Its All In A Name blog Passion Squared

It’s All In A Name

February 6, 2017Nina KovnerGROW

Fall in love with the process.

You have a dream. And you want to make it real. You can feel it, taste it and see it. You may feel excited and overwhelmed. There’s so much to do to make it real. For the purpose of this blog, I will focus on one thing; a name.

Like everything is business, naming is part science, part art. And one size does not fit all. It never does. So where do you begin? I will share a process I have been using for decades that has served me, and the businesses I have served, very well.

1. Determine your bigger idea, vision, objective.

2. Think about the brand/product/service purpose, promise and people (target audience).

3. Write down a shit ton of ideas, thoughts, words with #1 + #2 in mind.

4. Use your thesaurus, its your friend.

5. Keep narrowing down the list til a few names feel right and fits the vibe you want to emit.

6. Go to Google and search the names. Are they already being used?

7. Go to Facebook, Instagram, etc and search the names, using hashtags as well. Are they already being used?

8. If the answer to #6 + #7 are no, then go to the USPTO website and do a deep search. Are they already being used?

9. If you cannot find the name you love on the USPTO website, its time to file for trademark. I recommend using Legal Zoom.

Why does this matter?
Well, if you want to create a brand of long term value, you will want to own your marks. Passion Squared owns Passion Squared and Social Beauty Intelligence in Category IC035 which is business consulting and information services. Depending on your business ad long term vision for your brand, you would file in all the classes you want to use the mark. Legal Zoom helps with all of this.

Why does this matter?
Because you put a ton of blood, sweat, tears, time and money into crafting your brand, and the last thing you want is for someone to come and object because they own the mark in the same category you are using it in.

Why does this matter?
It’s 2017, and that means Generation C, the connected customer, searches and finds us online. Simplicity and consistency of naming not only helps our audience with recognition and recall, it helps them find us. And when they find us, they may actually do business with us.

This process takes very little time and saves so much angst as well as has the potential of adding a ton of value to your brand, long term.

If your brand includes your actual name, you may not need to trademark it, unless you are a celeb and need to protect your use of the name in commerce, but either way, you for sure will want to secure social + digital page names, such as website URL, Instagram name, etc.

And one last thing… TM/SM(service mark) means you have filed and you have a trademark pending, R means your trademark is actually registered with the USPTO.

To learn more about trademarks, Legal Zoom is an awesome resource.

Awesome businesses execute the fundamentals consistently. This is one of those fundamentals that brand owners and marketers do not skip.

Take your time. Slow, steady and strategic.

Love + Awesomeness-
Nina xo

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Two Ingredients of An Awesome Client Experience

November 21, 2016Nina KovnerENGAGE, GROW

Focus on the shit that matters.

When was the last time going to the vet was an awesome experience? For me, it’s been way too long. And while this story is about a vet visit, my experience applies beautifully to small businesses of many kinds, salons included.

When it comes to client experience in the social + digital age, there are several opportunities which allow us to engage our clients and make them feel special and cared for. And in doing this, we can also capture their experience and turn that into stories to share online and off.

Going to the vets office (and the salon) sometimes comes with a bit of anxiety. Knowing that, it’s clear that Mohawk Alley Animal Hospital made it a priority to make their experience less stressful and more joyful.

The Photo Booth
The first thing I noticed when entering Mohawk Alley Animal Hospital on Courage Jude’s first visit was a photo booth. What? A photo booth at the vets office? Yep. A photo booth at a vets office.

For all the pet parents out there we know that capturing photos with our babies is a big part of our daily existence. Mohawk knows this too. We were immediately put at ease, because #selfiesession

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Simple Booth Photo App + iPad at Mohawk Alley Animal Hospital in Echo Park, California

The name says it all. Simple Booth. And based on their website, it truly is that simple to create a space where clients can capture their experiences to share with their friends and create content for you to share on your social platforms. They have three different packages to choose from for different sized business and needs. Then just add an iPad and you are in business. Just as we share creating a space to capture your work, this takes up very little space and it so worth it. #yourcontentisyourmarketing

Business Is Personal
The next thing that captured my eye, and heart, was also incredibly simple. A personalized welcome. That’s it. And you know it only took a few seconds to make such a huge impact. So much so that I have dedicated an entire blog to it. Good Morning Courage.

  good-morning-courage-mohawk-alley
Both of these “little things” are two ways to make your client experience even more awesome. These two “little things” along with a system to execute on them consistently, can turn an average visit to your business into an awesome visit.

Two simple ways to make your clients experience even more awesome, memorable and special. Two ways to encourage word of mouth. Two ways to deepen the relationship between you and your clients. Two ways to create more awesome. What are you waiting for?

Love + Awesomeness-
Nina xo

PS: A big shout out of love and gratitude to the awesome humans at Mohawk Alley Animal Hospital for making Courage Jude’s first visit one that brought smiles to our hearts and faces. And to Courage’s new vet Dr. Lena Braham, we love you!

dr-lena-braham                                                 Dr. Lena Braham and Courage Jude Louis Kovner

 

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Gary Vee Cares

October 16, 2016Nina KovnerENGAGE, GROW

“The best marketing strategy ever? Care.” Gary Vaynerchuk

NOTE: This post was originally published February 28, 2013 as is still relevant AF.

Gary Vee is a business bad ass, author of Crush It and The Thank You Economy and now his newest piece of awesome Jab Jab Jab Right Hook: How To Tell Your Story In A Noisy Social World.

He started selling lemonade and baseball cards at the age of 8 to running his family liquor business to creating WineLibraryTV and now Vaynermedia, which works with personal and consumer brands to build unique and efficient online brand strategies. Gary is also one of the most passionate thought leaders in the new economy, or what I love to call, thanks to Gary, the “thank you” economy.

On February 28,2013 I had the honor of interviewing Gary as part of his #1aDayQandA. This was WAY before the awesome #AskGaryVee Show. An insane commitment he made to his fans to engage and bring value to his community. Why did he do it? He cares.

We talked why social, why caring matters more than ever for both big and small business, why storytelling is a gotta do, online and off, about passion, the power of Twitter, context, content and much more.

So grab your Starbucks and press play. You are in for quite a treat from one of the best, most passionate and caring biz leaders I know today. (and yes, I was freaking out which you will hear!)

Here are some of the highlights from my time with Gary…

  • Passion is the gas the drives the engine. True story.
  • All businesses began as a small business. Google at one point was just two dudes. Money is no excuse not to engage.
  • Business is about supply and demand. Caring is in short supply. But always in demand.
  • Business is all about storytelling and sharing those stories where our clients live. And that includes online.
  • We are all in the content business, well, only if we want to be a relevant, growing business.
  • Conversations about beauty are happening all day, every day on the web, especially Twitter, the clients are there, it’s your choice to join the conversation, or not.
  • How do you find time to engage on the social web? You make a decision. The End.

A big shout out of LOVE and GRATITUDE to Gary for being so generous with his time. And for being awesomeness squared.

What did you think of my interview with Gary? Share your thoughts in the comments below or directly with me. I’m listening.

(shared with LOVE from Nina)