Naming & Branding

our business
about me 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
Naming & Branding

70% 30%
#1 - NAMING
What is your name?

Everybody have a name!

My name is Hieu.

-> A name is a vision for our children/business

A name set
a destiny for our life/business
A name set
a destiny for our life/business

Trn ng Khoa

Trn Vn H
A name set
a destiny for our life/business
Everybody s got a name

What if we got a
BAD NAME?
Problems
with a bad name

http://luathoc.cafeluat.com/showthread.php/8425-Ten-xau-thay-doi-duoc-khong
Problems
with a bad name

http://www.baomoi.com/Phai-mang-ten-xau-den-18-tuoi/139/2930535.epi
Problems
with a bad name

http://vietbao.vn/An-ninh-Phap-luat/Kien-So-Tu-phap-vi-khong-cho-doi-ten/10822363/218/
 What about
BUSINESS 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 to
NAME 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 to
NAME A NAME

DON Ts:
Avoid acronyms
BASF, IBM, GE, BMW, AT&T, TIAA-CREF, AFLAC, SBC, CVS, ABC, CNN, MBNA, MGM

Be careful with space

Pen 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 vua mat kinh roi,anh
den le di em chiu het noi roi ne,anh oi"
 How to
NAME A NAME

ENGLISH or VIETNAMESE or BOTH?

It depends on:
Our target user
Domain name availability
 How to
NAME A NAME

CHOOSE A NOW-NAME
Easier to grown.
Focus.
We will have solution when we are big.
NhacCuaTui.com
 How to
NAME A NAME

MEANING OR NO-MEANING?
 How to
NAME A NAME

ONE FOR ALL or SEPARATE?

mail.google.com enbac.com
earth.google.com linkhay.com
calendar.google.com afamily.vn
talk.google.com muachung.vn
... ...
OK, we have a name
What 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.
Advantages
of 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 time
do 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 this
Your 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
 THANKYOU!

NGUYEN NGOC HIEU

ngochieu.com