Know-How Exchange : Taglines/Names

I think you should keep it clean and simple and call them Pig of the Mouth Sauces with each name by the the type. Why confuse your customer with a completely different name on the sauces....people what streamlined media not things they have to have a PhD to figure out...For example - Tyson, Hunts, etc...they don't have but one name with different products....I hope this helps.

So to make sure I wrote this clear...your bottle of sauces would have PIG OF THE MONTH BBQ Sauce and somewhere on the bottle have the flavor.

Pot Belly Premium - Memphis BBQ Sauce
Pot Belly Premium: Texas Brisket and BBQ Sauce
Pot Belly Premium:Carolina Mustard Sauce
Pot Belly Premium: Citrus Grilling Sauce

Why change your name at all? If you've been seen on TV, and people remember you name, what's the advantage to rename/rebrand?

NO! NO! NO! NO! NO!

Do NOT, repeat, do NOT "rebrand" anything.

Know this: whoever it is that's driving this strategy is ill informed, poorly advised, and potentially of grave danger
to the future of your company and its ability to increase sales.

"Rebrand" and I'll guarantee that your sales will plummet, that you'll confuse your customers (all of whom will reject this new guise), and that you'll DESTROY your shelf visibility.

People, once they've found some "thing" (in this case, your product) that they LIKE ... those people (your customers and loyal fans), they buy out of taste, out of feelings of familiarity and community, and out of habit. You muck about with these deeply personal and incredibly powerful forces at your peril!

You already HAVE a brand, what you LACK is visual unity and, more importantly, logo visibility across your product range.

Contrary to what you might think, names and packaging do NOT a brand make ... they are NOT your brand and never will be. Your brand is the sum total of all the good feelings that your customers have about your products, about your story, and about your ability to create a taste experience on the tongues of, and in the minds of your buyers, and in the minds of people who have yet to discover your product line.

The paragraph you've just read is a $10,000 branding consultation in and of itself: my GIFT to you! Free of charge! Value to your bottom line? A year's worth of gross sales or more. Doubt (and ignore) this statement or the contents of this post and it will cost you dearly in lost sales and in customers who will flee—in droves—to other, lesser quality products.

A much better use of your marketing money is to SLIGHTLY ADJUST your label design and to add to it some element of shelf unification so that your customers do not mistake your products for other, similar products. Your presence on the supermarket shelf needs to become an event, your customers need to feel that they have ARRIVED somewhere, somewhere where they KNOW they're in the right place, confronted by the right product ... the product they know, love, and cherish like a well worn though incredibly comfortable pair of boots.

At the moment your logo is buried (visually) in the middle of the label. It might as well be invisible. It needs to be moved UP, so that it sticks up, above the horizontal of your current top trimmed edge.

This die cut will cost you a little to create. HOWEVER, your packaging, sauce names, and product can all be pulled together visually with just these minor tweaks.

This will reposition your product as an old and much loved friend that's appearing in new nifty new duds, as one might dress up to go to a country wedding. Nicely cleaned up, not to flash, sharp looking, and ready to dance up a storm.

The equity you currently have in your product line is far more valuable than you realize. Don't mess with it. What might appear to be old and tired and in need of total overhaul by you is a much loved friend in the eyes of your solid customer base.

With the social proof (as outlined in your "As seen on ..." box, top right of your home page) you're sitting on marketing gold. Get some testimonials up there, and consider putting them on your packaging, and your visibility grows.

Celebrate your heritage, your name, your look, and your story. Make features of these things ... bring them out into the bright light of day and show them off ... and sales will climb.