13. A Simple Framework

When evaluating a potential venture-firm identity, ask five questions:

Is the name distinctive?

Can people distinguish the firm from other investors?

Is the domain intuitive?

Would someone reasonably expect the firm to use it?

Is it easy to communicate?

Can someone remember, spell and type it?

Can it grow with the firm?

Will the identity continue to work as the organization evolves?

Can we protect it?

Can the firm reasonably secure the domains and other digital assets necessary to establish a consistent identity?

If the answer to all five is yes, the firm probably has the foundation for a strong digital identity.