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Naming and Positioning
The Founder Institute
Wendy E. Robertson, Mentorceo, assemble.is
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Fido
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$ good name
• Emotionally resonant – with buyer %ersonas
• Functionally accessible – logical, %ronouncable, na#igable
• &egally De'ensible – con'usion, in'ringment
• Financially a%%reciable – a growing asset
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Path o' least resistance
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First hand e(am%les.
• Kneebone• Thriver• Studybucks• Infuitive• Assemble
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)ome e(am%les
• htt%*++betabeat.com+ - /+-0+the! !weirdest!and!worst!tech!startu%!names+1slide-
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Thin2 la#ishly
• 3oogle is not a nonsense name, it is a
Portmanteau. – 3oggle is a de#ice to see things – 4gle is a collo5uial term 'or loo2ing at.
• 6Portmanteau word6 is used to describe a linguisticblend, namely 6a word 'ormed by blending sounds'rom two or more distinct words and combining their
meanings.7
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8ut not too la#ishly
• )yngra9i – &atin – )igning – )ynta( – 3ra%hite
• )%elling• Pronunciation
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• :ni5ue• $#oid :nusual )%ellings• Easy to %ronounce and remember• Two syllables ;or three< no hy%hens or s%ecial
characters• =loser to $ than >• Possibility o' becoming a #erb• Re'er to or describe the business
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Domain E(tensions
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oma n ran ngs are nottelling
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Does it 'eel right.
• Who are you?• What do you do?•
What does it matter?
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$ good introduction A credentials.
• Focus on communicating #alue• Is it rele#ant to the customer•
Will it contribute to the com%any asset
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Do you struggle with it?
• Pronunciation• =on'usion•
)imilarity• =onBict
•
I' the answer to any o' these 5uestions is CE) then you ha#e to 9nd a new name.
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The to%ics• ow do you de#elo% a good name 'or your business?• ow do you %osition the business with a name?• What characteristics ma2e a good name?• ow do you test di"erent name candidates?• What in'rastructure do you need when you %ic2 your name?• $re there ti%s to 9nding a good domain name?• What social media %lat'orms should you loo2 to get your
name on?• ow do you de#elo% a logo?• Does a name really matter?
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