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Mastering the Art of Naming Brands for Success

Learn how to create impactful brand names that resonate with your audience. Discover valuable tips and strategies for naming your business, products, and domains effectively to build a strong presence online. Take control of your brand identity from the start.

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Mastering the Art of Naming Brands for Success

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  1. Wot’s in a name By Peter Baskerville

  2. Top brands - Description 94% of top 100 brands don’t describe the products they sell

  3. Top brands Analysis One Word

  4. Like so many things in entrepreneurship … it’s counter-intuitive. • Don’t love a name and then try and own it … own it and then grow to love it.

  5. Name ownership Online Social Media Platforms Domain Name - *.com Google Search Domain Name - *.com.au Gmail Domain Name - *.new gTDL Trademark ASIC Business Name

  6. Own it from the start • VALUE - It will eventually become your most valuable asset - COKE • COSTS - Avoids having to pay a fortune to buy the missing piece later – SMSFUN • MARKETING – more bang for bucks – no leaching • LITIGATION - Don’t pick a fight with an international brand with deep pockets – MacDonald’s Cakes

  7. Unique … but understood • Make up a name (KODAK) • Difficult to create • Confusion over pronunciation • Good for geographic locations (Café) – Short name ending in ‘s’ (Ettos, Moors, Earls) • OR - Join two common words. • One related to the market • One upbeat and positive

  8. Describe in the byline

  9. Name creation • Facebook model • Made up name • 4-5 letter industry word + 4-5 generic word • Collins word puzzle • Compile a list • New domains a game changer • Naming tips • Take care with the middle ‘s’ …Skills hit, surprise words, multiple pronunciations. • Lower case “j,g,q,y,p” can cause problems with logos – 30% size loss

  10. Game changer – new gTLD • ICANN • January 2014 • 22 to 700+ planned • Staged Release – pre-register • Shorter, more memorable, targeted. • Get multiple & redirect

  11. Name checklist process • Goal • 360◦ ownership • Not start a future fight • Process • Australian business name ownership check – ASIC • Domain (*.com or *.com.au + extension) check – Type into the address bar • Trademark check • Google check in search returns (competition, owned by big player)

  12. Registering a name • Business name • ASIC controlled – company • Online – register first • ABN – Years 1 or 3? - <$100 • Domain name • Online registration – Years 2-10? Extras? • crazydomains.com.au/ <$30 • Trademark • Name, $100 x class x 2, service & goods • Platforms • Facebook, Twitter, Wordpress, gmail, Google +, Linkedin group

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