folder Filed in Interviews
Names with stories: The story behind
By Kristina Mišić access_time 5 min read

Chanie Hyde is the Marketing and Content go-to person for visual feedback tool and bug tracker BugHerd. With more than 12 years of Marketing experience under the hood, Chanie works with Startups and Small Businesses to find and streamline Growth Marketing opportunities and add a little “sparkle” to their content. In this interview, she talks about the origin of the brand name BugHerd, why having a strong online presence is essential for their success, and how brand authenticity leverages customer loyalty.

How was the idea born for BugHerd?

The BugHerd founders were working remotely on web projects and found that solutions (in 2010) for tracking bugs and giving/getting feedback on websites to be lacking. It was a constant source of frustration to take 3–4 minutes to log a bug, take a screenshot, annotate it and submit it just to say “can you make this button blue”. It would take longer to log a bug than it would take to fix it. The goal was to replicate the experience of marking up a printout but on a real-life website.

Who came up with the brand name “BugHerd” initially? Can you reveal some of the other alternative names?

Our Founder’s wife came up with the name. The idea was that we made it easy for a bunch of non-technical users to report bugs and to have that consolidated in one place. It’s literally a combination of the two words “bug” and “herd”. It was actually one of the first names we came up with, and even though we went through many other names on the table, we pretty much all agreed that BugHerd was it!

The added bonus was that there was literally no other brand with a similar name at the time. Less (or no) competition meant that we could rank in Google fairly quickly and effortlessly.

When and how did you get the domain

As with most startups, the day was spent excitedly brainstorming and finding which .com names were available. Fortunately, in 2010 there wasn’t as much challenge getting a domain name as there is today. As soon as we thought of the name, we registered the domain along with a number of iterations like .net .io, etc.

How important is the presence of your brand online? What plays the most important role in people finding you on the web?

Our product is a software as a service (SaaS) product, so having a good online brand presence is pretty much everything. We’ve spent a lot of Marketing hours and effort building great content on our site and creating quality backlinks. Our organic search engine results and domain authority reflect this effort. We’ve also spent a lot of time nurturing our online community and have an excellent reputation with our customers. It is important to us that wherever we appear online, our customers have a great experience and enjoy learning about or using BugHerd.

If you could have any domain name in the world would you still pick and why?

Yes! It is literally the best option of addresses to fit our brand name.

What would you say is the most important thing for your brand right now?

To be known as a team of people building the best product in the entire freaking universe to collect, organize, and act on client feedback and track issues on websites. To also continue being the brand name of choice to our core target audiences and be the go-to recommended software for visual feedback by these key customers is our driving force.

Which is most important to your brand — mission, core values, or vision?

Definitely values. We are a passionate group of people who really enjoy working together to build great software. Rather than trying to make our startup the next “unicorn”, we put a value on delighting our customers, listening and engaging with them, and creating a great work environment to thrive in. This translates to brand with the authenticity of our voice in customer experiences, online communications, and marketing copy.

Who is your go-to person for business advice, for domain names and in general?

The internet? No seriously, we have a great group of mentors from within the startup and business community, a team of experts working on our product and brand… and the internet.

What’s next for BugHerd? Where do you see the company in 5 years from now?

BugHerd has transitioned from a tech startup to a stable, revenue-generating business since its inception in 2010. We’ve learned a lot along the way about who our key customers are, what the true value of our product is, and how to communicate it to the world. We are continually iterating and evolving.

Our aim is to continue to share our know-how and lessons learned along the way to help others build not only great websites but great products and software solutions… watch this space.

We hope this will be of use to you in the process of getting your perfect domain name. If you have any questions, need any help, or just want to chat with someone about the process, book a free consultation at MarkUpgrade.We are always happy to hear from you.

Find out more about BugHerd.

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