What’s in a name?

I received an email today with a special offer that caught my eye.

Well, what caught my eye was not so much the offer, but the NAME of the service; it was brilliant. The name?  Shellac Nail Treatment.

As someone who is constantly frustrated her manicures only last a few days and then start chipping, I immediately recognized the IMPLIED benefits of Shellac Nail Treatment, and was intrigued. I mean, c’mon, we all know Shellac is a shiny, durable finish. I could only imagine what it might mean for my chipping, dull manicure.

Upon further investigation, my expectations were validated. Shellac Nail Treatment boasts benefits such as “lasts up to 14 days without chipping” and “applied like a polish, but lasts like acrylic” and “in 30 minutes, you have smudge and dent-free nails for up to 2 weeks.” Everything a girl could want from a manicure!

Now, before you think this post is about manicures and nail polish, let me assure you, it’s NOT.

It’s about the power of a name.

Using a name that implies benefits or an outcome—especially benefits or an outcome that are desirable to your ideal clients—is marketing magic.

It’s the equivalent of GOLD in the branding world.

Just consider how much those three little words—Shellac Nail Treatment—convey. Those are some hard-working words.

By the way, I checked and Shellac Nail Treatment is trademarked—smart move by it’s owners to protect their creative and valuable name.

My question for you is, are you using powerful, hard-working words to market yourself, your services, and your business?

What business name are you using?  What label do you use to describe yourself?  What do you call your programs and services?

If you’re using generic descriptive labels (like long-lasting manicure…or life coach, wellness coaching, business consultant, etc.), you may be getting your message across, but it surely doesn’t have the impact of what I call a “Designer Label.”

A unique and memorable brand that is represented by a Designer Label works harder for you, and helps you attract more attention, more clients, and more opportunities.


About Debbie

Debbie worked in marketing for 32 years and ran a successful coaching and consulting business for 19. She now teaches marketing and helps people find greater happiness and success by learning how to Follow Inspiration.

2 comments on “What’s in a name?

  1. Hi Debbie!

    I’d love to hear your thoughts about solopreneurs using their own name versus creating some other name for their business.

    You, for example, use “Debbie LaChusa – The Business Stylist” – you are your brand. How does that position you differently than if you created a business name that you were the CEO/Owner/etc of?

  2. Great question Kellie. I’ve done both. However I didn’t use my name until AFTER I had already become known in my category and my name carried some meaning. And even then, I added the title The Business Stylist. I could have JUST used The Business Stylist, but my brand has been an evolution over the years from 10stepmarketing to 6-figure Work-at-Home Mom, to Career-at-Home Mom to Debbie LaChusa, The Business Stylist. I purposely included my name to help my clients “follow along” and stay with me through all the changes.

    When I started out online, no one knew who I was, so if I had tried to brand myself using my name it wouldn’t have meant anything to anyone – not good criteria for a brand (unless you’re a corporation with big bucks and you can “buy” that awareness through tons of advertising.

    Even though I have a following and my name is known now, the title The Business Stylist (I call it a Designer Label) communicates something meaningful to people who DON’T know me, so I think if you’re going to use your name, you need some kind of name to go with it for the most impact.

    JUST using your name is tough, unless you’re Oprah or The Donald or someone else who has become famous for being yourself. It doesn’t set you apart…it doesn’t say what you stand for…two important criteria for a strong brand.

    Make sense?

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