I have launched or helped to launch a few brands and products over the years. From finding a manufacturer, packaging supplier, designers, label makers, fillers and putting together the marketing strategy are just a few of the tasks needing to get done. However the hardest task is finding the name of the brand.
Some people I have met figure this out in five minutes, they just blurt something out and it sticks. Not for me. I put a lot of emphasis on the name especially since after people start hearing the name they usually ask “how did you come up with that”. This can lead you into a story that will stick with them anytime they hear it.
Well I recently helped launch a company called LUVMRE which sells wellness (CBD focused) and skin health products primarily for Eczema. The founder and I wanted a name that was different than what the products actually did and yet would had meaning for what the company goal was. So first I always gather what is the goal and focus on the company, what is the mission, what is the why and who is the ideal customer. Finding out the ideal customer can be important as you want it to appeal to them, not turn them away. At the same time the name can be very powerful and some people will purchase just because of that. You want it to be memorable and stand out on the “shelf” among thousands of other brands (D2C products only online this is reality).
So why LUVMRE? Let me explain. This brand was thought up because the one founder had issues with eczema all her life and understands just how embarrassing and uncomfortable it can be. I have had issues with anxiety and depression throughout my life and have always wanted something I can do to help others. We started out with two products, each combating those two things. That is the why.
Now doing research we found many women seem to suffer from both of these and when testing out the products they reacted the best with tons of positive reviews. That is our ideal customer but not the only customer. We then threw a ton of names on the wall, like throwing spaghetti. As we went down the rabbit hole and it is easy to get sucked in. We came back to why are we doing this company and what is the mission. We want people to feel better mentally and look/feel better physically. Pretty simple, right. Well then we asked ourselves what really needs to change in order to do this. Well you need to think better about yourself and you really need to love yourself. Have you heard the saying, no one will love you unless you love yourself. Well it is true, when you love who you are and how you look it beings on a new set of confidence and people see this. So we thought, OK our goal is to get people to love themselves inside and out. That is it, we need them to Love More. We then thought how can we make the name Love More memorable and look nice on packaging within one word. LUVMRE came up and we brought that back to those that tried the product and they “loved” it.
I hope this helps next time you are coming up with a name for your brand and it makes a difference.