The founder of an upcoming tea brand wanted my advice on the way forward. When I saw the brand name he had coined for the product, I almost winced in pain. There, in front of me was the classic name coining mistake many brand owners too.
A great brand name has an emotional connection with the customer. It has a compelling story with the customer at the centre of it. And it does so in a simple, engaging manner.
But at the very least, a brand name should should have this USP:
1. It should be easy to UNDERSTAND
2. It should be easy to SPELL
3. It should be easy to PRONOUNCE
Why are these 3 parameters the absolute basic? Simply because in the beginning, the success of brands, specially of cash strapped start ups, depends a lot on the most cost effecting marketing channel – Word Of Mouth. And if the brand name can’t be understood, or spelt or pronounced correctly, it’s like a baseball batter getting 3 strikes and walking back to the dugout.
The brand name that stared back at me from that packaging failed on all three counts. I cleared my throat and made my opinion clear and advised him to get back to the drawing board.
I am keeping my fingers crossed and hoping that he has not fallen hopelessly in love with the name (it happens and is one of the biggest reasons why even promising launches turn into duds)
Remember the golden rule in branding – If you confuse, you lose!
Have you come across similar brand name fiascos? Do share in the comments.
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