“Naming
and
Branding” 


The
Founder
Ins5tute 
 Bogota,
May
10,
2011 


About
Catalina 


• Lawyer at Skadden, Arps in New York • Stanford Business School • Raised $5.1M from Silicon Valley Venture Capitalists….off of a powerpoint • Can teach you everything you shouldn’t do

“Branding” 


Let’s
play
a
game 


What
is
a
brand? 

Name + Logo + Tagline

A
brand… 

“identifies the goods and services of a seller to differentiate them from those of another.”—AMA
• Is your corporate image—your Aura • Makes you credible/ signals reliability • Creates user loyalty • Motivates the buyer • Connects the consumer emotionally

Branding
is
everything! 


Is it? That
depends… 


The
process
of
branding 


Visionary
Posi5oning 


Lots
of
trial
and
error… 


4
Months
Later…. 


If
you
are
early
stage… 

•  Right
now,
branding
doesn’t
maQer…

–  It
costs
too
much
 –  It
takes
up
too
much
5me
 –  It
doesn’t
maQer
to
VC’s
 –  It
will
probably
change
anyway


Examples 


$75M

$12M

Your
Only
Focus
Now 

What
maQers
now
is…

–  GeXng
your
product
out
quick
 –  Making
it
func5onal
 –  GeXng
users
 –  Making
money
 –  Coming
up
with
a
name….that
isn’t
terrible



“Naming” 


Naming 

How do you come up with a great domain name?

Luck!
(thesaurus.com)

 or
Money
$$ 


When
choosing
a
name… 

Do’s:

‐make
it
easy
to
remember
 ‐keep
it
short
 ‐make
it
easy
to
spell
 ‐Avoid
symbols/numbers


Common
Ques-ons:

Does
it
have
to
be
a
.com?
 Can
you
use
a
misspelled
name?
 Does
it
have
to
be
descrip5ve?


Be
careful:
Don’t
do
this! 

•  Pen
Island‐‐‐Penisland.com
 •  The
Therapist
Finder‐‐‐Therapisainder.com
 •  Swissbit‐‐‐Swissbit.ch
 •  Kids
Exchange‐‐‐Kidsexchange.com
 •  Auc5ons
Hit‐‐‐Auc5onshit.com
 •  Mammoth
Construc5on‐‐‐Mammotherec5on.com
 •  First
Cumming
Methodist
Church—cummingfirst.com


How
to
buy
a
domain
name 


Protec5ng
Your
Name 

•  Trademark
™:
word,
phrase,
symbol
or
design
that
 iden5fies
the
source
of
the
goods
of
one
party
from
 those
of
another.
 •  Service
Mark
(sm):
word,
phrase,
symbol
or
design
 that
iden5fies
the
source
of
a
service
of
one
party
 from
those
of
another.


How
to
Register 

•  Go
to:
hQp://www.uspto.gov
 •  Do
your
research:
is
your
name
“confusingly
similar”
to
 someone
selling
similar
goods/
services?
 •  Conduct
a
trademark
search
 •  File
for
a
trademark
online
using
the
Trademark
Electronic
 Applica5on
System
hQp://www.uspto.gov/trademarks/teas
 •  Pay
$325
USD
 •  Show
“intent
to
use”
 •  Don’t
forget
to
renew
ajer
5
years
(thereajer
every
10
years)


What
if
you
“infringe”? 

•  You
can
be
sued
 •  Even
if
you
never
did
a
trademark
search
and
didn’t
 know
you
were
infringing
 •  The
court
doesn’t
care:
presumes
you
knew
 •  You
can
be
held
liable
for:

–  Damages
 –  Payment
of
registered
owner’s
aQorney
fees
 –  Forced
to
stop
using
the
mark


Sign up to vote on this title
UsefulNot useful