Friday, July 17, 2009

Unique Selling Proposition

Let's face facts, without a clear and compelling selling promise, your offering is bound to get lost in the sauce.

This week, the team brainstormed names for a new service one of our larger clients is launching. It represented a potentially great new service at the retail level. The team was juiced and ready to create the future.

After an initial round of naming, we started to hit on richer, more interesting names that seemed to have one thing in common. They had a powerful and distinctive promise "baked" right into the name. The benefit of this is that the new names did much of the heavy lifting in the mind of the consumers. They didn't have to work hard in their head to figure out what benefit the company provided. A great name is literally a conversation starter. It moves a consumer instantaneously ahead which means the name has a much greater chance of being seen, noticed and acted upon.

If you're developing a new product or company name, make sure the names you consider work hard right from the start. They telegraphic the values and promise you wish to communicate. Words matter and so does their meaning in the marketplace. Choose wisely.

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