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Naming & Brandingour business
Present: Digital Media Director @ Ringier AG
Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman
• Founder of Marry.vn
• Founder of Bepgiadinh.com
• Co-Founder of Otosaigon.com
• And some other failed projects
about me
Naming & Branding
70% 30%
#1 - NAMING
• Everybody have a name!• My name is Hieu.
-> A name is a vision for our children/business
What is your name?
A name seta destiny for our life/business
A name seta destiny for our life/business
Trần Văn Hổ
Trần Đăng Khoa
A name seta destiny for our life/business
Everybody’s got a name
What if we got aBAD NAME?
Problemswith a bad name
http://luathoc.cafeluat.com/showthread.php/8425-Ten-xau-thay-doi-duoc-khong
Problemswith a bad name
http://www.baomoi.com/Phai-mang-ten-xau-den-18-tuoi/139/2930535.epi
Problemswith a bad name
http://vietbao.vn/An-ninh-Phap-luat/Kien-So-Tu-phap-vi-khong-cho-doi-ten/10822363/218/
What aboutBUSINESS NAME?
(MARket OF Information)
“I wish I choose a better name”Le Tran Hong Phuc
A name could:
• Limit yourself to:
• Expand to another region.
• Expand your product category.
• Make your customer forget/confuse
Customer, if they're not sure what is your brand-name or how to call it, they might skip and simply type your competitor's name.
So, avoid thinking
• It’s just a name!
• My stupid name will be good name when we are big.
How toNAME A NAME
DO’s:
Easy to remember
Relevant to your business
Impress
Not too long
No need to spell word by word
No symbol/number
How toNAME A NAME
DON’Ts:
Avoid acronymsBASF, IBM, GE, BMW, AT&T, TIAA-CREF, AFLAC, SBC, CVS, ABC, CNN, MBNA, MGM
Be careful with spacePen Island penisland, Auctions Hit auctionshit, Kids Exchange
kidsexchange
Be careful Vietnamese language with no sign"A oi a dang o dau vay,den day le e dang coi quan ne,anh den nho mua bao
nha,o day toan bao cu ko ah,ma thoi anh khoi mua vi em vuamat kinh roi,anh
den le di em chiu het noi roi ne,anh oi"
How toNAME A NAME
ENGLISH or VIETNAMESE or BOTH?
It depends on:
Our target user
Domain name availability
How toNAME A NAME
CHOOSE A “NOW-NAME”
• Easier to grown.
• Focus.
• We will have solution when we are big.
NhacCuaTui.com
How toNAME A NAME
MEANING OR NO-MEANING?
How toNAME A NAME
ONE FOR ALL or SEPARATE?
mail.google.com
earth.google.com
calendar.google.com
talk.google.com
...
enbac.com
linkhay.com
afamily.vn
muachung.vn
...
OK, we have a nameWhat next?
Choose a domain name
Protect your name
CASE STUDY
Wedding Community
WHAT WE WANT English
=< 2 words
Domain name is available
Related to wedding
Marry.vn
Home Decoration
WHAT WE WANT English
=< 2 words
Domain name is available
Related to decoration/architecture
Dekor.vn
DealHunter
One for All vs. Independent
Marry Network
marry.vn dekor.vn
marry.vn home.marry.vn baby.marry.vn
#2 - BRANDING
A Brand is
Name + Logo + Slogan
Actually
(Just) Logo Is Not Branding
“Your brand is not a logo, a color scheme or a slogan.
Your brand is your reputation. It's what people think
and feel about your business.”
Advantagesof a strong brand
You can sell your product/service with a higher price
Create customer loyalty
Recognition
Help you expand easier
Help you connects to your customer’s emotionally
But in this period of timedo not focus on that, because:
It costs you money (a lot of money)
It costs you time
It can change
Investor don’t care
Just focus on thisYour Brand will grow
In the beginning: You are Your Brand!
Messaging & Positioning (for internal & external)
Describe your business in 1 sentence
Customer Care
Employee Care
Quality of Product/Service
User Experience is Brand Experience
Use your Marketing Budget smart
THANK YOU!
NGUYEN NGOC HIEUngochieu.com
