Naming a startup is not an easy task!
The right name (and innovative) can draw attention, connect with customers, transmit the objective and set the right tone for the future.
However, the bad? He can confuse, mislead or even hold a business.
A name can make or mark the first impression of a brand.
Welcome to “What is in the name», Our new series where we explore the meaning and stories behind the names of Startup.
Each week, we will explore how the name of a business has become and the role it plays in shaping its identity.
This week we present Aslan. Let’s dive into their story and see what’s going on behind the name.
ASLAN: a platform for employee service
Based in London, Aslan is a new generation financial well-being that allows employers to offer their employees rewarding employees and flexible wages.
With the application and the ASLAN card, employees have the choice to obtain part of what they earn every day, free, and to earn money on all their expenses.
Last month, the company raised 4.7 million euros in an overexcrement seed financing tour led by Capital Concept, with Redstone and Various Angels.
Inspired by “the lion, the witch and the wardrobe”
“The name Aslan is largely inspired by the lion, the witch and the wardrobe, a book that I loved as a child and which is part of a series entitled The Chronicles of Narnia by the British author CS Lewis”, “” said James Gozney, founder and CEO, Aslan to Silicon Canals.
Aslan, the character of the lion of history (whose name means “lion” in Turkish), symbolizes advice, strength and goodness. It represents a force that empowers and protects.
“It looked like the perfect metaphor for what we aspire to achieve: edifying employers by making their money go further and allowing employees to take control of how they are paid,” it adds he.
Reflect the mission of the company
According to Gozney, the name reflects the company’s mission.
In Narnia, Aslan protects global creatures, just as the company aims to help people feel confident about their salary and their financial well-being.
“If people are paid as they earn, as we were 100 years ago with brown paper envelopes every week, we would need to overdraft and credit cards,” explains Gozney. “We want people to feel safe and control their finances as if they had someone strong in their corner.”
The continuation of finding “Aslan”
Naming a startup is not a simple process, and ASLAN is no exception!
“It was certainly not a quick process!” We spent weeks thinking, throwing ideas and looking for a simple, significant and easy -to -say name and spelling. When “Aslan” came, it felt right, “he explains.
Gozney went further by testing him with friends and colleagues, whose extremely positive feedback sealed the decision.
“This moment of clarity, when everyone jumped on board, made all the efforts were worth it,” he said.
Secure the domain and digital presence
As a digital company first, having a strong online presence is not negotiable.
During the finalization of the name, they entered the frantic research phase, guaranteeing the availability of the domain name and social handles.
“An area is the gateway to a digital company; It should be easy to find and easy to open. Fortunately, he was available and we made sure to secure him early to avoid any headache later, ”he adds.
Navigation of trademark challenges
Gozney said that the name has presented some bumps on the road.
“Aslan means” lion “, there are therefore other companies called Aslan – which also have symbols of lion. However, there is none in our field, and therefore it was quite simple, ”he reveals.
However, Gozney advises that entrepreneurs who are seriously aimed at protecting their brand should consider the trademark early, ideally with the appropriate legal guidelines to ensure that all aspects are covered.
Evolution of ASLAN
According to Gozney, the name “Aslan” feels timeless and reflects the company’s mission. However, it does not exclude subtle changes as the company is developing.
“As we extend to new markets or launch new product ranges, we can consider creating submarks or slogans to complete the basic identity of Aslan. But it is more likely that the visual identity of our brand will develop and evolve as we do that the basic brand itself will change, ”he says.
The role of the name in success
Does a name play an essential role in the success of a startup? “This is absolutely the case,” he says.
“The success of a startup ultimately depends on the solving problems, the construction of confidence and value, but its name is the very first impression it gives,” he adds.
Some names indicate their objective, such as “WebuyanyCar”, which directly explains what the company does.
On the other hand, names like “Google” are more abstract and require additional information to understand their products.
“In our case,” Aslan “is conceptual, but above all, it is also emotional. People see the name and smile as they remember their childhood. As an employee well-being solution, instantly creating a friendly and positive emotion is very important for us, ”he continues.
“It is therefore very important to be deliberated on a name!” And then constantly deliver what this name represents, many and many times, ”concludes Gozney.