The names you choose in your business to describe products, services or simply the modules in a course or membership site are a vital part of your brand and make a great difference. It is important to choose names that resonate with your target audience. Some research is never a waste of time as you may be surprised by what you discover.
Aldi, the German low-cost supermarket which is extremely popular in Britain has released food-based research in time for British Food Fortnight.
The branding of their products is extremely important to the company. If the name of food, for example, strikes a happy nostalgic message, there is a greater chance it will be popular.
Aldi asked about the names of traditional British foods to see whether “old fashioned” names struck a chord with this audience, and get evidence for their brand name choices.
They discovered that 1 in 7 millennials ( aged between 25 – 34) thought that “Toad in the Hole” was an actual toad, cooked with potatoes. 41% of them simply thought it was a made-up dish. So the idea of advertising Toad in the Hole to this audience would obviously not be appealing. We don’t eat frogs in Britain and the thought of a toad seems even more unappealing.
Perhaps more surprisingly 41% of millennials had not heard of Bangers and Mash: of whom 12% thought the name came from fireworks night and 12% from an 80s pop song.
A third had not tried Bubble and Squeak, and half did not believe Spotted Dick was a real pudding.
Names falling into disuse
Does it matter if this generation does not know these dishes? Presumably they may not have eaten them – let alone know what they are called. And nobody is assuming that these are perfect nutritious meals.
Aldi presumably would conclude that Sausages and mashed potato is not called Bangers and Mash if they want to appeal to Millennials. Even for a special promotion like British Food fortnight. But there is a loss of some local colour in the melting pot of our food choices today. If you were describing food for older people as in a Care Home maybe Bangers and Mash might be considered.
In France there is stronger adherence to traditional local names and practices although Mcdonalds and other fast food chains have made inroads on these traditions
Do names affect your business?
Choosing names is vitally important in your business. From the company name and url to what you call different products or services, and modules within a course.
You have to be clear on your target audience and choose word that are relevant to them. Ideally words that give a feeling of being in the right place, and of belonging and feeling safe. So the customer’s choice of working with you is validated at every stage of their journey.
If Aldi does decide to use these names there will have to be a strong branding around them, and an element of education. Education can be a barrier to purchase and can also be a great opportunity. It is a very powerful strategy which can set your business apart, but it does involve a more campaign-like approach.
Personally I love the occasional treat of a pudding
Apple Crumble, Semolina, Rice Pudding, Jam Roly Poly, Spotted Dick with custard appeal to me as they were the comfort foods of childhood. Others hate them because they evoke unpleasant associations.
Either way they are not eaten as much except in rare circumstances like prisons (apparently) hospital food, or cheerful greasy spoon cafes. I don’t know if they are still a feature of school dinners… but I doubt it.
At my school if we asked what the pudding was we always got one of three replies:
Jam and Herrings
Kippers and Custard
Surprise Pie
Perhaps Aldi would like to bring out a range? Those are branding names to conjure with! For the nostalgia alone I would buy one. But only one!
Think carefully about the names you choose in your business.