focus on your brand promise.

When it comes to your brand identity, focus on your brand promise. On a recent international trip, I went to the store to purchase a few necessities for daily life, including dish soap. Like a magnet, I was immediately drawn to the one named “America Fresh.” Of course, I am an American, and what American doesn’t want a dish soap that promises “a new era of clean.” Take my money.

We had to laugh because it was clear who their target audience was. Me. 

And the marketing team behind this product strategy knew that people like me, uncertain of what to buy in an unknown environment, needed the reassurance that this dish soap was as familiar and reliable as baseball and apple pie. Whether it could actually clean a plate of apple pie was not the point.

It was as if the market research workgroup did a word cloud of every term that resonates with Americans and the three biggest words in the cluttered mass were, “America. Fresh. New Era.” The funny thing is that this name could have been applied to just about any consumable product. Paper towels. Dog food. Cereal. 

I mean, how could you resist “Liberty Flakes – a revolution in breakfast crunch!”

Unlike products on store shelves, many products in today's competitive marketplace don’t have the benefit of immediate recognition for the functional solution they provide. We all know what dish soap is and why we need it. We know the shape and the color. At that point, we are looking for brand recall or some level of affinity marker that makes one product stand out over another.

Maybe it's price by volume or clever packaging design. (Admittedly, this is the approach I use when I buy wine as much as I like to pretend otherwise.)

Now more than ever, marketers have to work diligently to drive the three A’s of brand at the front end of the marketing funnel: Awareness (who you are), Association (what problem you solve), and Affinity (how you are different).

A strong product name is essential for capturing these three components, particularly in selling environments where the product category is either new or is saturated with competitors. However, with so many products vying for buyer consideration, crafting a name that stands out and effectively communicates the product's value proposition can be a daunting task.

The Importance of Clarity

A clear product name should instantly convey the product's purpose and function. This clarity is crucial for ensuring that consumers quickly grasp the product's benefits and make informed purchasing decisions. Clarity also helps establish brand reputation, as it reinforces consistent messaging and positioning across all marketing channels. Again the three A’s are essential here.

Strategies for Clarity

1. Descriptive Names: Use words that directly describe the product's function or benefits. For instance, a cleaning product named "Dirt Destroyer" immediately conveys its purpose.

2. Functional Keywords: Incorporate keywords that align with the product's category or industry. This helps consumers easily identify the product when searching online or browsing product aisles.

3. Benefit-Driven Names: Emphasize the key benefits or solutions the product offers. For example, a water filtration system named "Purity Stream" highlights its ability to provide clean drinking water.

Enhancing Impact with Functional Solutions

Beyond clarity, a product name should also effectively communicate the product's functional solutions. This involves highlighting the unique features, attributes, and capabilities that set the product apart from competitors.

Strategies for Functional Solutions

1. Technological Advancements: If the product incorporates innovative technology or features, highlight these aspects in the name. For instance, a smartphone with a high-resolution camera could be named "UltraPixel Pro."

2. Specific Use Cases: If the product caters to a specific application or need, incorporate this into the name. For example, a hiking shoe named "Trailblazer" targets outdoor enthusiasts.

3. Problem-Solving Focus: If the product addresses a common problem or pain point, emphasize this in the name. For instance, a pain relief medication named "Ache Away" highlights its ability to alleviate pain.

Balance Clarity and Promise

Creating a product name that strikes the right balance between clarity and impact is crucial for success. A name that is overly descriptive may lack memorability, while one that is too creative may obscure the product's purpose.

At the end of the day, your brand identity has to deliver on your brand promise, the value that the end user will clearly derive from using the product or service you are promoting. That fact is what keeps people coming back and bringing their friends.

So do your market research. Understand the trigger words that will capture your target market’s attention. Craft a clear and memorable brand name and identity that will create distinction and drive affinity. But above all, deliver on your promise, every time.