BRAND IT, NAME IT, MAKE IT STAND OUT

Too often we relate to things as a definition and not a term. If you have a delivery, call it “delivery plus” or “at your door” or “getting it there.” My point is, when we give things names, they are remembered. “We’ll provide our furnace plus program” as opposed to “we’ll come out and fix your furnace.” We give names to people, boats, and cars. So why don’t we give names to services? I’ve always believed in what I define as sub-branding. In other words, there’s the name of your company, and then the significant names of the things that you do.

A number of years ago while speaking at the International Conference on Industrial Distribution, I happened to mention that everyone needs Distribution 2000. I was really using a fictitious name to relate to a special program that created Just In Time supply. I have received a number of phone calls and contacts from people who want to know more about my distribution 2000 program. The minute something gets a name, it tends to be more real, more weighable, and more tangible.

It’s the same with job responsibilities. Rather than say “someone will fix your car,” say “we’ll have one of our certified performance specialists manage your automobile.” Now perhaps I’m stretching it here just a little bit, tongue and cheek so to speak. But there certainly is a difference between somebody who is going to sell me a necklace for my wife at a jewelry store, and a gemologist. And certainly there is education and certification that goes along with it. But it seems to mean a lot more to the customer when there is a recognizable and definable term used.

Several years ago I worked for Terrier Corporation Residential Heating and Cooling. It was during a time when we were focusing on how to add value to a furnace. The answer was that we didn’t sell a furnace, we sold comfort. We gave it the name of the Total Comfort System. We gave it a name that was a program in orientation. So it included the thermostat, air conditioner, and air filter cleaner as well as the furnace. The Total Comfort System. This term drew attention to itself.

It is interesting that companies even brand their customers by giving them a name or a term. For example, I am a platinum member. Not gold, not silver, but platinum. I get platinum member stationary. I get a platinum card. I am defined by a term that means something. It means 70,000 miles on that airline. It means first class at no additional cost if confirmed five days before. So the point is…give it a name, get it remembered. Give it a name, make it tangible. Give it a name, give it a brand. Give it a name, give it more value.

About the Author

Thomas Winninger is the founder of WINNINGER Visionscope a Minneapolis based Think Tank. He is author of the best selling books MarketQuake, Price Wars, Full Price and Sell Easy and his just published book BULLSEYE! – What Market Leaders are doing to consistently HIT the BULLSEYE! Thom is one of the most in-demand business speakers in the North America today. For more information about his programs please visit, BULLSEYE! How Market Leaders consistently hit The Mark