Storytelling in Branding
You can name your Clothing brand without the word "Couture". You can name your Makeup brand without the word "Glam". You can name your Beauty brand without the word "Skincare" or "Essential".
Let me teach you storytelling in branding.
I was speaking to a friend whose skincare brand is about to take off, her brand name is "Elle Allure NG". So what exactly is wrong with this name? To determine that, we brought the context of her vision and story into play. Names are very important in industries like Beauty and Fashion. People will not only buy your product because they like it, they will because they care about the story of your brand, your name is the identity of that story.
Back to my friend, her skincare products are organic - made from natural ingredients. The people who'd buy her products will care about this. What are those ingredients and what are their origin? Look at this for instance - "Elle Allure NG, made with herbs from the heart of Niger Delta". Something does not fit here right? The name does not fit into the story. Herbs are native & indegenous to a place, so the name "Elle Allure NG" does not mean anything at all. However, i asked my friend what her native name is, it's "Oghenekevwe", and there and then, it hit me - Kevwe is the name. I suggested that she could just use Kevwe or she could spell it literally - Kewé with a stress on the last letter 'e'. Introducing, Kewé organic, made with herbs from the heart of the Niger Delta. Don't add any "Allure" or "Essentials", nothing. She can intepret how her name resonates with her in relation to the brand.
Your case might be different, but same principle applies. What is the story behind your brand or what you do? How will you intepret your story into a name? It doesn't have to sound sophisticated or easy, how the name sounds is irrelevant. The world does not care about how your brand name sounds, they care about the story behind the name. Take Koenigsegg, the Sweedish supercar brand, i bet you can't spell the name as an African without checking Google, but the people that buy the car care about the story behind the name.
So go back and think about why you have "Glam" in your makeup brandname or "Couture" in your fashion brandname, even if the Couture is spelt with a "K".
Selah.
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4 年Great write-up but I somehow have a different point of view RICHMOND Having at the back of our minds that in Sales, what matters is what the consumer/buyer wants and/or values, I would think a quick survey of what buyers would prefer should be carried out and conclusions made. "Kewe Organic" may mean different things to different people and I that confusion can be avoided, the better for the seller. There could still be a compelling story behind a "Couture", "Glam" or what have you...... Thanks for this thought-provoking piece.
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4 年Straight to the point! I think every business must keep in mind that the name of their brand must make an impression on the minds of the prospective customer. It's just either get them curious to know more about the business or just get them to buy their products straight!