It Should Be in the Name

by | Dec 4, 2014 | Business

Deciding on a product name can more involved than you might anticipate.

Think of the name as your product’s “elevator speech.” It should be able to convey to a complete stranger what you are selling. When it comes to a consumable product, displayed on a shelf and without a person present to verbally state the merits of the product, you need to make sure the consumer can quickly and clearly understand what’s in the container. That is precisely what the name on the label is for.

Here is something to take into consideration when choosing a name for your ice cream or frozen product.

The frozen aisle in a store can span up to 50’ in length, displaying hundreds of brands, categories and flavors of different frozen dairy and non-dairy product. The customer has limited time to find your new product. What can you do to help customers choose your products over others?

What is the effective “elevator speech” that makes your product say “this is what I am”? The Name.

If the customer is a “brand snob,” then their eyes are already trained to find their recognized brand. But what about your new “no name” product? How can it stop a fast-striding customer in their tracks?

Color and graphics, yes. This is a commonly used technique that can help a product to be noticed. But, once everyone starts using color and graphics for the purpose of being noticed, then everything in the aisle blends together and no one stands out.

What can help set you apart? The Name.

Typically the information on a label includes Product Brand, Flavor Name and Tagline. All of these are important, but which of these can as easily convey the product message as concisely as The Name does? None.

Tips for choosing a name

It is best to keep things simple while determining a name. Using ice cream as an example:

  • Brand – Can represent the “family of products” name or main company
  • Product Name – Identifies the flavor and can include a product category
  • Tagline – Sometimes used as a “tie-in” to the product and brand name or philosophy. Additionally, it can simply convey a message, feeling or belief of the company

Here is where people and companies can get into trouble — creating a product name that does not clearly identify to a stranger what it is that is inside of the container.

Remember, the customer has limited time and a lot of freezer aisle to cover, and the product has no verbal representation.

Here is an example of what I would consider a catchy, but clueless name – Euphoric Amber Delight. This name gives me no clue of what the product is. You’ve seen this name style before, but most of us don’t have time to stop, pick up the package and investigate further. Unless you are looking for an interesting gift to take to a party, most people would pass it by. A name that may create a better chance to be chosen would be Rich Dark Chocolate Euphoria. This name better conveys that the product is has an intense chocolate flavor.

So the next time you and the team are working on a name for a label, remember you have two approaches. You can cleverly attempt to create an exuberance to inspire by eloquently conveying a feeling or belief, or you can simply name your product what it is. In my opinion, keeping your product name effective and simple allows you more leeway with creativity with your actual product.

 

Darryl David
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