SDFI Fall 2014 Naming and Positioning Fabian

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B RAND

H O W T O L A U N C H A

Presented by

FABIAN GEYRHALTER

Founder Institute, San Diego

January 15, 2014

IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH

SOUL ATTRACTIVE SMART

SOUL ATTRACTIVE SMARTTHE BRANDPLATFORM

THE BRANDATMOSPHERE( ) THE BRAND’S

USABILITY( )

IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH

YOURSTARTUP

YOURBRAND

STEP 1:

BRAND PLATFORM

People don’t care about you,

until they know you care

about them.— David Fry, Marketing Expert

POSITIONINGSTATEMENT+ =

Positioning articulates the bene ! ts to

the consumer. You may have the most

brilliant idea for a product or brand,

but if you cannot compel the consumerto make a purchase, you have nothing.

THE POSITIONING STATEMENT

!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0

%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45

!"#$%! "'()%*+%

+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#

experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%

health and eco-conscious consumers

grocery store the highest quality natural and organic

products that support vitality and well-being

!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0

%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45

!"#$%! "'()%*+%

+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#

we believe in Whole Foods, Whole People,and a Whole Planet

a " uent women ages 20-55

active wear line high-end fashion integrated with

!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0

%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45

!"#$%! "'()%*+%

+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#

every woman should feel empowered and

beautiful no matter where life takes her performance materials

Is there a compelling story behind the brand?

Patagonia grew out of a small company that made

tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all

silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.

Is there a compelling story behind the brand?

Patagonia grew out of a small company that made

tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all

silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.

Identifying Core Values

– Reduce environmental harm

– Build the best product

– Foster connection between humans and nature

Youthful

Strong

QuirkyBold

Calm Warm

Clever Dependable

Caring

Whimsical

Conservative

Innovative

Helpful

Luxurious

Feisty Rugged

MasculineSexy

Light-Hearted

Friendly

Strict

Youthful

Strong

QuirkyBold

Calm Warm

Clever Dependable

Caring

Whimsical

Conservative

Innovative

Helpful

Luxurious

Feisty Rugged

Light-Hearted

Friendly

Strict

Masculine

Youthful

Strong

QuirkyBold

Calm Warm

Dependable

Caring

Whimsical

Conservative

Innovative

Helpful

Luxurious

Feisty Rugged

Light-Hearted

Friendly

Strict

Masculine

Clever

Youthful

Strong

QuirkyBold

Calm Warm

Dependable

Caring

Whimsical

Conservative

Innovative

Helpful

Luxurious

Feisty RuggedWitty

Light-Hearted

Friendly

Strict

Masculine

Clever

Youthful

Strong

QuirkyBold

Calm Warm

Clever Dependable

Caring

Whimsical

Innovative

Helpful

Luxurious

Feisty Empowered

FeminineSexy

Light-Hearted

Friendly

Strict

Cosmopolitan

Badass

Conservative

Caring

Today’s consumers have more choices

than ever before. With so muchcompetition, brands need a way to

stand out and capture their audience’s

attention. All a brand needs is one point of di # erence.

WHAT YOU DO.HOW YOU DIFFER.

WHY YOU DO IT.

UNDERSTAND.

CONNECT.

FOCUS.

Age: !!

Location: #$% &'()*)%

Education: +& +,%-')%%

Career: ./ &%%$0-12)

Income: 345

Hobbies: 6$(17 /,''-'(7

81%9-$'7 :,%-07 ;'%21(<1=

Tech Use: >=1<2 ?9$')7 @1A*)2

Meet Adrienne

How She Wants to Feel:

comfortable, condent

in her clothes,

regardless of whether

she is at yoga, running

errands, or chatting over

coffee with friends

friendship

individuality

adventure

What She Aspires To:

run a !"#"$%&'

$#"()* to exotic places

work as a PR agent for

high profile artists and

bands in the !+,-.

-'0+,$#1

Your Brand

2014 - 2044

TAKEAWAYS & INSIGHTS

If you question the significance of your idea, startover

Every brand has a sweet spot, try to find yours

early on to manifest and expand on it, share thebrand manifesto with your team, it shall be yourguide

Without authenticity there is no emotion Without emotion there is no connection Without connection there is no brand

STEP 2:

NAMING

Like naming a child, you

don’t want to have to redo

it later.— Adam Mefford, Currency/Human Capital

Recognition/legacy associated with the name

Any press (good or bad) that follows that person will follow your brand

Founder

Recognition/legacy associated with the name

Any press (good or bad) that follows that person will follow your brand

Founder

Quickly conveys your purpose to your audience

Difficult to find an available .com domain, runs the risk of othercompanies within your vertical having similar names

Descriptive

Your brand creates the meaning associated with the word, canlead to some of the strongest branding

Unlikely to immediately communicate your brand to your target audience,additional marketing effort is necessary to educate the consumer

Fabricated

In the case of a name with a shorter acronym, like AOL, it can allowyour company to quickly sound like a well-established, large brand

It can be very difficult/expensive to obtain an available domain,particularly in the case of 3 or 4 letter names. Marketing efforts willneed to ensure your consumer doesn’t jumble the letters

Acronym

Creative method of getting a name with an available domain that willimmediately connect with your audience

Consumers may misspell your brand name in a web search if they’ve onlyheard it verbally. Similarly they may be unsure as to how to pronounce itif they’ve only seen it written, and less likely to repeat it to a friend.

Creative Spelling

Creating a story between a word and a number can make for a memorablename. Combining a common word with a number that tells a distinct storyabout your company or product can also make it easier to secure a domain.

Might be difficult to secure a domain if the name only has 3-4 numbers.Longer numeric names can be difficult for your audience to remember.

Numeric

Launching a new brand without a

strategic growth plan in place is likelaunching a kayak into a river without a

paddle. You will not be able to forge

ahead on a deliberate path withoutsomething to help guide you.

HOUSE OF BRANDS

The parent brand has multiple sub-brands that each have their own uniquebrand positioning, marketing budgets, and target audiences.

BRANDED HOUSE

The brand identity mark of the parent brand is carried through to the sub-brandsso that there is a recognized relationship between the two in the marketing e # orts.

TAKEAWAYS & INSIGHTS

Ideas, processes, offerings, designs and teamswill all likely adapt over time, your name will staywith you forever.

Ensure that you own the rights to your chosenbrand name: purchase the domain and trademarkthe name.

Ensure the name already tells a story or can beeasily used to create a new story

More features killmore startups than

lack of money

— Marty Zwilling, Entrepreneur/Author

SDFI Fall 2014 Naming and Positioning Fabian

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