Only your Mom will buy from you just because you’re in that business
Everyone else needs to know more than just what type of business you’re in but why you’re the BEST. They want to know the benefits and what makes you better in some way, or different. So many people look exclusively for generic terms, thinking that will require less advertising to let people know what type of business they’re in, forgetting that people don’t buy from you just because you’re in that business.
And don’t think that “better service” or “higher quality” counts as a benefit. If it’s not a SPECIFIC benefit it won’t help much. Think about yourself. If someone says you look good today does that make you feel as good as if someone says they like your new hair cut and the color of your shirt really makes your face light up. We believe specific benefits more than general benefits or compliments. So don’t just say you’re better, say EXACTLY HOW you’re better!
You don’t eat generic cereal
So why are you trying to position yourself with a generic name, especially in a crowded shelf? If you’re inventing a new type of business and there really aren’t any competitors it’s more acceptable to be generic or at least descriptive. But if you’re one of a hundred options a consumer has how in the world are you going to get more than 1 out of 100 consumers looking for your service? Because that’s all a generic name says, is I’m in this business too. Don’t be a me-too, be the one that stands out and that everyone else tries to copy.
It’s funny that the smallest newest companies tend to be the ones that look for generic names thinking that makes them sound bigger, yet the biggest companies in any industry go the opposite direction because they know that you need an ownable brandable name to be successful. In short you have to look beyond the obvious.
Here’s a good test: If you couldn’t send a cease and desist letter to a competitor for using your name or slogan it’s TOO generic. Because if what you’re saying isn’t unique to you, you may be promoting the industry as a whole and not just your business. That might be alright in some cases, but if you want to get the full benefit of the advertising dollars you’re spending be unique, different than your competitors, even bold! One related tip is to try to come up with a dozen creative slogans (a creative slogan is NOT a generic description of your business!)
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