In two separate conversations this past week, I was asked for advice about product names by two food companies. Both businesses are either new or in turn around mode, and are thinking how the right brand name can be a part an effective part of their marketing strategy. Both are small businesses who have to make every marketing dollar invested work extra hard for their mission. They hadn’t really focused on the importance of their product name to communicate their benefit.
What’s in a Name?
Most food and beverage brands live and die at retail. On the shelf is their world. The little 3 X 5 label may be most of the marketing they’ll get to do to consumers so what they say matter. It really matters a lot. And most food entrepreneurs don’t pay enough attention to this detail that can make or break a brand.
Some successful brands who illustrate this point:
Vitamin Water – Isn’t it crystal clear what this product does and deliver to you? It simple, succinct and effective at telling a short story.
Naked Juice – a wonderful evocative name that speaks to nothing but the juice! Pure, fresh and well, naked.
I Can’t Believe It’s Not Butter – A wonderful example of how a brand name can work to give voice to what the consumer is thinking.
Glutino – A line of gluten-free products that telegraphs a simple message of what isn’t inside.
Nothin’ But- A line of cookies that cleverly pokes fun at the chemical filled, long list of ingredients in most cookie products. Nothin But is a simple line of granola-based cookies made from oats, grains, nuts and fruits.
DETOX Water – An aloe based water beverage to help with digestion after eating and drinking too much. Simple. Clear. And to the point.
Pom Wonderful – A case study in brilliant marketing from A-Z. In the name, they express the emotional joy of experiencing the benefits of pomegranate juice.
Food Should Taste This Good– A line of snack chips that also clearly articulates the benefit to the consumer who buys the brand.
How A Brand Name Can Be Part of a Marketing Strategy
This is the advice I provided:
Think long and hard about what the emotional feeling is that you want the consumer to have when they experience your product. Perhaps the name reflects that sentiment.
The product name can be different from the corporate name. It is the product brand name that has to do the “heavy lifting.” Give it a boast and make sure the name simply tells the story of your unique selling proposition and the benefit derived.
A product name that is simple and clear makes sharing easier. How easy is your name to remember and share with a friend? Being simple and easy to remember can be the key to a brand’s success. Word of mouth is the real energy powering young brands to success and a memorable name that is deeply connected to your product can last a life time. Ask Rice Krispies or Cheerios.
If you are a budding food entrepreneur, look closely at your own habits. What brands did you discover and how easy was it to remember and share their story? Are you part of their tribe telling about your experience with their wine, cheese or pasta? How will you build simplicity into your message so that you can help me to tell your story for you?
Romeo, oh Romeo – I can’t believe it’s not butter.
‘Tis but thy name that is my enemy; thou art thyself, though not a Montague.What’s Montague? it is nor hand, nor foot, Nor arm, nor face, nor any other part belonging to a man. O, be some other name! What’s in a name? That which we call a rose by any other name would smell as sweet; So Romeo would, were he not Romeo call’d, retain that dear perfection which he owes without that title. Romeo, doff thy name, and for that name which is no part of thee take all myself.
Juliet from Romeo and Juliet by William Shakespeare
Need help with the name game? I can help you increase profitable revenue with marketing insights. To learn more, connect with Jeffrey Slater at The Marketing Sage.
