lafi 2015 naming fabian

8/20/2019 LAFI 2015 Naming Fabian

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Presented by

FABIAN GEYRHALTER

@FinienInsights

October 12, 2015

B RAND

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

YOURSTARTUP

A NEW BRANDUNDERSTANDS THATBRAND IS A GOOD THING

IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH

SOUL ATTRACTIVE SMART

SOUL ATTRACTIVE SMARTTHE BRANDPLATFORM( ) THE BRAND

ATMOSPHERE( ) THE BRAND’SUSABILITY( )

IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH

POSITIONINGSTATEMENT+ =

THE POSITIONING STATEMENT

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

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

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

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

health and eco-conscious consumers

grocery store the highest quality natural and organic

products that support vitality and well-being

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

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

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

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

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every woman should feel empowered and

beautiful no matter where life takes her performance materials

Youthful

Strong

QuirkyBold

Calm Warm

Clever Dependable

Caring

Whimsical

Innovative

Helpful

Luxurious

Feisty Empowered

FeminineSexy

Light-Hearted

Friendly

Strict

Cosmopolitan

Badass

Conservative

Caring

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.

Your Brand

2015 - 2055

A NEW BRANDIS LOOKING FOR LOVE

A NEW BRANDIS ON MATCH NOT TINDER

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

BRAND STRATEGY TAKEAWAYS

If you question the significance of your idea, startover

Every brand has a sweet spot, try to find yoursearly on to manifest it, share the brand manifestowith your team, it shall be your guide

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

Don’t give up until you found your perfect why.+

[4]A NEW BRAND

HASA BRAND NAME

Like naming a child, you

don’t want to have to redo

it later.— Adam Mefford, Currency/Human Capital

Creative Spelling

= Uncreative Spelling

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. Your company’sofferings will change.

Descriptive

Ideas, processes, offerings, designs and teamswill all likely adapt over time, your name will staywith you forever. Don’t paint yourself into acorner.

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

Your name needs to already tell a story or be easilyused to create a new story

NAMING TAKEAWAYS

Social? Have an actionable name+

[5]A NEW BRAND

LOOKSLIKE A BRAND

[5]A NEW BRAND ICON

SHOULD BEICONIC

COMPONENT 1: Timeless

ANNO 2014

ANNO 2015

COMPONENT 2: Unique/Distinct

COMPONENT 3: Tells a Story

COMPONENT 4: Simple

BEFORE

The ability to be disruptive

and quietly meticulous

might just be the di " erencebetween a bubble-fueled fad

and a business built to last.— Fast Company discussing Warby Parker, March 2015

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