Uniqueness isn’t enough—successful healthcare names think outside the trademark.
Last week I revealed a few of the key questions we consider when naming a product, service, or company. While marketers always strive to create names that are short, memorable, and unique, the overarching objective is to create preference, i.e., to win the hearts and minds of your customers so that they choose your offering every time.
Here are four more things to ask yourself when crafting a healthcare name to help you create and maintain customer trust, interest and loyalty:
1. What is the character of the product, service or company we’re naming?
What you call your offering should reflect its benefits, its properties, and the values of your organization and be in line with your customers’ perceptions and expectations. Think of it as your brand’s “personality.” Is your image clinical and scientific? Casual and approachable? Is it evolving or reinforcing the current state? How can your name reinforce reality and desired qualities you want the brand to embody?
2. Is there some other aspect of this product, service or company that might be captured in the name—or some key difference from our competition?
Other traits outside the character of your offering might prompt aspects of its name. For example, similar naming elements might be used for a family of related products, aka brand extensions. The same strategy can reinforce the connection between a core offering and its consumables. Just as you can reinforce connections with your own products, be sure to highlight what makes you different—or preferably, what makes you better—than your competitors.
3. What common words might offer opportunities for “new” and redefined value?
When you hear the word “Apple,” there’s a good chance you’ll think of an iconic technology brand before a crunchy round fruit, even if you’re a hardcore PC user. It’s a prime example of how simple, common words—even without changes to spelling—can be redefined by design, marketing, and branding into distinctive assets that represent their own culture. Names like these can make a brand memorable, “sticky” and create user affinity completely different from their original word’s meaning.
4. How can we encourage customer preference as we communicate new meanings for words we create or appropriate?
This is where you find the intersection of smart brand strategy and inspired marketing tactics. Of course, you need to draw attention to benefits that are real to your customers—desires you’ve identified through research, improvements on past offerings (your own or your rivals’), or buyer demand you’ve created by educating your market. Another important consideration is when, how and in what context those messages are being delivered. You want to make sure your communication vehicles and distribution channels reach your intended audiences with the right messages—at the right time.
Are you a really busy person trying to craft a winning brand, brand strategy and go-to-market plan? Our one-page name-generation worksheet, offers 15 more creative queries to help you get started. And if you want to know more about naming strategies that are working today, download our latest quick-reading parathink briefing: Names That Sell Global Healthcare Brands: How to create distinctive brand names that drive customer preference, sales and loyalty. Click here to get it now!
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