Naming & Branding

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’s depend 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