Founders 100412 Naming & Branding - Shauna

8/9/2019 Founders 100412 Naming & Branding - Shauna

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Copyright © BrandHub 2009. All Intellectual Property Reserved.

BrandHub Pte. Ltd.

85 Club Street #03-01,

Singapore 069453

Tel +65 6224 9108

www.brandhub.com

Insight | Strategy | Naming | Design | Metrics | Training

Founders Institute

Branding & Naming for Technology Start-Ups

April 12th, 2010Marketing Magazine

Agency of the Year

Award 2007 & 2008

Singapore’s

Leading Independent

Brand Consultancy

Think Branding™



1

Copyright © BrandHub 2009. All Intellectual Property Reserved.1

Intro to BrandHub

Warm-up Exercise

Brand Naming

Start-up Branding

Discussion & Q&A

ContentContent



2


• A strategic brand consultancy established in 2002 dedicated to creating and

building Leader Brands in Asia

• Voted as the leading independent brand consultancy in Singapore by

readers of Marketing Magazine in 2007 & 2008

• Thought leader on branding issues in Asia

• Strategic/results driven – Align your brand strategy to your business strategy

– Align your operating and marketing plans to your brand strategy

– Build in tracking and measurement for your brand to maximize your brand value

• Geography

– BrandHub has worked with clients operating across Asia, Middle East and Europe

– We work closely with the Design Alliance Group across Asia including Malaysia (WHW

Design), Indonesia, Vietnam, Hong Kong

– We also work with leading international specialist consulting firms such as Brand Finance in

Brand Valuation and Effective Brands in Global Brand Management

Who We Are



3


Our Services

• Qualitative

Research

• Quantitative

Research

• Communications

Audit

• Internal

Alignment

Survey

What We Do

• Brand Identity

• Sub-brand

Identity

Systems

• Collateral

System

• Website

• Uniform &

Livery Design

• Environmental

Design &

Signage

Systems

• Brand Identity

Guidelines

Manual

Insight | Strategy | Naming | Design | Metrics | Training

• Brand Blueprint

• Brand

Architecture

System

• Market

Segmentation

Strategy

• Brand

Communications

Strategy

• Brand Naming

• Name Research

• Name Testing

• Online

Trademark

Search

• Brand Tracking

• Brand Metrics

Scorecard

• Internal Brand

Alignment

Training

• Brand Training

• Branding

Workshops &Seminars



4


Sample List of Clients – Infocomm Sector

http://www.ixigo.com/



5


Sample List of Clients – Others





7


Evidence of Brand Value

Source: Brand Finance



8



‘If this business were split up, I would give you the land and bricks and mortar,

and I would take the brands and trade marks, and I would fare better than you.”


Vs.

http://images.google.com.sg/imgres?imgurl=http://www.sixpr.com/images/client/client_image/image/4/resized/Coke_logo_2005.jpg&imgrefurl=http://www.sixpr.com/case_study&usg=__LLz9mfPqbxQOWm4MFQ6SBqOVc2U=&h=240&w=234&sz=26&hl=en&start=9&sig2=mQ6zkGYQkQn_B2D46GbACQ&tbnid=2QYskjy8i1lDcM:&tbnh=110&tbnw=107&prev=/images?q=coke+logo&gbv=2&hl=en&ei=f9L_SdLgIZD26gO7msSZBg



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17%

49%

34%

Tangible assets

Other IntangibleAssets

Brand

Brands account for about a third of shareholder value

Source: Interbrand/Citigroup/BusinessWeek, 2001



10


Other Benefits of having a Strong Brand

Strong

Corporate

Brand

Attract Top

Talent

Attract Partners/Sponsors

Increase Share Price/

PerformanceReduce Cost of

Funding

Attract Trend Setters/

Media Coverage

Choose fromBest Suppliers



11


Intro to BrandHub

Warm-up Exercise

Brand Naming

Branding for SMEs

Discussion & Q&A

ContentContent



12


Brand Names Created by BrandHub



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• Short, easy to pronounce and remember

• Distinctive

– Is it unique or differentiated in its category

• No negative connotations in the target markets

• On brand

– Communicate the desired brand personality / attributes

• Likable

– Can the name establish a connection emotionally?

• Extendible

– Does the name allow for product/service extensions?

• Protectable

– Are you able to protect your name?

• URL availability

• Story to tell

Criteria for a Good Name

13



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Origin

• Dell

• Ford

Descriptive

• General Motors

• Holiday Inn

Associative

• Nike

• 7-Up

Invented

• Xerox

• Pepsi

Acronym

• IBM

• UPS

Types of Names

• Totally made-

up word

• Meaningless

• Easiest to

trademark

• Name of

founder orplace of origin

• Tells a

meaningful

story

• The name

embodies theattributes of

the founder/

origin

• Describes the

product/service offering

• Easy to

understand

• Very difficult

to register

• A name that

alludes to anaspect or

benefit of the

product or the

company (e.g.

Nike is Greek

goddess of

victory)

• Can be part of

or combination

of words

• Usually the

abbreviated formof a long

descriptive name

• The name is

meaningless,

unpronounceable

and difficult toremember unless

full name is well

established



15


Who would have thought?

• A logistics company called Semtex

• An IT corporation named Banana

• An executive car called Gertrude

• A pharmacy called Shoes

• An energy corporation named Clam

• A banana named ‘the little one’

http://en.wikipedia.org/wiki/Image:Chiquita_logo.svg



16


Examples of Inappropriate/Bad Names

• GM Chevy car brand called ‘Nova’ , meaning ‘NoGo’ in Spanish

• PWC spin off its consulting arm and called it

‘Monday’

– Thankfully, the company was later bought by IBM andname disappeared for good

• Royal Mail changed its name to ‘ Consignia’ then back to

‘Royal Mail’

• An art gallery formerly known as ‘Soo Bin’

changed its name to ‘S Bin Art Plus’

• ‘ Mozat ’ not an appropriate name for the Middle

East market

http://www.sbinartplus.com/



17


Brand Naming Approach

Step 1 – Name

Generation

• Develop naming brief

& plan, considering

target market, desired

brand attributes, etc

• Name-storming to

generate up to 50-

100 names

Step 2 – Name Shortlist

& Online Trademark

Search

• Evaluate and shortlist

10-12 names based

on naming brief

• Conduct online

trademark search on

the shortlisted

names

Step 3 – Name

Refinement &

Selection

• Generate /fine tune

names if required

• Further select 3-5

names for final

consideration

• Final evaluation,

name selection &registration



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Important Considerations for Naming

• Overcoming subjectivity• There is no magical “right” name

• Determine decision makers and manage them proactively and cleverly

– Explain the naming approach/process

– Seek their approval on the naming brief

– Inform them of the naming progress

– Involve all key decision makers together in the naming presentation and name selection

– Be aware of potential objections to the name from all quarters and pre-empt their

objections if possible

• Be prepared to make sacrifices – Preferred name may not be available

– Preferred name may have negative connotations in target markets



19


InSing Brand Naming Project Background and Objectives

• As part of the strategy to move beyond a telco provider and into the contentspace, SingTel wanted to launch a new web portal for all things Singapore

including dining, shopping, events, directory, news, community tools, etc.

• The name should be infused with personality and character

• A key prerequisite for the name is that it must be registrable as a .comdomain name and be registrable in Class 38 as a trademark



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• Singapore + / City + / Urban + / Metro+

• Community / Urban Living

• Singapore Related

• Local Slang

• Local Food

• Native Flora & Fauna

• Native Insects & Birds

• Cooking / Melting Pot

Name Categories Explored

• Explore / Search

• Fun / Energy

• Comprehensive

• Simple / Easy

• Friendly

• Innovative / New



21


Shortlisted Names

Local Dialect/Slang Local/S’pore Related Int’l/Non-Local

• Chiong

• eZan

• Kami

• KanDu

• Shiok

• Wah

• Walah

• Wazai

• WhereGot

• YahLah

• Ziah

• Zaik

• CityCykick

• CityScout

• Geddit

• Fingertipz

• Izzi

• Klik

• LifeAndTheCity

• MagniFind

• MyCity

• MyHood

• TelMi

• WazzUp

• Wizzit

• Ximiti

• ZipZap

• 32D

• FindCity

• Gecko

• InSing

• Singria

• SyncGapore

• Tembusu

• X’Pore

• Zingapore



22


FindCityIf it is there, we will find it.



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• Clever play on words

• Strong link to Singapore through “Fine City”

• Easy to pronounce and highly memorable

• Humorous

• Strong Search focus

• Less of a Happenings/Community orientation

• Findcity.com is a similar site but not a very serious offering

FindCity – Combination of ‘Fine City’ & Find



24


FindCity – Brand Personality

Quirky, Funny, Dedicated, Experimental



25


XPoreDiscover the excitement in

Singapore!



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• Strong link to Singapore


• Sounds youthful, adventurous; can also convey the ‘X Factor’ in Singapore

• Strong Search focus

• Less of a Happenings/Community orientation

XPore – Combination of explore & Singapore





28


InSingIn sync with the beat of the city

Vibrant • Happening • In the Know



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• Strong link to Singapore


• Conveys strong connectivity to the City; in sync with what’s happening in

Singapore• Sounds vibrant, in-the-know, happening

• Highly flexible – fits all categories including Search, Happenings, Community

• No negative associations

• Insing.com is available

InSing – Combination of in sync & in Singapore



30


InSing – Brand Personality

Vibrant, Happening, In The Know



31


Focus Group Profile & Name Selection

Names Category Gp 1 Gp 2 Gp 3 Gp 4 Total

3-4 Picks

FindCity Search 1 1 1 1 4

XPore Search X 1 1 1 3

InSing Community 1 X 1 1 3



32


Final Name Evaluation – By Functionality

FindCity XPore InSing

Search

Happenings

Community



33


Shortlist of Names – Website Address & Trademark Availability

Trademark Class Coverage:

38 – Telecommunications

16 – Paper goods & printed matter

Name .com .sg Similar Site 38 16

FindCity May be for sale Available findcity.com o o

XPore May be for sale Available None o o

InSing Available Available None o o

Website availabilityTrademark Search

Singapore



34


New Brand Identity – Rationale

• Desired brand personality & attributes

- Friendly, accessible and modern

• Specific elements of the logo:

- Friendly, accessible and modern

- The blue ‘i’ symbolizes a dynamic and vibrant figure who enjoys helping InSing.com

customers to make the most of what Singapore has to offer. It can morph into various

positions to represent ‘Search’, ‘Shopping’, ‘Dining’ etc.



35


Icons



36


Web Portal



37


Name Card



38


Stationery



39


Stationery, Collaterals & Premiums



40


Intro to BrandHub

Warm-up Exercise

Brand Naming

Branding for SMEs

Discussion & Q&A

ContentContent



41


• Key branding objective for start-ups is to gain

awareness, trust and respect as quickly as possible

– Respect will open doors

– Respected start-ups have greater momentum and therefore

greater probability for success

• However, don’t forget to ‘Keep your Brand Promise’ and

deliver 110%

– Rely on success of your clients to help build your brand

Branding Objective for Start-ups



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• Create a differentiated product/customer experience

• Creative launch event/promotion to generate curiosity/word-of-mouth

• PR

– Think of interest stories/angles that your brand might have that would make it

newsworthy

– Conduct surveys/studies and release them to relevant news organizations

– Contribute articles to relevant business publications

– Have a strong point-of-view, be controversial if it gets you coverage

• eMarketing

– Establish mailing groups/contacts

– Send e-newsletters/updates regularly about your company/brand

Key Branding Tools for Start-Ups (Consumer & B2B)



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• Website – Build a content rich website - put as much insight/information about your company as you

can

– Update it frequently

• Events/Seminars

– Network and meet potential clients by speaking/attending relevant seminars/events

– Create your own events and invite your potential clients/partners to attend, make it

different/interesting

• Co-branding/Partnership

– Explore co-branding/partnership opportunities with bigger and more established firms

• Solicit established Clients that can help to build your brand

Key Branding Tools for Start-Ups (B2B)



44


Communications Strategy

Brand Strategy

Customer Targets

Stakeholder Targets

Marketing Objectives

Marketing Objectives

IMC Channels

IMC

Channels

IMC

Channels

IMC

Channels



45


ABOVE-THE-LINE

WEBSITE

P.R.

SPONSORSHIP/

ENDORSEMENT

DIRECT

MARKETING

PROMOTION

SOCIAL MEDIA

EVENTS/ROAD

SHOWS

Identify all Key CustomerTouchpoints

(B2C)

Marketing Strategy & Tools



46


• Target Market

– Product Brand : Youths ages 15-30 from emerging markets across Asia, specifically

Indonesia

– Corporate Brand: Telecom operators from emerging markets around the world

• Tagline

– Your Mobile Playground

• Desired Attributes

– Playful, fun, open, sociable , friendly, accessible

• Preferred Color

– Orange

Brand Identity Design Brief – Mozat



47Copyright © BrandHub 2009. All Intellectual Property Reserved.47

Brand Identity Options



48Copyright © BrandHub 2009. All Intellectual Property Reserved.

48

Brand Identity – Final




49

Comparison – Major Internet/Social Networking Brands




Comparison – Mobile Social Networking Brands

http://upload.wikimedia.org/wikipedia/en/8/85/Fring.jpg

http://www.mig33.com/

http://upload.wikimedia.org/wikipedia/en/7/74/Nimbuzz-logo.png




Icon Comparison

http://upload.wikimedia.org/wikipedia/en/8/85/Fring.jpg




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Name Card




53

Powerpoint Template




54

Website




55

T-Shirt




PPT PRESENTATION

WEBSITE

P.R.

SOCIAL MEDIA

THOUGHT

LEADERSHIP

SEMINARSNEWSLETTER

PARTNERSHIP

Marketing Strategy & Tools




BrandHub Marketing Communications

l i




• Differentiate, differentiate, differentiate

• Rapid expansion once you have found the right formula

– Ensure strong management team and processes

– Develop financial/local partnerships to aid in expansion

– Maintain control of the brand

• Ensure quality and consistency

• Continuous innovation

• Total commitment from the top

• Brand permeates the entire organization• Focus on creating a great customer experience, not hype

In conclusion…

Thank You!




Content

Thank You!

www.brandhub.com



Copyright

The copyright of this work is vested in BrandHub. This document is issued inconfidence for the purpose only for which it is supplied. It may be reproducedin whole or part solely for the purposes of evaluation and then only on thecondition that this notice is included in any such reproduction.

No information as to the contents or subject matter of this document or anypart thereof arising directly or indirectly there from may be implemented,utilized or be given orally or in writing or communicated in any mannerwhatsoever to any Third Party, being an individual firm or company or anyemployee thereof, without the prior consent in writing of BrandHub.

© BrandHub 2010.

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Founders 100412 Naming & Branding - Shauna