I don't care what people say but being optimistic at all times is the worst thing you can be. If you are optimistic at all times then you are in a state of fully daydreaming. In your mind the underdog always wins; web site traffic pours like thunderstorm; money grows on trees; and stock market always goes up and so on...

At the same time being Pessimistic at all times is equally worse. In your mind you have the worst luck; you can never win; there are too many other people better than you; everything you try to do the opposite happens. People who are pessimistic at all times tend to not do anything at all because they say to themselves "if i'm going to fail then why bother trying!" and my answer is always "but if you don't try, you never know!".

Here is where the balance comes in, both optimists and pessimists are only right about half of the things and in the real business world they fully compliment one another. since examples are the best way to convey a message here are a few of them:
 

1)

OPTIMIST would say:
"We have a web 2.0 idea and when we make it and launch it, within 1 year we'll be like google"

PESSIMIST Would say
"We can never beat or match google so why bother"

BALANCE of the two results:
"It's hard to beat google, but we still have a chance to make good grounds, and what if we never get the traffic we need to make decent money so what do we have to do? lets plan this to the smallest detail"
 

2)

OPTIMIST would say:
"We have an idea and millions of people would want it"

PESSIMIST Would say
"it's a stupid idea because nobody would want it"

BALANCE of the two results:
"What would make a million people want it? and what do we need to consider if nobody wants it? Either way lets put our target getting a 1,000 customers first then we can worry about the next 10,000 and the next 100,000 and eventual million target"

What is the BALANCE?

Balance allows you to see things in perspective, like seeing both sides of the coin, it helps you plan for the best and the worst. Knowing about the worst things allows you to be prepared in case they happen, also knowing there even worse things that could happen also gives you enough motivation to be optimistic about even the little gains. Balance allows you appreciate you gains, your efforts and your life. It's helps you avoid pitfalls and makes every mistake a step closer the ultimate success.
 

So go ahead and be pessimistic and optimistic at the same time. It's only good for you!

We use names to identify with People, object and subjects. Brands names are basically the names that have become popular. To come up with is rather simple, if you want to name a baby all you have to do is to go to a baby names website and pick the one you like best, but making brand names are not only tough in practice but even tougher from a scientific point of view. Brand names are in fact scientifically made, coincidentally or not.

The Logical Definition of Brand Names:

Brand Name = Name + Brand Positioning + Strategy + Marketing

Naming:

No matter what your business is everybody needs to identify you some how. But just having a name is not enough, your name should be easy to read and understand; it also has to be memorable and friendly.

Unique names tend to be special since they are new words people have never heard before and any sort of definition you give to it has the tendency to stick. The biggest problem however is unique names tend to be easy to forget unless you have the resources and money to keep repeating it until it becomes a part of natural language. It's hard to come up with unique names, you can mash up a few alphabets together but names also have to make sense. Web 2.0 sites have exhausted the idea that a misspelled word is still a unique name, in my opinion if there is a spelling error in a name it just shows the dumbness of its creators. Flickr was a clever name because it was among the first but every other similar name that came after was really dumb and since the idea was no longer unique and clever it lost its appeal.

How to find a good name?

To find a good name first make a list of keywords. By keywords i mean words that mean want your name is trying to represent. Categorize each keyword into definition groups, so if you have a whole bunch of keywords but 5-6 of them basically mean "inventive" then create a group called "inventive" and put all the keywords associated with that meaning under that group. Next find as many COOL words that are also synonymous with "Inventive" by looking into thesaurus part of dictionary, also don't forget to look into other languages to find cool translations.

When you have lots of words that seem to be cool enough start the word play. Playing with words involves mixing up words that are in the same category or in the contrasting category, manipulating words, cutting words into pieces and matching them with other pieces from other words. The list goes on. The goal is to come up with at least 50 new words.

To make sure your new names are easy to read try to read them out loud your self and ask others to read it out loud as well. If you find that you have to correct others in pronunciation then there is something wrong with that name. Forget fixing up words at this point. you have lots of names to go through. The words that pass the "read" test move on to "understandable" test.

To see if your new name is understandable, ask people to see if they can guess what the each word suppose to mean. Better yet, ask them what is the first thing that comes into their mind. Narrow the list down to those words that convey the some what original meaning.

You list should be very short by now, i'm guessing we are down to about 5 to 10 from 50. You next goal should be to narrow it down to 3. Sometimes it's a matter of taste or a hunch, no matter how you decide to narrow down the list the important thing is that you as the new owner of the name can totally relate to them name.

When you have you top 3, it's time to do some more research. If your name is going to be a global player then it has to have safe meanings in all of the popular markets. I have my own way which is a proprietary way used in the industry and i can't disclose it yet, i can't bite the hand that is feeding me. But i will give you an example, There is a clothing company in Canada and it's called ROOTS, when the Olympics was held in Australia, ROOTS was the clothing sponsor for the Canadian Team, Little did they know in Australia ROOTS means having sex. The ROOTS name was ridiculed all over the world, it was a disaster for the brand name because it was opening locations in Europe and Australia and after what was thought to be a great investment ended up forcing the company to abandon its plans and invest in only North America.

Back to conclusion, After you've done your research on all your top 3 names then now is the time to pick one. But before you pick that 1 special name consider the following:

• make sure .com domain of that name is available
• finalize any changes to the alphabetical structure of the name
• search the trade marks database to make sure the name is available
• search google to see if anybody else is using the name and what are they using it for
• make sure the name has a clean, safe and trusting meaning

Now you have a name, good luck!

Brand Name = Name + Brand Positioning + Strategy + Marketing
 

It doesn't matter if you own a simple blog or a complex web app, to survive you need to be mentioned on other news blogs and editorial news sources as often as possible. While you might look at being mentioned on news sources as publicity, in reality what you getting is far more important; you're gaining respect and acknowledgment. So next time you're thinking about how you can be mentioned on popular sites like TechCrunch, Mashable, GigOm, CNET, Wired, or any other on constant basis think about how you can build up on your reputation first and everything else would fall into their place much easier.

important: A full featured website that has done all the needed development up front and doesn't need to do much else is unfortunately newsworthy only once. If you don't need to innovate or improve on your perfection then there isn't much else news sites can talk about other than what they have said at the beginning. Take the examples of Truemors, Pownce, and Answers.com for example, they have not done any major updates or upgrades since the last time of their world wide web coverage. They haven't even redesigned their site and as a result you don't see them being mentioned on news blogs. Why is that? well, they don't have anything news worthy.

The trick of publicity savvy and business minded innovators is to draw a very complete and solid plan but release in phases. revealing all your cards at once doesn't do you any good but having something new to show for every few weeks keeps blogs on their tails as to what you have in store for them. Though most of the things you want to do are pre-planned but a multi phase release shows that you are constantly innovating under the hood, it also shows that you are pretty serious when it comes to taking care of business not to mention that you are trustworthy when it comes to taking care of people and that makes you newsworthy on a constant basis. Take the examples of FaceBook, Apple and Google, none of the news sites can't get enough of them, not because their are brand names but because they have something new that news sites can talk about. How do you think great brands are built anyways???

I've been talking a lot about "everything is a process" and how you should incorporate this mentality into your every project, if you want to become successful! This article is to prepare you for the challenges a project might have, sort of like "what you should know before jumping into building you business"

Goals are a great thing have, they give you a target to achieve and motivation to achieve them but most often we disregard the challenges that we might have to face in favor of the sweetness of the outcome. The truth of the matter is if your goal is to make a $1,000,000 (1 million dollars) you won't wake up one day and have that in your bank account, the fact is you have to first make a $100, then $1,000 and over come more challenges, innovate more solutions to get to $10,000 then $100,000 and if everything works out then you achieve your first goal. It takes time and a lot of work, consistency and efficency are the absolute requirements.

But before you set a Million Dollar goal for your self, there are a few things you should know:

1- How well do you know your self?

• if you want to get into business you should NOT wake up later than 7am. I'm practicing to move my current wake up time from 6:30am to 5am. The Earlier you wake, the longer day time you would have to work. Contribute the early hours to answering emails, reading the news, making comments, discovering new sites and working on your blog if you have one.
   
• We all need to have routines, we need to be disciplined that way. Try to make plans for your entire day, hour by hour and stick to it. If everyday you tend to do different things that do not relate to each other then you are very confused. Organize you time and manage it within your abilities. After a while your routine will become natural to you and as a result your productivity will increase.
   
• Measure how long it takes to do the basic humans needs, like how long it takes you to eat lunch, commute to work, shower, shopping, and etc. When you are aware of the minutes you spend  doing everything you have to do everyday then you you can find better more efficient ways to increase your working times. Don't over kill your self, what i mean is taking a shower should take about 10 to 15 minutes at max but if you're spending an hour in shower then here is an opportunity to save 45 minutes and put it towards working on your blog, making phone calls, making new connections and finding more ways of making your business better.

2- Do you REALLY know what you're doing?

• if you're going to start a blog, are you familiar with the blogging world. Regardless what the topic of your blog is about there are several key blogs working in that category already, familiarize your self with them and everything they do, the last thing you want to do is to have a blog that has the exact same topic and discussion, what you want to do is to find out where these key blogs are lacking and start your blog knowing that you're filling a gap and contributing to the well being of the category. Having a complimentary blog grows much faster than a copy blog, over time when you have a lot of traffic then you can move into other blogs' category.
   
• if you starting your own web app (web 2.0 or semantic) project, then how well do you know the industry, you need to know how it works and how you're going to make it big. Promoting a web app has its own set of challenges and before you jumping into programming you need to consider all the roadblocks. Getting traffic is a big issue and before you assume that you're going to get a lot of traffic consider why people would want to use it and why it should become a part of their routine. The worst thing you can do when building a web app is to assume everything will workout on its own, trust me it doesn't. Always prepare with the worst case scenario in mind!
   
• Know everything about your competition (small or large). for example, If you're going to make something that compliments DIGG but you don't know about MIXX then that's a huge problem because if you don't know what everybody in the category is doing and how they are doing it then you probably won't be able to come up with a solution that solves big problems. You also don't want to be compared to other websites, avoid "YET ANOTHER WEB APP" attribute at all cost!

3- How well do you know BUSINESS?

• Business is a game, a dog eat dog world. Just because you can make a great site doesn't mean you can make a big business out of it. In business you have to know how to manage people, employees, PR people, your network and etc. If you can't manage people then you cannot attract talented people to do the tricky parts of your business, they just won't stick around. If you don't know how to make deals or negotiate to get maximum benefits then you're business won't have a chance to grow. Managing innovation, money, growth, revenues streams are a few of the other things you need to be very familiar with.

I'm not trying to scare you, but i'm trying to prepare you. remember if it way easy everybody would have done it, it's difficult and that's what makes it interesting and appealing. Now i only mentioned a few things you should know before jumping into muddy waters, there are many other things you need to consider such as choosing the right business partners, knowing your audience, optimum design, naming and branding, strategy, and last but not least knowing when you want to launch, how you're going to do it, and what you need to do to promote it. The list goes on and on, the more you know the better you will do.

Ultimate definition of branding is that "a brand is a promise" the process of branding is building promises!

Brands are not logos, they are not ads in magazines or billboards and they are not names. Brands aren't supposed to communicate a message but rather they try to keep a consistent voice. Brands are also not suppose to persuade, that's the job of advertising, but rather try to sympathize, connect, and help.

Brand is a promise!

Foundations of Branding

Most branding projects when they begin, they already have a name, they also have productions associated with it and some are already established companies. However, in general the first that needs to be done in branding is to try to position a brand.

Brand positioning had only 4 parts, 4 questions that need to be answered precisely!

1. Who is the brand for?
2. What is the brand one of?
3. Why is the brand better than other ones?
4. *Why should people believe in the brand promise?

Who is the brand for?

Basically it’s the target market. The misconception among many business startups or bad marketers is that the larger the target market the better the brand will do, WRONG!!, in reality the broader the target market the easier the brand promise will miss its mark. What you want to have is a target market big enough so that the business would make sense.

almost every web project i get these days, the owners want to capture the entire internet, they all assume if people give it a chance they would be able to live without it, in other word everybody is going to love their product so why should they limit their product's success by narrowing the target market. The answer is simple, no 2 people are alike, if you love something i might hate it, and since we are all so different we want different things and we value different things. So the logical process is to research the market and figure out what a group of people have most in common, the more things they have in common the better we can angel the promise to cater to their needs and wants.

Getting the target market right is critical to the entire process, if you don't have a clear target market, or have doubts that the target mark would like what you have you might as well not proceed to the next questions. NO TARGET MARKET, NO BRAND SUCSESS!

What is the brand one of?

Competition, you need to know who you're competing with before you can try to penetrate the market. Also knowing who you're competition is will allow you to position yourselves above them both from value offering and product quality. The biggest trick in branding is to attack the industry from an outsider point of view. An industry outsider gets to view the whole field and is not easily intimidated to the mambo jumbo that the insiders have to put up with everyday.

Just knowing the competition is not enough, you have to research the A-Z of competition from the products they have, the way they sell and distribute, advertising method, other brands positioning, value offerings, future innovations and etc. Do a great job in identifying your competition and all of a sudden coming out with a great brand positioning is relatively easy!

Why is the brand better than other ones?

Your brand has to have something that would make it sellable. If you have a product that 3 other companies have then it comes down to some simple things like inventing a whole new target market, but if you have a product that no one has or it's a better version of all other similar products then there are 3 things your brand and product should be

• Technical
  
• Functional
  
• Emotional

Why should people believe in the brand promise?

Every brand just like every human being needs to have a soul. The soul of a brand is its personality, characteristics, intelligence and charm.  Creating a personality for a brand is a science all by itself, my prime example is Apple, and other ones might be Google or Ferrari. These are some of the brands we see as having a personality, you don't see a huge corporation behind but as something else, you somehow want to trust these companies. On the other hand take Microsoft or GM or most of the Bank Brands, they have no soul, we always see them as big corporations that control things, it is really easy to hate these companies.

Some great sites that have a lot of branding articles and have great resources about branding:

Interbrand | SagePub | Branding Strategy Insider | Other Great Articles