For the first five years of business, the brand we know and love as Nike, was something a bit different. Check this out…it was named Blue Ribbons Sports.
It is hard to imagine any of their current marketing or “Just Do It” being matched with anything other than Nike. It was renamed for the Greek Goddess of Victory, which is much more suitable for what would become, the mega brand!
I used this as an opener to help satisfy Shakespeare’s question, “What’s in a name…” For marketing, it’s... A LOT!
Picking the right name for your products and services would be a no-brainer for those of you with e-commerce stores, but it is harder to see if you have a service-based business.
Naming your products, services or offerings is important because it not only communicates the information, it communicates how your customer should feel.
Let me share with you the ideas to consider when naming your products and services:
1. The name should communicate a feeling.
When Ben and Jerry’s named their famed ice cream “Cherry Garcia,” of course they understood the nostalgic feeling many people who love the Grateful Dead’s famous singer, Jerry Garcia. The name fits the feeling that matches the relaxed vibe of that band.
2. It should be easy to say.
If you ever wondered why my business name isn’t just my personal name, this is why. Whenever people read ‘Boehnert’ (pronounced BAY-nert), they say ALL KINDS OF THINGS! Almost never my name. So that option was off the table. Your product or service name should be DEAD SIMPLE to pronounce!
3. It should be clear. No confusion.
As Donald Miller often says, “If you confuse, you lose!” How you name your products and services should be fairly easy to understand. I think most business owners innately get this concept, but forget that the name also has to create a bit of desire.
My sister and her wife have a raw, organic food/juice business in Memphis, TN, named Raw Girls. I love seeing their fun names for their juices. They communicate enough information to be clear, but they are certainly fun and communicate the brand. Some of their juices are: Green Love Bomb (green juice), Carotene Dream (carrot drink), Merry Fabulous (beet drink).
4. It should be easy to remember.
One of my favorite examples of great naming is Dave Ramsey’s “Baby Steps.” He turned a several step process into a catchy phrase. You can also feel the emotion of simplicity in the name with the word “Baby.”
Now it is your turn! How do your business product names stack up? Are they easy to understand, while communicating emotion and creating desire?
Cheering you on!
Amy
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