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Names with stories: The story behind
By SmartBranding Team access_time 4 min read

Founded in 2014, Influencity is an AI-powered influencer marketing platform, that helps brands and agencies to manage end-to-end campaigns on a global scale.

We help over 2,000 users from 30 different countries professionalize and improve their influencer marketing strategies.


Daniel Sánchez, Co-founder & CEO of Influencity, talks for our Names With Stories series about the idea for Influencity, their brand name, and what’s new and interesting in their future plans.

Can you tell us a little bit about yourself and how Influencity got started?

I’m a software engineer with more than 12 years of experience as a tech consultant. I worked in several international projects leading teams of more than 50 people. During my career, I had the opportunity to work in the USA, Spain, the UK, Germany, and Italy among other countries.

Before Influencity, I founded another company that didn’t work. It was a crowdfunding platform to support social causes. I sold the assets of this project and started Influencity. Influencity’s idea came after deep market research. Back in 2014, it didn’t exist the concept of influencer marketing, however, we saw that in the US some companies started to create marketplaces to promote content through bloggers or sponsor athletes or celebrities.

What was the process of selecting a brand name like? When did you know this was the one?

The first product idea was to create an influencer marketplace where brands and influencers could meet and collaborate. So we wanted a name with a sense of community. We ended up with ‘city’ as the city of all influencers. 

What was the reason to get the domain name for your brand? 

.com domains are the most well-known worldwide and we wanted to be global from the beginning, so there was no option of choosing a .com.

Daniel Sánchez – Co-founder & CEO – Influencity

What was the vision and purpose of your company when it first started and how has Influencity evolved as a brand since? 

The mission has always been to help brands and agencies to create better campaigns, mainly by standardizing processes and data at the global level. 

At the beginning, we created different solutions, as I mentioned before, an influencer marketplace was the first idea. However, it didn’t work. We launched too early for the market, the timing is important because 8 years later there are some influencers marketplace on the market that works perfectly.

So while we were trying to find a tech solution, we were providing services to our customers, like an agency offering strategy and consulting services. In this way we were auto-financing the company and at the same time, we were learning from the market.

After some time, we finally found the tech-solution we wanted and changed the focus of the company, from selling agency services to SaaS business.

Has the pandemic affected your company in any way? What has changed since?

It affected, but not drastically. 2020 was an incredible year for us, although without the pandemic, it would have been unimaginable.

What do you do to make sure your marketing is effective?

We have different dashboards where we control our internal metrics and see the results of our marketing campaigns. We track this practically on a daily basis, so if we detect some issue, we can act fast and resolve it.

What would your advice be to entrepreneurs who are just starting out?

You will have ups and downs, and this is a long race. So be constant, perseverant, and follow your intuition. 

What do’s and dont’s can you share when it comes to branding and naming?

Branding is one of the most important things for a company, so do not subestimate it. It is very powerful. 

Daniel Sánchez – Co-founder & CEO – Influencity

We live in a global world, choose a name that can be understood in different countries/languages and that doesn’t sound weird in some cultures.

Analyze your competitors and see where there is an opportunity to differentiate, brand color is one way, but tone of voice, illustrations, photos, and communication is also important. Make yourself recognizable even if the user doesn’t see your logo (easy to say, hard to do).

What is next for Influencity?

Grow, grow and grow. We are in a phase of scaling the business, right now we have customers in more than 60 countries.

You can follow Influencity on Linkedin, Instagram, Facebook, Twitter or visit their website to find out more about the platform.

How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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