Certainty with branding

Determine the direction of the business – it is clear. And then what? What to do next? Just sit down and write code? "This is stupid," I said to myself. Why the stupid did not say. Before writing code, it is necessary to do a lot of "smart" and "right" things. To write code can do that. As an entrepreneur, you're a programmer. Think like a businessman, not a coder. Business is to you not huhry muhry. Don't think about technologies, think about the product. The main thing is people, not technology. And so on. Many thought a nice mottos and aphorisms, which buzzed the ears in the era of my employment. And all these beautiful words I took for his "understanding of business". It turned out, to practice them not really having any luck. And then I decided to start at least call your company. Somewhere in the subconscious with the name associated with the term "brand", a study which I did.

Brand is the most important

Opening Wikipedia and found that the word "brand" is translated from English as "brand" originated from the old Norse verb brandr – "to burn", I was so happy to not understand anything that he decided that branding I should consider first and foremost in every detail. Finding articles and even books (who would have thought – even the tomes of 600 pages write) about branding, I learned that branding is one of the most important activities of the organization. In activities related to branding, got almost all activities, from marketing and PR, and ending with the management products. Moreover, it turns out, it is very important to maintain consistency of the brand throughout his life, otherwise AI-Yai-Yai, users will be confused and worthless to your brand.

In the Wake of his blinding I firmly believe in the primacy of branding over all other operations in the business (including coding), and poorly organized branding is considered the main reason for the failure of start-UPS and failures of start-UPS extremely common. It was only later that I read in other articles and books, which is also the most important activities in business are marketing, design, PR, business process and risk management, if you do not consider team building, support and finding the right partners. Fortunately, I have not read articles on catering or welding, or to many of the most important business activity was added on would they. In the end, from all these stories I learned are very useful for their future education

the Statement about the vital importance of some activities has any sense only in case if doesn't come from someone who earns it for life.

Well, or every Sandpiper praises its swamp, if we turn to folk wisdom.

Uncertainty is the norm for enterprise

Almost all tutorials by becoming an entrepreneur unanimously assert that the entrepreneur should coping with uncertainty, otherwise it is better to do something else. So I started to get used to the uncertainty, doing God knows what, not realizing how it will directly affect the results that I get in the near future. For me, the coder, have the opportunity to feel the immediate results of their labors, the work was unusual, but I consoled myself with the fact that "but I'm an entrepreneur, and they must not be clear". Fortunately, I have read Business from scratch Eric Rice, who returned my warped brain back in the right direction.

uncertainty

the Uncertainty is external and internal. External uncertainty is a property of the environment in which it operates, for example, the weather, the whim of the user, exchange and delivery of Mail in Russia. It is the objective uncertainty with which there is nothing to do but try to minimise its impact on their activities. Internal uncertainty is your misunderstanding, and why you are doing something. It's your attitude towards its activities, which depends on you and only you.
So, when talking about business uncertainty refers to uncertainty that is external, not internal. To get used to the internal uncertainty is akin to becoming a brainwashed sectarian – dance naked in front of the fire to the rain God sent down an end to the drought. Well, of course not! Because of Rice, I realized that:

the task of the entrepreneur is the infinite transformation of external uncertainty into inner certainty.

If you do not know why you do something, don't do this, and see if we should do it, and if necessary, why. All ingenious is simple!

First create, then renderui

Getting back the right to trust your intelligence and intuition, I realized that branding I nafig not surrendered at this stage. Quite the contrary – while you're doing experiments on early users of investment (financial and time) to the brand are really at risk, because if your hypotheses are incorrect (because of the external uncertainty more than likely), then your brand will create the users a sense of another dismal product. First, seek the approval of the user, make sure that you have created is truly something useful, and only then attach the brand brand your discovery now and forever. From obscurity (being unknown) has its advantages!

How do you ship call, so it will float

it Turned out, at this stage I just need a name. Why? Yes, at least to domain register. And to track the performance of virality services, which in my case, one of the criteria of satisfaction of users. So, understanding why I need a name, naturally raised the requirements that it must meet. By the way, the criteria I brought up yourself, was suspiciously close to recommended by experts.

Uniqueness

To track the distribution name on the Internet I need a mechanism to easily find all references to me, and aunicornist name will litter the search results. If Google returns less than 5 thousand pages when searching with this keyword, the name can be considered unique.

Unoccupied domain

Though some experts utverjdayutthat unemployment domain with your name – not a problem, because you can safely buy it, when your company shoot (and if it doesn't work, then you and the domain is not needed), but I personally feel more comfortable to go to the native domain, and not some instagr.am (original domain Instagram-and, by the way, Armenian domain).

Shortness

the Short names are pronounced and easier to remember. Yes, and sound better. Moreover, in most languages (but not English!), the shorter the word, the it is more primary and more important – it is not surprising that in most languages the most important pronoun "I" rarely exceed two letters and one syllable.

clear pronunciation

If the site is aimed at monolingual audiences (i.e. why he does not want to be global), it will say the same, but in the context of globalization may deform, which deteriorates the findability in search engines. How to Russify Microsoft or Microsoft? Or maybe Microsoft? I have a website at all language – when in the future I will be teaching other languages, it is necessary to take into account the difference in the pronunciation of sounds in different languages.

Energy

Recently read a book about the Third Reich where was the argument that if Hitler's father changed his name from Schicklgruber to Hitler, you see, and there would be no Nazism is somehow difficult to introduce myself in excitement, shouting "Heil Schicklgruber!" So I want a name that can be used as a battle cry. Here, incidentally, is indirectly involved shortness.

Beauty

Well, the subjective factor – where do without him. I should like, and I have the names of particular sensitivity.

Rankings

I was imagining some of the names that somehow could approach a language service, and the choice is made already described a decision matrix:
the the the the the the the the the

Name	Unique?	Domain	Short?	Definitely spoken?	Energy?
Govoriteka	Yes	Free	No	No, the English broken language	No
Madrelingua	No, in Italian it means "native language"	.Free EN	No	Yes	No
Nomix	No, 1.8 M records from Google	Busy	Yes	Yes	Yes
Parlate	No, in Italian means "speak"	.Free EN	Yes	Yes	Yes
Parlix	Yes	.Free EN	Yes	Yes	Yes
WordsLive	No	Free	No	No, W – ambiguous letter	No
Wortgut	No, is German for "vocabulary"	.Free EN	Yes	No, W – ambiguous letter	Yes
Yomix	No, 43K entries from Google	.Free EN	Yes	Yes, although Y – is a bit dodgy	Yes

Now, the best of given names obtained Parlix. The name is not only the most appropriate requirements, but the most popular with me because it's multifaceted. First, the verb parl- in the romance languages refers to talk (Parlez-vous français?), in particular, the Italian "parli" is translated as "speak", and x can be considered as x of mathematics, the Roman ten (an allusion to the 10 languages that I know of) well or traditional use I mean eXtended. Yay! Register your domain and reserve accounts in social networks.

Naming-as-a-Service

online submission sas4us, which advises startups on its website getStart, was discovered service VotImenno for inventing the name for the company. Personally I like their approach do not like, though, because he is not able to come up with the name of the type Parlix, but only the names of the composite type Proplata24 that throws you in a huge amount and you ought to delve into them – as if the whole point of inventing the name of a quality selection, not generation. Anyway, I have described the procedure well automatiseret, so if you want to do and start naming, offering pre-the client is one of the 10 templates naming.

Opinion

the Only thing to aspire to in the work, be it a business or work for hire is the certainty in the answer to the question "why am I doing this?". Work done without an answer to this question runs the risk to be meaningless. A successful company is one that does only what you need, and spends most of their energy trying to figure out what to do and what not. Of just branding me at this stage just needed a name, because branding plays a major role during bulk user engagement, which makes sense only when you've proven yourself on real users that are doing what they like.

And Yes, Business from scratch is a great book. Many thanks Eric Rice!

Article based on information from habrahabr.ru