Think about your favorite beverage. Your favorite shampoo. Your favorite bagged snack.

Do their names mean anything to you? In other words, do you see how important a name is in relation to a product?

A product's name is one of the most essential components to brand development. In fact, without a strong name there is no brand development. Developing a quality product is essential, or course, and paying attention to quality standards, quality sourcing and high-end marketing are all essential components to developing and launching a new private label product.

But if you don't give proper attention and reverence to a product's name, it doesn't stand a chance in the large field that it's competing against.

Let's go back to your favorites. Think about that favorite shampoo. Does the name of the shampoo give you any indication as to what that shampoo can do for your hair? Does the name seem to imply that it will give you lush locks or a beautifully conditioned mane?

It's quite possible you chose that shampoo partly on the basis of its name. If you are cruising through the drugstore looking for that perfect shampoo that will tame your crazy tresses any shampoo that hints at moisturizing or balancing or taming will likely get your attention.

Think about your favorite cereal. If you're a health nut, then you might likely be attracted to a cereal name that implies the cereal is not only high quality but also very healthy. If you like sugary and less healthy cereals, you might be attracted to a cereal name that promises a fruity good taste.

Of course, brand development is much more than a name, but it starts with the name. Marketing your product often centres on the name you choose for the product. Marketing can't begin until the product has a name and having a good, solid, and memorable name is as critical as having a good and high-quality product.

Your private label products should be developed for the discriminating customer. They should feature high quality ingredients, interesting and unique packaging, marketing that brings attention to the product, and sourcing that ensures all of the ingredients and other components of the private label products are top notch.

But at the end of the day, when a customer is rolling their trolley down the store aisles, it's the name that will help to get that product into the carts.

Blog by Joseph Marando – Impulse Products