What’s in a name?

January 29, 2015By Behind the Shelf Blog, Brand Marketing

part two in the Total Recall blog post series by Dave Wendland

If a retailer’s brand is its face to the world, then it’s their name that builds identity. How that name is visually expressed through a logo, and how that name and logo extend throughout an organization's messaging, forms the foundation of how the retailer is perceived by its customers.

A store’s name sets the tone for the retailer and often forms the consumer’s first impression of a business. It should also entice them to use that business. It must distinguish the operation from its competitors, be memorable, and easy to pronounce.A store’s name sets the tone for the retailer

Here are five quick steps to the naming process:

1)      Clearly identify what business you are in.

2)      Consider what you may be selling in the future.

3)      Determine what you want consumers to know about your business.

4)      Assess your competitive strengths and advantages.

5)      Let the naming begin!

Don’t forget, a store’s name is one of five elements that consumers should be able to recall within three seconds. The other four include your line of business, claim to fame, price position, and personality. Make sure your store name is easy to remember, attracts customers, allows for future growth, and represents your business. One of my favorite names represents a home health care retail operation, Cane and Able. Do you have an example to share?

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