The Lemino Process : How to let people know?
The Lemino process is based on analysis and on features included in the academic foundations of a Marketing Plan. Here is a brief description of the process:
1. Project Definition
* Meet with client; learn about wants and needs.
2. Data Collection
* Collect all information from the company: this includes all business plans, market research, comparison charts, articles and research papers relating to the technology, industry, competitors or the company itself, etc. Following, the Lemino guiding questionnaire is adjusted to the specific project’s needs and industry and is forwarded to the client to fill.
3. Project Adjustments
* With all the information in hand, and the guiding questionnaire filled, we set up a meeting, to discuss and define the company’s needs and possibilities. This meeting should define the project’s framework and to asses a new time frame, if such is needed.
4. Strategic Planning
* The strategic plan document can be anything from a one to 10 page document, depending on the complexity of the company, the product, the industry etc. The strategic plan relates to all business aspects from the communications aspect. It answers questions regarding the brand architecture and the characteristic of the company and its brand, and how they relate to the various audiences of the company.
5. Naming – For companies requiring naming or renaming
* With the strategic document in hand, the vision and the message of the company are clearly defined and the target audiences are agreed on, we can begin the naming process.
* The naming process:
* List key words (including meanings, words, industry terms and slang, connotations to avoid)
* List flavors – likes and dislike of the people on deciding committee
* Search for dot-com available names (unless otherwise wanted)
* Apply filtering: Marketing filter, Semantics Filter, Phonetics Filter, Sound Symbolism Filter, Google filter (all multi-national, according to your defined target markets and dot-com availability)
* Present first set of names (each set contains 3-4 names). Names are discussed methodically tested. Result of this phase can be choosing a winning name, or choosing optional name/s, or asking for totally new options.
* Second set: depending on the result of the first set, a second set is produced. This may contain additional names developed on the basis of one or more names from the first set, but will always introduce a new direction altogether. Presentation and discussion of this set may produce a winning name, or choosing optional name/s, or asking for totally new options.
* Third set repeats procedure of the second one. It is advised to make a choice of 1-2 runner ups at this stage.
* Runner-ups testing: test names methodically (focus groups, random groups, chosen interviewees).
6. Name assimilation
* Help in embedding the new name into existing company communications system – from product to investors… This may or may not include these additional services:
* A communications map or plan: A basic document detailing policy and tasks
* Initial and periodical review on materials produced, including product when relevant.
* Launch event, when relevant. Internal events are also applicable.
* The brand communications scheme: This will be a set of guidelines that will enable us to decide on a consistent language, localization, humor or seriousness, and structure of text, colors and form. This will enable us to produce consistent communications throughout the company, the products, the documentation, packaging, print materials and press releases.
* Verbal branding – starting with the company’s vocabulary (do’s and don’t’s), verbal branding relates to all existing materials plus the development of future materials
* Visual Branding – from logo to all branding images
8. Communications map
* Creating a communications map allows the company to control the release of information. This stage is especially important for startup companies, reluctant to expose too much at early stages, yet eager to reach maximum exposure when launching into their markets. In addition to laying down the map, an ongoing consulting, supervision and hands-on communications solutions is of great value for managing relationship within the company, for example, between management and board of directors, with employees and all other audiences and potential audiences.