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A competition has been organized for naming and a slogan for what? 

  • Product


Company's area of activity:

Finance. Lending to small and medium-sized businesses.


Description of product/service categories:

Lending to small and medium-sized businesses.


Distribution channels and sales geography:

CIS countries / Europe / 


Target audience profile:

Young entrepreneurs, visual representatives of small and medium-sized business segments: fashion, retail, ecommerce, creative industry, services.


Existing or proposed positioning:

Real Help, support, development for small and medium-sized businesses 


Closest competitors:

kabbage.com, ondeck.com, landingclub


Main competitive advantages of the company:

Compared to traditional banks: unsecured loans, no paperwork, instant money for business needs, funds for development.

As added value: transparent scoring rating (borrower rating), visualization of key business (operational) performance indicators, free BI (business intelligence) tool for business.


Is there a creative concept for the company?

Too much creativity, which is why we ended up on this platform.


What should be reflected in the name?

  • Stability
  • Dynamics
  • Modernity
  • Innovation
  • Creative approach
  • Artistic approach
  • Belief in entrepreneurs
  • We help, not burden.


Is it allowed or encouraged to tie the name to the owner's surname/name, geographical location, area of activity, or another key word (please specify)?

No. 


Can the name be a neologism (new form)?

Yes, but without fanaticism.


What words and phrases should not be used in the name?

No: money, bank, credit, etc. 


Language for writing the name and slogan:

Logo: only English. Slogan: English + Russian


Number of words in the name:

1-2


Is trademark registration planned?

Yes


Will domain registration with the chosen name be conducted?

Yes


Should the domain name exactly match the name in English letters?

Ideally


In which zones is registration planned?

  • .com
  • .ru
  • .io
  • .co
  • .me


What idea should the slogan contain (call to action, awakening emotion, description of benefits...)?

Emotions - exclusively positive, trusting. We are Partners, Friends, but not a bank that wants to take the last. We believe in our client's/Partner's business, which is why we provide them with a loan/open a credit line/help and support them in situations where they need money.


Main characteristics of the product (service) image that should be reflected in the slogan:

  • Stability
  • Uniqueness
  • Dynamics
  • Modernity
  • Innovation


What associations and emotions should the slogan evoke in the consumer?

This should be a value proposition for the end consumer, that is, for the entrepreneur. 

We are ready to consider a second scenario where the slogan explains what we do: for example, trust in dreamers.


What associations and emotions would you like to avoid?

Financial pyramids, credit, no classic children's names.

Style of writing the slogan: (remove unnecessary points)

  • Official
  • Trusting
  • Intellectual
  • Modern


Number of words in the slogan:

2-5-6 - not critical. As mentioned above, the slogan can be a value proposition.

Examples of liked slogans:

Really like how ondeck is done.

Known unsuccessful slogan options:

--

Please provide any additional information you consider important.

Please do not create banalities like: Your credit product, This credit is for you, this is your credit, etc.

Priority is given to the English language.


In the domain, as well as in the name, there should be no words

cash, money, coin, and other designations or names of money.

Also, no hyphens or numbers.