Upload
founder-institute
View
221
Download
0
Embed Size (px)
Citation preview
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 1/31
Naming and Branding
Tim Hyer | CEO at Getable
Founder Institute
April 16, 2013
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 2/31
2
I’m a brand guy.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 3/31
3
Meet Rentcycle evolution of an idea
2009 2010 2012
inventing new behavior not enough frequency
CAC > LTV
2011
C2C B2C B2B
taking existing of fline
behavior, and moving it
online
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 4/31
4
Brand versus Branding
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 5/31
5
Lesson 1: Know thyself…
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 6/31
6
Lesson 2: …then make sure everyone else knows.
customers
employees
investors
you
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 7/31
7
Lesson 3: Become a storyteller.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 8/31
8
Everyone loves a good story.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 9/31
9
Everyone loves a good story.
Customers Investors
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 10/31
10
Lesson 4: State your mission.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 11/31
11
State your mission.
MissionBuild the best product, cause no unnecessary harm, use
business to inspire and implement solutions to theenvironmental crisis.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 12/31
12
State your mission.
Mission To elevate the way society consumes by spearheading the shiftfrom ownership to usership and inspire a community builtaround sharing.
Vision To build the world's largest rental marketplace.
Goals To bring the rental industry online. To make renting better than buying. To be the place to rent anything.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 13/31
13
Lesson 5: Value your core.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 14/31
14
Value your core.
Ten things we know to be true
Focus on the user and all else will follow.
Fast is better than slow.
It’s best to do one thing really, really well.
Democracy on the web works.
You don’t need to be at your desk to need an answer.
You can make money without doing evil.
There’s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn’t good enough.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 15/31
15
Value your core.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 16/31
16
Lesson 6: Sum it all up.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 17/31
17
Sum it all up.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 18/31
18
Lesson 7: Bake it into your culture.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 19/31
19
What’s in a name?
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 20/31
20
What’s in a name?
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 21/31
21
What’s in a name?
• Play on “recycle”
• Very green oriented
• All about rental
• “Rent + Bicycles”
• Takes rent completely out
• Flexible word adapts to biz
• Implies access / ease
• Open to new directions
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 22/31
22
What’s in a name?
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 23/31
23
What about the other stuff?
Logo
Homepage design
Product screenshots
Slide template
Business card
Videos
Blog
Collateral
Social media presencePR
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 24/31
24
Perception is everything.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 25/31
25
Perception is everything.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 26/31
26
Perception is everything.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 27/31
27
Perception is everything.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 28/31
28
…up to a certain point.
A brand is ultimately judged by how well you
deliver against your promise.
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 29/31
29
At some point, it’s out of your control.
“Your brand is what people say about your company when you’re
not in the room.”
- J eff Bezos, Amazon
you
your employees
your investors
your customers
people you don’t even know
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 30/31
Thank You!
7/28/2019 SVFI April 16, 2013 Naming & Branding Tim Hyer Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-tim-hyer-slides 31/31
31
Protect your brand.