SVFI April 16, 2013 Naming & Branding Tim Hyer Slides

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Naming and Branding

 Tim Hyer | CEO at Getable

Founder Institute

April 16, 2013

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I’m a brand guy.

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Meet Rentcycle evolution of an idea

2009 2010 2012

inventing new behavior not enough frequency

CAC > LTV

2011

C2C B2C B2B

taking existing of fline

behavior, and moving it

online

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Brand versus Branding

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Lesson 1: Know thyself…

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Lesson 2: …then make sure everyone else knows.

customers

employees

investors

you

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Lesson 3: Become a storyteller.

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Everyone loves a good story.

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Everyone loves a good story.

Customers Investors

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Lesson 4: State your mission.

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State your mission.

MissionBuild the best product, cause no unnecessary harm, use

business to inspire and implement solutions to theenvironmental crisis.

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State your mission.

Mission To elevate the way society consumes by spearheading the shiftfrom ownership to usership and inspire a community builtaround sharing.

Vision To build the world's largest rental marketplace.

Goals To bring the rental industry online. To make renting better than buying. To be the place to rent anything.

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Lesson 5: Value your core.

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Value your core.

 Ten things we know to be true

Focus on the user and all else will follow.

Fast is better than slow.

It’s best to do one thing really, really well.

Democracy on the web works.

 You don’t need to be at your desk to need an answer.

 You can make money without doing evil.

 There’s always more information out there.

 The need for information crosses all borders.

 You can be serious without a suit.

Great just isn’t good enough.

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Value your core.

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Lesson 6: Sum it all up.

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Sum it all up.

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Lesson 7: Bake it into your culture.

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What’s in a name?

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What’s in a name?

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What’s in a name?

• Play on “recycle”

• Very green oriented

• All about rental

• “Rent + Bicycles”

• Takes rent completely out

• Flexible word adapts to biz

• Implies access / ease

• Open to new directions

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What’s in a name?

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What about the other stuff?

Logo

Homepage design

Product screenshots

Slide template

Business card

Videos

Blog

Collateral

Social media presencePR

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Perception is everything.

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Perception is everything.

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Perception is everything.

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Perception is everything.

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…up to a certain point.

 A brand is ultimately judged by how well you

deliver against your promise.

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At some point, it’s out of your control.

“Your brand is what people say about your company when you’re

not in the room.”

- J eff Bezos, Amazon

you  

your employees  

your investors  

your customers  

people you don’t even know

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 Thank You!

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Protect your brand.