What is it?
Having a family of names which use similar elements – such as EasyJet and EasyHotel – makes it easier for buyers to recall you and to understand all parts of your offering.
Why does it work?
It works because being memorable is often overlooked in business. If you have a selection of products or services, it can be easy to name them all differently and not consider how you could make the names actually “work” for you.
Repetition of words, pattern recognition and word association means that in a short while your buyers will understand (or could even guess) what the names are for the parts of your offering based on what they already know.
EasyGroup is an example of this idea taken to extreme lengths – they have dozens of “easy” companies and fiercely protect themselves so other businesses can’t use the term “easy”.
How can you use it?
To make this work, there are two ways you can do it – either as a prefix or a suffix – do you want the word to come before or after the description/original name of your offering?
- CLEAR Sales Message
- CLEAR Sales Process
- Selling Confidence
- Prospecting Confidence
When it comes to choosing the word itself, you’ll need to consider whether a feeling or a descriptive word would best suit your brand and the message you are trying to convey.
Like this kind of stuff? Want more?
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