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Naming and

Positioning
Allan Tan

What’s in a Name
Word/s to address or refer to a
person, animal, place, thing, or
business.

Importance
• First thing people see, hear, and
remember.
• People judge your company from the name.
• It makes emotional connection to your
customers.
• It drives traffic and discoverability (e.g.
Google search, App Store).
• A good name can get you through the door.

Hard and Difficult
• It’s a mix of art, science
and perseverance.
• It must be short, and yet
represent your vision and
values.
• It must be available
(domain, SEC/DTI).

Expensive
$1,000,000.00

More Expensive

$100,000,000.00
Accent on the Future

First Step
1. Know your vision.
– Look for the root word.

2. Know your
position/competition.
– Look for the differentiator.

3. Know your target
market.
– Look for common words.

Next Step
• Enumerate and brainstorm with your
team.
• Set a deadline to finalize.
• Hedge on strong search words using
Adwords

Research
• Research name usage on social
media using
– http://namechk.com/

• Check if available in SEC, DTI, IPO
(Trademark)
– If not available, use it as a brand instead
of company name.
– Avoid conflict in names.

Directed Fate

• They were trying to come
up with names that fit with
the theme of a mobile
phone buzzing an update
in your pocket.
• Name was picked out of a
hat.

Sounds good and available

Composition

Selected ingredients: coca leaves
and kola nuts.

Experiential

The fact that it also gives the drinker
some extra “pep”.
Digestive enzyme pepsin.

Personal

Zynga is named after CEO Mark Pincus’s late
American Bulldog, Zinga. The name means
African warrior princess.

Memorable Acronym

The acronym for “Technology, Entertainment & Design”.
With tagline “Ideas worth spreading”.

Etymology and Synonyms
• http://www.etymonline.com/
• http://www.powerthesaurus.org/
• http://www.visualthesaurus.com/

Foreign Language

• German language word meaning "over",
"above" or "across”
• Latin : http://www.latindictionary.net
• Nearly 60% of English words are defined
from Latin

Visual Inspiration

Compound Words

Portmanteau
• Combination of taking parts (but not all) of
two (or more) words or their sounds
(morphemes) and their meanings into a
single new word.
• For Example:
– Spoon + Fork = Spork
– British + Fitness = Britness

• http://www.werdmerge.com/
• http://www.namerobot.com/
• http://www.portmanteaur.com/

Prefix , Suffix
• Common Prefixes: my-, our-, the-, all-, in-, on-,
un• Common Suffixes: -ly, -sy, -er, -it, -ie, -io, -am,
-ia, -ora, -ero, -ist, -ism, -ium, -ble, -ify, -ous,
-ing
• onSwipe, inDinero, Alltuition, Mycityway, Nestio,
Goodsie, Spotify, Shopify, Posterous, bitly
• http://wordoid.com/

Misspell the Words

Add Numbers

Domain Names
“Names are underrated, but domains
names are (increasingly) overrated.“ Chris Dixon
•Square, Dropbox, Box.net all started
with temp domains.
•Check for available domain names using
– If not available, use prefix (e.g. go-, in-,
get-) or suffix (e.g. –now,-online)

Domain Names
• Square was squareup.com
• DropBox was getdropbox.com
• Facebook was thefacebook.com
• Instagram was instagr.am
• Twitter was twttr.com
• Foursquare was playfoursquare.com
• Basecamp is basecamphq.com
• Pocket is getpocket.com
• Bitly was/is bit.ly

Logo 101

Inspirations

Inspirations

It is about
telling stories.

Classic

Tools

Tagline 101
• Do I need a tagline?

No.
• A tagline is a small amount of text which
serves to clarify a thought for, or designed
with a form of, dramatic effect.

Tagline 101
• When do I need a tagline?
– When name and logo is not enough.
– When reposition in the industry.

• Qualities of a great tagline
– Short, catchy and memorable.
– Express brand values, personality and
position
– Evoke emotional response

Ranking

Test
• Ask your friends, family, working group
what they associate to the name.
• Send out survey to your mailing list.
• Crowdsource Opinion
– http://www.zipinion.com/
– 5 Seconds Test (http://usabilityhub.com/)

Insights From Experience

Other Tips
• Convey your Vision, Competition, Target
Market to designer or brand team.
• Do not use public domain clipart, images.
• Make sure it is available and not
trademarked.
• Consider printing on shirt, letterhead, and
other materials.

Resources
http://jasonfrasca.com/deconstructing-everydayblog/tools-to-name-your-startup-company/
http://www.igorinternational.com:7080/process/igornaming-guide.pdf
http://mashable.com/2012/10/04/startup-naming/
http://justcreative.com/2009/07/27/what-makes-agood-logo/
http://pipedreamstudio.com/whats-tagline-need-one/
http://stocklogos.com/topic/famous-logo-designsand-how-much-did-they-cost

Thank you
Allan C. Tan, SCEA, PMP
CEO/President

Email: allan@ideyatech.com
http://www.ideyatech.com/
allanctan
@allanctan

ph.linkedin.com/in/allanctan/