Join BeTheSpark Creating a Visible, Simple & Connected Ecosystem to Ignite Entrepreneurship in Wales

BeTheSpark is a way of helping Entrepreneurs make a success out of their company. It is something that we at Wesley Clover believe highly in. Supporting you as start-up technology companies regardless of whether you have received venture capital directly from us is an ideal that is now being enforced throughout Wales through the BeTheSpark initiative.

At the inaugural BeTheSpark event, I pledged as one of the first 300, to help start-up entrepreneurs from within Wales grow their business. I will share my ideas and knowledge with you for marketing and design assistance. I pledged to encourage fellow Welsh people interested in the twin pillars of innovation and entrepreneurship to sign up to this commitment and join like minded people and pledge their time through mentorship to help Welsh companies dream big.

BeTheSpark - To embed a national imperative for entrepreneurship and innovation across Wales by all stakeholders to create more home grown profitable companies creating wealth

Through this ideal we are helping achieve a movement.

It was Bill Aulet, author of Disciplined Entrepreneurship who said at the BeTheSpark launch event that Newtons Law of motion applied heavily to start-up companies. “Body’s at rest will remain at rest. Body’s in motion will continue to move until ultimately stopped.”

Those of us now committed to this Welsh initiative will help create this movement and enable companies to achieve this ‘body in motion’ and when an object gets in the way we are all here to help in any way we can for you to traverse that object and continue to build.

A movement will create change. A movement will create momentum. This movement will enable even school children to realise that becoming and Entrepreneur is a possibility for them. It is true that the curriculum needs to change but another stakeholder group, Government, have pledged to tackle this obstacle and ensure all of the right obstacles are removed to allow bodies to ‘remain in motion’. We are all in this together. We have all pledged to help in different ways to remove the obstacles to allow entrepreneurial talent to flourish.


The Stakeholder Groups involved in the Welsh BeTheSpark initiative are:

Entrepreneurs

Given the right tools, outstanding Welsh-based entrepreneurs have the potential to flourish even more and trigger an explosion of high value businesses and jobs. Through this movement entrepreneurs can achieve the ideal opportunity to ignite the next era of Welsh business success.

Academia

Through world-leading research, Welsh academia is redefining what’s possible in business and shaping future ways of working. By combining the latest research with the latest real-world business practices, academia can produce more commercially minded graduates and fuel a more prosperous nation.

Government

Welsh Government is bringing key stakeholders together to transform Wales into a force on the world stage, giving the chance to tap into a vibrant network of people and organisations focussed on delivering more jobs, growth and prosperity to Welsh communities.

Risk Capital

Wales is a hot bed of technology, creativity and entrepreneurial talent. The nation’s risk capitalists and angel investors have played a key role in nurturing talent and igniting successful businesses.

Corporate

In Wales, innovation is influencing the corporate network and a strong entrepreneurial spirit is shaping new products and services. Take advantage of strong networks, identify and exploit emerging opportunities and take your business to the next level.


For individuals to realise their potential, they need the building blocks to succeed.

Firstly they need Recognition. To understand themselves that becoming a Welsh entrepreneur is an option for a career.

Secondly they need to belong to a community of supporters and mentors which BeTheSpark is enabling.

Thirdly they need to identify the opportunities available to them and with the help of the Stakeholders, Government will allow more facilities to be at their disposal, Academia will open up their labs and equipment so it can be used in evenings when lectures have concluded, Corporate will offer business and tax advise, Risk Capital will make it easier and quicker to receive funding and help with items like Business Plan formulation and structure and finally Entrepreneurs who already have established companies are there to identify the pitfalls in building a business as well as the roads need to be taken to make a success of your idea.

Fourthly, visibility of what everyone is contributing is important. Anyone seeing what the BeTheSpark initiative is achieving will be more aware of the movement and want to join in. Creating more start-up companies within Wales and encouraging innovation and entrepreneurship is the ultimate goal.

Lastly the potential to contribute is important. Everyone can help in anyway, from opening up offices to support start-up companies with free wi-fi or a place to meet in a convenient location to mentoring sessions in evenings to combine networking events with stakeholders from each group for a one-stop-shop for business advise.


I have a drive to help and advise others within Wales who dare to dream big and take that first step to become Wales’s future FTSE 100 company.

I am playing my part in this process.

So if you’re in Wales, I encourage you to join me and become a part of a movement that links innovation and commercialisation together to create opportunities for your company.

Let’s build trust, drive change, share our learning and collaborate to solve real world issues and make Wales a more prosperous place to live.

Join me, join Wales, join in.

#BeTheSpark

bethespark.wales

Creating a Case Study in 5 Steps – One of the First and Most Effective Marketing Tools You’ll Need

Case studies are the perfect way to tell other prospective clients how valuable your tech start-up is. It identifies a working relationship between your company or product and another successful company.  The bigger the company you are trialling or working with then the more weight the case study will have as a marketing tool.  Case studies identify live examples of your product in the industry as well as show you satisfied your customer’s needs and helped them accomplish their own objectives.

A case study can also provide you with numerous quotes which can be used in other literature like movie quotes do on a poster. A case study unlocks the power of your product by enabling other identified companies to validate and advocate your product and what it does. All you need to do then is leverage this to create effective messages showcasing how great your tech start-up is!

With a really well crafted case study you can highlight your success in working with a company and identify problems you’ve overcome which help convert your potential customer to be your actual customer. You can use the case study to show competitors of the company that they are using your product effectively and so should they. People don’t like to feel they’re being left behind so this is a useful tactic too.

Below is a checklist I created for Talkative to enable them to ask the right questions to get a successful case study written.

About Talkative
Talkative embeds real time communication into organisations’ websites to improve conversion rates and customer experience. Voice and video website calling lets consumers call into a contact centre from within the organisation’s website. Cobrowsing allows a contact centre agent to securely join a consumer’s browsing session, annotate their screen and share documents.

https://talkative.uk

 

We need to create a case study to highlight Talkatives success in a way that will make potential customers become paying customers. From this case study we will be able to extract the facts and figures which will enable the marketing to be more focussed and precise giving real proven results that can be backed up during a demo.

The case study needs to be of someone which other customers can relate to and this can be manipulated for each client to focus the desired result that client is looking to acheive.

Target Market

Talkatives target market initially is:

1. Travel Industry (Travel Agents, Hotel Chains, Airlines)

2. High value retail (Cars, Property, Furniture)

3. Camparison Websites (Confused.com, GoCompare, MoneySavingExpert)

4. Financial Services (Banks, Building Societies, Stock Brokers, Insurance, Consumer Finance)

Above there are a few areas in different markets which could link through a single study. i.e. a case study on a hotel chain could also easily be relevant for a property developer or a comparison website again be relevant to most if not all financial services.  Further down the road several target market case studies should be adopted when available but intitially lets complete a case study wherever possible even if it is just under testing purposes.

The goal is to ensure that once our ideal customer has read the case studies, they will feel:

Talkative are a comfortable fit in their industry.

Talkative understands their industry specific needs.

Talkative know how to give their industry targeted results.

People who read about results obtained within their industry (or comparable service) will feel like the same products / services will work for them as well.

 

1. The Story

Telling stories is the easiest way to acheive confidence in what you do. A great case study will allow someone to really get to know the customer within the story (case study) and when constructing it we need to follow a simple pattern:

Who is the sample customer and what do they do?

What were the customer’s goals?

What were the customer’s needs?

How did we satisfy those needs and help the customer meet their goals?

(See The Questions section later on for specifics)

Stage 2

Never forget to follow up with your customer a few months down the road to show how Talkative’s services are continuing to have long term benefits for their customer. This would give readers the opportunity to see that Talkative’s goal is not only to help with immediate needs, but also to ensure long term results.

 

2. The Layout

Keep the text short and punchy using heirarchy elements such as larger font for the introduction and the columns with sub headings to direct flow. Intersperse with relevant images to the copy and use bullet points to show problems solved and acheivements met. (Bullet points not only break up blocks of copy but also enable ‘skim’ readers to grasp real results quickly and highlight important parts that need attention).

 

3. The Maths

Clearly state available numbers for before integration and following to be able to use percentages like 50% more conversions and  20% increase in staffing needs due to Talkative’s implementation. Use figures which are simple to understand as most decision makers you’re targeting won’t be tech focussed so keep the case study clear.

Using real numbers shows real proof where the customer was and where they ended up after intergration and potential customers can apply those figures to their service easily making an informed decision if it is right for them.

Seeing these real, tangible results is proof that can help the reader envision exactly what Talkative might do for them, making the case study that much more powerful in selling.

 

4. The Strategy

Just saying that Talkative doubled the sales of a travel agent isn’t going to quite convince someone to purchase. You should always back it up with a time plan i.e.

Over a three month period of integrating with the customers unique service and infrastruture as well as some essential modifications to work with their search engine and existing systems we were able to see within just the first few weeks the benefits of Talkatives service. After a further six months and two additional dedicated support staff we were able to clearly see an increase in year on year sales of 46% leading to converted sales allowing for 68% profit as well as a decrease  in bouce-rate of 29%An Example

 

5. The Questions

Asking the right questions is the only way you can get tangible copy which can become a useful marketing (and therefore sales) tool. When asking questions don‘t ask them so a ‘Yes’ or ‘No’ answer will be given. Start a question with

Tell me about…

or

Describe what it was like before…

 

The case study will have several sections mainly (but not limited to):

The Customer’s Business
Generate a better understanding of the company’s current challenges and goals.

Tell us about your business and what your goals are

The Need for a Solution

What challenges and objectives led you to look for a solution?

What would have happened if you did not identify a solution?

Did you explore other solutions prior to this that did not work out? If so, what happened?

The Decision Process
How the customer arrived at their decision to work with Talkative helps the decision-making process of potential customers.

After meeting Talkative for the first time, what were your impressions or expectations?

The Implementation 
Focus on exploring their experience during the process with talkative.

How long did it take to get up and running? Did that meet your expectations? Who was involved in the process?

The Solution in Action
Better understand how the customer is using the service.

Is there a particular aspect of the Talkative service that you rely on most?

Who (of your customers) are using the service?

The Results
Identify impressive measurable outcomes. The more numbers, the better.

How is the service helping you save time and increase productivity?

In what ways does this enhance your competitive advantage?

How much have you increased metrics X, Y, and Z?

By using the above case study creation guide you will craft the right questions to get the right people reading it and help drive sales. Don’t forget that Marketing and Sales are now so tightly entwined that the role of Marketing can in many case drive revenue and leads itself.

For more information on Talkative and their journey from being a tech start-up to where they are today visit talkative.uk

I wish you luck with your own case studies.

 

“What is a Brand?” and “How do I Name My Start-Up?”

This is a presentation and workshop I give every year to Technology Entrepreneurs within the Alacrity programme. A significant portion of my role within WesleyClover is creating brands by supporting and creating graphics and marketing for the Alacrity teams pre and post graduation. WesleyClover were the company which set up the Alacrity programme for the main purpose of taking talented graduate technology and business entrepreneurs and supporting them while they created a company and their brand through close mentoring and industry connections. This enables these technology start-up companies to have a far better than average chance to succeed.

For more information on Alacrity and it’s worldwide influence please go to alacrityglobal.com

OK, so firstly let’s see what a brand isn’t

A brand isn’t a logo

A brand isn’t an identity

A brand isn’t a product

So What Exactly is a Brand?

A brand stands out in a crowded marketplace head and shoulders above its competition. People fall in love with brands, they trust them and believe they are superior to other similar products. How your brand is perceived will affect your success regardless of whether you’re tech start-up or not. SO put simply…

A brand is a persons gut feeling about your product, service or organisation

As competition creates infinite choices we need to look at ways to connect emotionally with our customers. We need to become irreplaceable and create lifelong relationships.
We need people to fall in love with our brands so gut feeling becomes second nature.

People use their gut feeling because brands are defined by people and not companies.

Why?

Because we are emotional, intuitive beings…

[See the hilarious Dasani Water UK disaster in the presentation above. A prime example of why marketing in one country doesn’t always translate into another country even when the language is the same…]
A great example of people’s gut’s reacting is from Sunny Delight.

A little girl turned orange having drunk large quantities of Sunny Delight in 2000. It was heavily publicised in the UK press. The negative publicity which surrounded this story was not helped by a badly-timed Sunny Delight ad showing a snowman turning orange.

Not surprisingly, sales went from 4th most popular drink in the UK to 46th overnight.

“We stayed in our little castle thinking if we don’t say anything, the debate will go away” – Jon Walsh Sunny Delight Brand Manager.

On a side note, it was always an interesting brand position to have Sunny Delight placed in the chilled section. Sunny Delight didn’t contain ANYTHING that required it to be chilled. The positive impacts that we feel about items kept in the fridge is that it is fresh and healthy. All Sunny Delight contained was essentially half a Berocca tablet in chilled water!

So what can we decipher from this example?

Your brand is not what you say it is

It’s what they say it is!

Why is branding so important?

People have too many brand choices to make in little time

Many brands have similar quality and features

We tend to base our brand choices on trust

Your turn:

There are hundreds of mobile phones on the market. How would you choose one?

Regardless of whether you shop around for different features and tariffs you will always weigh up the products’ price with one gut feeling…

trust

A handy formula for brands to always pay attention too is below:

T = R+D

Trust = Reliability & Delight

Trust comes from meeting and beating customer expectations.

How do we gain this trust? Back to the ‘brand’ – how do we develop one? How can we make our brand something that’s reliable and delightful to gain our consumers trust?

How can we prove to first time customers our product is reliable?

Build it well (that’s a given but they don’t know that yet)
Case studies
Advocacies (press, officials, Government, brand ambassadors)
Language used (in Marketing, Speeches, Pitches)
Ease of use (Product, website, literature, contacting)
Content Marketing (We’re experts in our field)
Word of mouth

How can we prove to first time customers our product will delight them?

Make it look AWESOME (distinctive and clear)
Navigate easy
Incentivise them with promotions
Make them believe it’s better than what they have now
Make it personal to them
Best quality – don’t allow it to break
Keep assuring them they’ve made the right choice (Content Marketing)
After Sales is AS IMPORTANT as pre-sales

Red Bull branded canoe

focus

focus

focus

Brand focus test

Who are you?

Who needs to know?

How will they find out?

Why should they care?

See the world through your customers eyes.

Build personas for your customers.
Put names and faces to these personas.
Put them on the wall in the office and add them to your Christmas card list.

CulturVate Brand Focus

From focussing we can achieve keywords which will influence our brand resulting in a clear brief to begin designing their brand assets

Culture

Learned patterns of behaviours shared by a group of people

Invigorate

To give energy (spark, lightning) to someone. Be enthusiastic. Make someone feel fresher, healthier and more energetic.

Cultivate

To prepare land (foundations) to grow crops on

The Brand Cycle

Designing the logo is at point 4 out of 6 in the brand cycle. Most leading brand custodians work on a 5 point brand cycle but I like to add in what I feel is one of the most important aspects of branding that’s often overlooked…

The Brand Cycle

Point 3 is my addition to the cycle. A bad company name ‘assumes’ a bad company in the same way bad advertising or bad publicity would. So don’t forget the importance of a good, solid and robust company name!

The Brand Cycle - Company Name

Creating your brand (stage 3)

You need a stand-out name –

View the Naming Guide in the Presentation Above or Click Here for the Article
From the name comes the logo (stage 4)

Using the focus test earlier we were able to add the company’s direction directly into the brandmark…

CulturVate Brand Mark

Culturvate signature and brand mark

Then we apply the brand through its touch points (Stage 5)
Advertising
Websites
Newsletters
Stationary
Signage
Packaging
Exhibitions
Proposals
Emails
Voicemails
Apps
Business cards
Vehicles
Services
Products
Speeches
Video
Mobile
Word of Mouth
Tradeshows
Direct Mail
PR
Social Networks
Promotions

A touchpoint is an opportunity to increase brand awareness and build customer loyalty.
Never forgot that YOU are a also key asset of your brand and should reflect it.

Then we manage our assets through controlling brand identity (Stage 6)

Brand identity must appeal to our senses.

See it, touch it, hear it, watch it.

Brand identity fuels recognition and amplifies differentiation making your product and meaning more accessible over competition.

We need to change peoples behaviour in our favour.

So, before we work on your company’s name…

Have you clarified direction and created a focussed company mantra?

Like CulturVate’s shown earlier, your mantra or market (brand) positioning is key.

Now, on to your company’s name…

You’ve identified key words of which your product or service will be relevant.

Now the best place for inspiration…

thesaurus.com!thesaurus.com!

…big shocker…


Well I hope you have what you need to create your company name now and you understand the essential nature of what is a brand and how it can effect the success of your start-up.

I wish you the best of luck and please let me know your company names and suggestions.

Pitching Your Start-up and Staying on Message While Presenting

This is a guide to help you get the best out of your limited time in front of a potential customer, investor or partner.

Building and crafting this pitch or presentation requires a significant amount of time to get it right. Never underestimate the power of a well designed presentation that again is on brand for your company, it speaks volumes for your professionalism and aesthetic qualities.

Actually designing a presentation we will come to in future discussions as a well designed presentation can still speak garbage if that is what you put in so let’s focus on what’s most important – the message we are trying to get across.

1. Craft a solid message

Be laser-focused on your audience

If you don’t know who you’re targeting, you just can’t be build a presentation that appeals to them.
a. Who is the Audience?

What’s their background?

Where do they want to be?

b. What’s their problem?

What’s holding them back?

What are their competitors doing?

c. How Can You Help?

How will you help them get what they want?

Define your goal

Craft a specific goal for your presentation to help you focus on the job in hand:
I’m doing this presentation to….

Teach advanced Marketing techniques to technology startups

Get my Director to increase next year’s marketing budget

Build a relationship with a prospective company (so in 18 months they’ll buy off us)

Pinpoint your audience’s expectations

If you know what your audience expects, you can successfully craft content that provides value to them.

For example If you’re pitching a volunteer service solution to a small charity, you won’t want to talk about advanced SaaS based solution.

What will the company expect to learn from the presentation?

Awareness of your company / product
Information about related products
Understanding of problems

Build your core message

Now you know what the company expects you can start to build your core message.
The #1 thing your audience will remember.

Every slide, gesture, comment and question is focussed on supporting your core message.

[Action verb ]+ [who] + [what]

[Action verb] + [ targeted audience ] + [ result wanted ]

[Show] these [local authorities] how [Volunteer Space can enable them] to [transform] their [coordinators into Community Champions] while [engaging, rewarding and retaining Volunteers]

Break down your core message into bite size chunks

What are the top 3 reasons that will motivate your audience members to do what you want?
What do you need to tell them to help you reach your goal?

If my audience could remember ONLY three things about my presentation, what would it be?

(1) __________

(2) __________

(3) __________

Backup everything with evidence

If you want people to trust you, back up what you’re saying with evidence:
data-rich points (statistics, surveys, research, charts)
case studies
testimonials

(use personas if you know the facts but have trouble gathering evidence)

Talkative offers a solution transforming your call centre into remote Personal Travel Assistants accomplishing high street service through your website, face-to-face,page-by-page, completing the sale. Talkative have enabled Trailblazers to reduce website drop-off by 62% resulting in 38% increase in sales.

2. Build a strong presentation structure

Craft a powerful outline

Introduce the topic / problem / situation before you start designing your presentation.

For example:

Topic: a presentation pitching a SaaS Volunteer delivery tool
Introduction: the problem that volunteering has and what needs to be done
Body: Who has the problem and who will benefit and why can you make the difference?
Conclusion: Why your solution works and what makes it different from other solutions, how can you start working together

Use the “so what” tactic

Keep the information relevant and to support your key message. Put yourself in the shoes of your audience and ask yourself “So What?”. If nobodies going to care then get rid of it.

Each slide has one message, idea, or point

If the content isn’t tied to your core message, don’t bother including it.

this helps to keep your pitch punchy and engaging.

Apply the persuasive story pattern

Use a structure to tell stories
Problem: current situation your audience faces. “The problem ‘we’ have is…”
Relief: how it can change. “There is a solution…”
Dream: your solution. “Imagine if you could…”

3. Write attention-grabbing copy

Headlines

Headlines are catchy phrases that have one target: get your reader to keep on reading.

Let’s start writing:

Headline 1: How to volunteer (terrible)

Headline 2: How to volunteer effectively (blah blah)

Headline 3: 5 practical secrets for volunteering  (good)

Headline 4: 3 ways you can advance your career through volunteering  (catchy)

Select the most attention-grabbing headline.

The one that make you feel like: “I want to learn more about that”.

Use “lenses” to write headlines

The concept of lenses helps you to write headlines that appeal to a specific audience.

There are three types of “lenses” you can instantly apply to your headlines:

“Competitive” lens: “Dominate the search results, and leave Page 2 of Google for your competitors”.
“Benefit Driven” lens: “80% faster than any other internet provider”.
“Inspirational” lens: “What if you could learn the exact system to rank a website that generates traffic, sales & Customers 24/7?”

Avoid the me me me

This is the most important thing you’ll learn today…
“Nobody cares about you, people care about what you can do for them.”

How will you improve their business?

How will you educate them on a specific topic they’re interested in?

How will your skills/services/products will make their life better?

Be believable

Nobody like empty promises.
Instead of writing:
Volunteer Space offers the best solution.
Write:
Over 500 charities, councils and sports clubs effectively save money and time using our volunteering solution.

Be ultra-specific

If I asked you right now, “What makes your company different?”, what would you say?

Most of us would say something along these lines:

“We provide a premium service”

“We’re a great team of professional people”

(Yawn)

Don’t say:
 How to improve your bottom line and claim back lost hours.
Say:
Save 42% of lost hours and increase volunteering by 61%”.

(To do this you need measurable metrics so to start off with you need to settle with the ‘believable’ messaging)

Use power words

If you want to your audience to feel something, start with defining which emotions you want them to feel. Then use power words that are tied to these emotions.

Which one sounds more appealing to you:

“A program to increase your volunteer force”.

“A step-by-step, take-you-by-the-hand 4-week free demo that helps you double your volunteers in 60 days”.

Here, the power words are  “step-by-step” and “take-you-by-the-hand”. They are used to make the reader feel secured and confident. You’re not just going to give them something and leave.

Use real-life examples

(and not only statistics)

Emotions are the key to sales. Make sure you focus on the example and not the statistic as they can be impersonal and boring. We are rational people that make irrational decisions based on emotions and how something makes us feel rather than what it does (I make a more compelling argument and rational around branding in another mentoring session) Access Branding Essence HereAccess Branding Essence Here.

If you manage to tie an emotion to a statistic then you’re on to a real winner!

Make it Personal

There’s nothing worse than seeing a presentation from a company that rambles on and on about how amazing they are.

However, when you read something that’s written to you, personally, you’ll devour every word because it’s easier to see what benefits it will bring you.

Focus on your audience

(not on you)

Don’t say:
 
We are Volunteer Space and we’ll get you volunteers.
Say:
 
We help large councils to small charities to like yours achieve a more engaging volunteering experience.

 

Make it focussed with relevant statistics / quotes

Integrate statistics/quotes in your opener if available

“42 percent of people surveyed said community involvement was the driving force inspiring them to volunteer“. (source VN Philanthropy Survey)

To find reliable statistics or quotes, head over to Google and try these search strings:

site:edu + “your keyword” + “data”

inurl:research + “your keyword” + “statistics”

‘your keyword” + “expert quotes”


As usual, I hope this is of help to you and helps focus your start-up direction to achieve what’s best for you company.

Let me know how you get on!

So You Think a Logo is the First Thing you Need For a kickass Startup Technology Company?

What about your company name?

The name that will define you and your product.

We live in an age now where every word under the sun has been purchased or squatted on with a .com after it. This leads to issues you want to address BEFORE designing a logo and literature.

Why?

Well what happens after you’ve spent thousands and realise that someone owns the domain name relating to you. This is not only a brand issue as people will lose site of what you do by assuming they’re visiting your website when they’re not (large breath) but also that site may come after you saying you’re in breach of their © copyright.

So let’s start right at the beginning.

Many startup companies have absorbed everything around us and consider the norm to be best. The problem is that we’ve observed wild and wacky which have now become well, normal. From the outside looking in IKEA is a weird name. It’s a four letter word with three syllables, it means nothing. The Founder’s initials followed by the town he grew up in. Nonsense.

Entrepreneurs and start-up companies feel it better to play it safe with a normal name when there’s no such thing anymore. What they should really be looking for is a unique name, just like IKEA. Successful startup companies will need to take a risk with their name but make it memorable and unique inspiring confidence and of course be unforgettable.

So let’s be normal but memorable

Firstly you need a stand-out name

Criteria for creating a stand-out name is

  1. Distinctiveness
  2. Appropriateness
  3. Easy Spelling / Pronunciation
  4. Likability
  5. Protectability

Not so easy is it?

Well there are different naming types which each have there own pros and cons…

Real Words

Names that are simply repurposed words

Pros: These names are short and come ready-made with associations clearly defined. These will hopefully relate directly to your product identifying what you do quickly.

Cons: You should expect to pay handsomely to secure the URL as no doubt some owns it. As the word may already be so well used in the public domain it may become tricky to trademark.

 

Compounds

Compounds are formed from two words simply put together in whole

Pros: There’s nearly a limitless number of combinations which can make it easy to create a unique name.

Cons: They are longer than most other kinds of names unless you’re careful.

          

Blends

Usually made up from two words, one of which is a recognisable portion rather than a whole word.

Pros: Blends can be short and elegant and have the advantage of a compound.

Cons: When they fail they can be awkward and have obscure meanings confusing the onlooker.

  

Wikipedia = Wiki + encyclopedia
Skype = Sky + Peer to Peer
Microsoft = Microcomputer + Software

Made Up names

These are short words that are made-up or whose origins are so obscure that they may as well be fabricated.

Pros: Made-up names can be short and very distinctive.

Cons: They don’t provide any ready-made meanings to describe the product or company.

  

So with all that in mind, you can see it’s a minefield of naming conventions and opportunities but don’t forget with your company the vital keys:

  1. Distinctiveness
  2. Appropriateness
  3. Easy Spelling / Pronunciation
  4. Likability
  5. Protectability

How to Create Simple, Effective Tech Start-up Brand Guidelines (and Why You Need One)

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This gallery contains 12 photos.

So what is a brand guideline document? Well simply put, it is a clear set of instructions that any designer or marketer can follow when producing marketing literature or designs for you. A manual for the efficient reproduction of your … Continue reading