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Your biggest risk is that no one will remember what your startup does. It will be forgotten in an endless sea of "revolutionary," "social" something-something-somethings. “The key to getting people to remember what you do is to get them to care about you,” says Joe Bezdek, Co-Founder of FatPencil and DivX, which went public in 2006.
In this talk from the Chicago Founder Institute, Joe explains that the way to get people to care about you is to create a brand. The most successful and most admired companies consciously and purposefully create brands, but most startups pay little, if any, attention to this critical asset. This is especially unfortunate for startups because building a brand gives startups a way to play above their weight class, competing effectively with larger companies at relatively little cost. Joe explains what a brand is, gives some tips on how to build an effective one, and offers suggestions on how to pick a good name that matches your brand.
If you like the video below, follow hIm on twitter @joebez.
CFI November 1 Naming and Branding - Bezdek