Naming & Positioning

@riyadhusain

Riyad S.A. Husain

CEO, Magnito Digital

Naming & Positioning

Riyad S.A. Husain

CEO, Magnito Digital
@riyadhusain

Whats in a name?
-

The name is your identity; it defines your brand

It is the first step to your customer experience journey

The name will set you apart from your competition

It will be present where ever your business is present

@riyadhusain

Worlds Top Brands

@riyadhusain

4 Types of Names
Name Types

Example

Positives

Functional

BD Jobs
Gaan Bangla
Founder
Institute

Know what it is

Not distinct

Invented

Google

Easy Trademark
Memorable

Tough to
understand
credibility

Experiential

BKash

Makes sense to
competitor

Becomes
common

Evocative

Apple
Mum
Fresh
Summit

Strong for
positioning

No
Association

@riyadhusain

Negatives

Source : Igor International

5th Type of Name

Name
Types
Associati
on with
Family
Name

Example
Abul Khair Group
Rahimafrooz
Abdul Monem Group
Akij Group

@riyadhusain

Positives
Credibility

Negatives
Not much
scope for
brand
positioning

The Process of Selecting a Name

1 2 3 4 5
Evaluate

@riyadhusain

Establish
Positioning

Brainstorm
Names

Testing &
Scoring

Set Digital
Footprint!

Evaluate
Industry Analysis > Customer, Competitor, Company
SWOT Analysis > Strengths, Weaknesses, Opportunities, Threats
Target Audience > Demographics. Who are my customers?
USP > Trustworthy supplier of fresh vegetables
Do I speak about my product or my solution?
I serve the freshest vegetable
OR No more worries about healthy living
@riyadhusain

Evaluate
google.com/trends/explore

@riyadhusain

The Process of Selecting a Name

1 2 3 4 5
Evaluate

@riyadhusain

Establish
Positioning

Brainstorm
Names

Testing &
Scoring

Set Digital
Footprint!

Establish Positioning

It is the way by which a marketer attempts to

create a distinct impression in the customer's
mind, to differentiate itself from the competition

@riyadhusain

Establish Positioning
Current & Target Brand Positioning? > Pricey? Cheap? Premium?
Fast? Casual? Trustworthy?

Position Mapping> Where do I stand in comparison to my competition?

Buzzwords that go with my positioning
examples:
- Youthful
- Confident
- Adventurous

Slogans that go with my positioning

@riyadhusain

Moodboard
EAT OUT

C H AT

T
A
E
R
T
A
K
VE L
N
I
DR

E
C
DAN

SELFIE

C
I
S
MU

Moodboard

The Process of Selecting a Name

1 2 3 4 5
Evaluate

@riyadhusain

Establish
Positioning

Brainstorm
Names

Testing &
Scoring

Set Digital
Footprint!

Brainstorm Names
Brainstorm in a group
Write them ALL down
Do it over multiple sessions
Revisit them and make a shortlist through process of
elimination

@riyadhusain

The Process of Selecting a Name

1 2 3 4 5
Evaluate

@riyadhusain

Establish
Positioning

Brainstorm
Names

Testing &
Scoring

Set Digital
Footprint!

Testing & Scoring

Create a scoring system based on parameters
Create a survey questionnaire
Do a focus group discussion if possible
Take opinions in social media
Ask friends, family and business associates
Finalize Name!
@riyadhusain

Testing & Scoring

@riyadhusain

The Process of Selecting a Name

1 2 3 4 5
Evaluate

@riyadhusain

Establish
Positioning

Brainstorm
Names

Testing &
Scoring

Set Digital
Footprint!

Set Digital Footprint

Book domain (.com OR .org OR .com.bd?)
Facebook page address (eg. fb.com/fi or
fb.com/founderinstitute)
Twitter handle
LinkedIn company page
YouTube Channel
@riyadhusain

Visual Identity Manual

@riyadhusain

Case Study

$1000 investment to
$100,000 revenue in
6 months
@riyadhusain
@riyadhusain

Case Study

@riyadhusain

Case Study

@riyadhusain

@riyadhusain

Time for Questions!

/riyadhusain
@riyadhusain