5-Minute MBA in Naming Things: The Ultimate Guide to Coming Up With Better Names
This is an easily-digestible resource, which should take your understanding about naming from so-so to o-ho! in 5 minutes.
Reasons-to-Believe: What Are Your Proof Points?
When customer hear a claim, they want to see proof.
Give customers a reason to believe and they will trust you.
Value Proposition: What Are You Offering?
The best value propositions are the best answer to the customer's specific need.
Your brand should be a painkiller and not a vitamin.
Customer Need: What Is Their Real Job-to-be-Done?
Serving the customer's needs is an ongoing process.
Customers evolve, so should your brand's offering.
Target Customer: Who Is Your Audience?
The business of a brand is to create value for the customer.
Understand them and build for them.
Frame of Reference: Where Is the Brand Placed?
Customers place brands in categories.
Define your frame of reference, otherwise your customers will.
Brand Attributes: How Does the Brand Present Itself?
Brand attributes are physical attributes and personality traits.
First, understand your brand. Then, choose your attributes and remain consistent.
Mission Statement: How Do You Do It?
Your goal with a mission statement is to communicate how your brand does what it does.
Make it clear.
Brand Promise: How to Communicate in One Statement?
A good brand promise captures is like a guiding light for brand strategy. It is a combination of the brand's vision and its purpose.
Brand Purpose: Why Bother?
People don't buy what you do, they buy why you do it.
The brand vision is a conviction about the future.
The brand purpose is an idea of how the brand fits into that future.
