Six Steps To Creating a Brand Name that Sells

 

If you’re like most business owners and marketing professionals you know that there’s power in a strong brand. You probably also know that unless you throw millions into building brand equity, it’s difficult to successfully compete with the iconic names in your industry.

So how do you do it on a limited budget?

One key is to have a brand name that sells.  Something that is really memorable like:

  •  ‘I can’t believe it’s not butter”: Flags people who want a butter alternative but like the butter taste.
  • ‘Start Ya Bastard’ instant engine starter: Addresses a key problem that the product solves.
  • “Fat Blaster” diet pills: Screams out a strong benefit using ‘in your face’ words.
  • “Better than Botox”: Gives the impression that the product is so effective it’s like using Botox.

One of my clients, Sunshine Coast fibreglass repair product manufacturers, MagicEzy were looking for a unique brand name for their revolutionary new fibreglass repair product.

The unique thing about their product is that it solves a major challenge that boaters face.

You see, fibreglass repair takes hours. There’s a heck of a lot of sanding prepwork plus polishing afterwards. And there’s also colour matching the gelcoat at the end. Not to mention the toxic fumes and mixing two part solutions.

MagicEzy’s new product came up with a solution that enabled boat owners to both structurally repair and colour minor fibreglass boat damage in under 10 seconds. In fact, it’s SO easy that a child can do it.

So what name do you give it so it grabs attention?

When developing the product we were looking for a name that embodied it’s Unique Selling Proposition (USP) – something that instantly showed the results that the product delivers. Here are some of the names we toyed with:

  • Fibreglass Chip Fix: Says ‘fibreglass’ but doesn’t talk about point of difference.
  • Fibreglass Chip Fix Magic: Says ‘fibreglass’ and does allude to point of difference.
  • Chip Fix in Seconds: Says point of difference but doesn’t talk about fiberglass.
  • Chip Fix Miracle: Alludes to point of difference but doesn’t say fiberglass.
  • Chip Fix Magic: Alludes to point of difference but doesn’t say fiberglass.
  • 9 Second Chip Fix: Very strong point of difference – no fibreglass mention.
  • 9 Second Fibreglass Chip Fix: Very strong point of difference – fiberglass mention. Too long.
The winner?

chipfixHere’s a break down of some of the elements of that name and why it works:

  • 9 – the use of a number alone attracts attention.
  • 9 Second (addresses the time saved and makes a specific promise. Time is a big challenge with fiberglass repair)
  • Chip (what the product repairs)
  • Fix (we toyed with the words ‘repair’ and ‘fill’ but repair has soft consonants in it so it is less likely to stick in the mind of consumers. The use of the word ‘x’ in the word ‘fix’ is sharp and to the point so it grabs attention. Not only that, it almost rhymes with chip so using rhyming words have better memory recall.

So – how could you rename your product or company in a way that sells?

Ask yourself these questions:

  1. Does it say what it does?
  2. Does it scream about your Unique Selling Proposition (USP) or Unique Value Proposition (UVP)?
  3. Does it translate well into other languages?
  4. Does it sound well when spoken?
  5. Are their crisp consonants in the name?
  6. Can any of the words in the name be shorted so they are sharper?
  7. Is there a way you can add ‘humour’ to the name without it appearing too over the top?

uq

About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

1 Comment

  1. I find this topic interesting, but my question to you Kristina (and it applies to me too), is that we have both branded ourselves with our names. Yet, this is NOT focused on our audience. I would be interested to hear your views on that. Should one brand their blog on the superficial topics on offer to the unique audience? Or should one continue to brand under a name? It’s a tricky one I am grappling with right now…..

    Reply

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