Attracting the attention of your audience is only getting more difficult. With the hyper expansion of content, it isn’t easy getting noticed. Once a message is noticed and breaks through the clutter, do you own a word in the mind of your targets?
What will the people you reach remember about you?
If your word is part of your brand name, that’s the best situation to penetrate through all the marketing that circulates a client or customer.
One Word
For my marketing consulting business, SAGE is my word.
The new business I’m helping to start selling dog beds to support rescue dog adoptions, ResQ (rescue), is our word.
The salad chain CHOPT wants to be known for chopped salads.
Sometimes a brand name comes from a foreign word or combination. However, a chain named PANERA wanted their bread to be the center of the conversation with customers. They know where their bread is buttered.
SALESFORCE wanted to focus your attention on one specific area of business, and their name opens the door to their story.
PAYPAL is a terrific brand name that in one word tells me that I can pay for something in a friendly environment.
Advice in Naming and Positioning Brands
If you are at the starting gate of branding a business or a new product, strive to own one simple idea. Can you use a key differentiator in your name and sprinkle it throughout your message?
JIFFY LUBE tells a story, and their marketing, from their earliest days, focused on the speedy service. Oil change completed in a jiffy.
The luggage company AWAY focused on the experience of travel – of being AWAY and they own that idea. They sell more than suitcases their word they own is an experience not just a noun like a suitcase or luggage.
For example, STUB HUB is another example where they telescope who they are and what they do. They are at the center of where you get tickets.
Marketing in 2019 is difficult.
Find a word that separates you from the rest of your competition and shine a light on it. You want to own some real estate in the mind of your prospect. Positioning your brand and owning a word isn’t a new idea – just an invaluable one if you are marketing a new business, product or service.
Owning one word is sage marketing advice.
Need help with a brand or product name, text me at 919 720 0995. I sell seasoned advice as The Marketing Sage.
Photo by Annie Spratt on Unsplash
