How to Create a Brand Name That Resonates with Your Buyers!
The Wigglebutt Inn Gets It Just Right With a Remarkably Wonderful Name
You might not know immediately what overnight guests the Wigglebutt Inn is designed to serve. But, if you guessed that they are four-legged and furry, you would be right on the money. In fact, I’ll bet that most of you not only guessed what the business does but immediately formed a mental image of a happy dog wagging his tail furiously as soon as you heard the name.
Fortuitously, I learned about this brand-new business just after reading an article by Martin Jelsema in BrandNamingBasics.com about the importance of developing your brand name based on a personality-driven brand story. Martin could well have used as an example the Wigglebutt Inn which will open in September 2009 and provide company lodgings for the day or full multiple night stays for our canine pals.
I have no idea if the owners, George and Karen Paul, went through an exhaustive branding process or whether they had an intuitive leap that led them to the name. In any case, they have achieved what plenty of global companies might have paid branding consultants hundreds of thousands of dollars for: a memorable and evocative brand name that conveys in a single word a potent brand promise and personality.
Those of us who cherish our four-legged family members live for those wigglebutt moments of pure joy and happiness. And, because Karen and George have picked such a wonderful name, we will undoubtedly give them the benefit of the doubt when it comes to their ability to keep our dogs happy while in their overnight care.
As you work to create your brand name, think about your ideal target buyers and what will make them smile and nod in recognition when they match your name to what you do. If you get it right, you and your customers may be doing a little bit of virtual butt wiggling, too.
Of course, be sure to let your four-legged friends know about a wonderful new place to stay, the Wigglebutt Inn.
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Thanks for checking out my blog at Business Naming Basics. I just want to say that Wigglebutt Inn is an inspired name. Not only was it the right tone, it’s memorable, relevant, easy to pronounce and spell (except not everyone will distinguish “butt” from “but”). It almost sounds like a Harry Potter abode, doesn’t it? Yet you are right that 99-percent of those seeing the name for the first time will recognize it’s a special kennel. It would be so easy to name such a facility with a descriptive name to “make sure” everyone “got it”. But part of the fun of a good, emotive name is to let potential customers “discover” its meaning. It makes folks proud and feel they “belong” because they “got it.”
Martin, I really appreciate the feedback. Thanks for adding to the discussion. Of course, for us dog lovers, we’ll do almost anything to get those butts wiggling. These business owners really understand their buyer personas.
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