high-end fashion integrated with
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every woman should feel empowered and
beautiful no matter where life takes her performance materials
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Youthful
Strong
Edgy
QuirkyBold
Calm Warm
Sweet
Clever Dependable
Caring
Tough
Whimsical
Innovative
Helpful
Luxurious
Feisty Empowered
FeminineSexy
Witty
Light-Hearted
Friendly
Strict
Cosmopolitan
Badass
Conservative
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Caring
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Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
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Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
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Your Brand
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2015 - 2055
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[3]
A NEW BRANDIS LOOKING FOR LOVE
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[3]
A NEW BRANDIS ON MATCH NOT TINDER
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UNDERSTAND.
CONNECT.
FOCUS.
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Age: !!
Location: #$% &'()*)%
Education: +& +,%-')%%
Career: ./ &%%$0-12)
Income: 345
Hobbies: 6$(17 /,''-'(7
81%9-$'7 :,%-07 ;'%21(<1=
Tech Use: >=1<2 ?9$')7 @1A*)2
Meet Adrienne
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How She Wants to Feel:
comfortable, condent
and
!"#$
in her clothes,
regardless of whether
she is at yoga, running
errands, or chatting over
coffee with friends
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friendship
individuality
adventure
What She Aspires To:
run a !"#"$%&'
$#"()* to exotic places
work as a PR agent for
high profile artists and
bands in the !+,-.
-'0+,$#1
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BRAND STRATEGY TAKEAWAYS
If you question the significance of your idea, startover
Every brand has a sweet spot, try to find yoursearly on to manifest it, share the brand manifestowith your team, it shall be your guide
+
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Without authenticity there is no emotion Without emotion there is no connection Without connection there is no brand
+
Don’t give up until you found your perfect why.+
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[4]A NEW BRAND
HASA BRAND NAME
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Like naming a child, you
don’t want to have to redo
it later.— Adam Mefford, Currency/Human Capital
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TM
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TM
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TM
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Creative Spelling
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= Uncreative Spelling
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+
-
Quickly conveys your purpose to your audience
Difficult to find an available .com domain, runs the risk of othercompanies within your vertical having similar names. Your company’sofferings will change.
Descriptive
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.co
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.com
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Ideas, processes, offerings, designs and teamswill all likely adapt over time, your name will staywith you forever. Don’t paint yourself into acorner.
Ensure that you own the rights to your chosenbrand name: purchase the domain and trademarkthe name.
Your name needs to already tell a story or be easilyused to create a new story
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NAMING TAKEAWAYS
Social? Have an actionable name+
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[5]A NEW BRAND
LOOKSLIKE A BRAND
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[5]A NEW BRAND ICON
SHOULD BEICONIC
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COMPONENT 1: Timeless
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ANNO 2014
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ANNO 2015
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COMPONENT 2: Unique/Distinct
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COMPONENT 3: Tells a Story
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COMPONENT 4: Simple
BEFORE
AFTER
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The ability to be disruptive
and quietly meticulous
might just be the di " erencebetween a bubble-fueled fad
and a business built to last.— Fast Company discussing Warby Parker, March 2015
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