Question

Topic: Taglines/Names

New Company Name Or Old

Posted by Anonymous on 7/24/2012 at 11:38 AM ET 250 Points
I own a food distribution company. We have been in business over 50 years. We recently started selling our products online, via Amazon. The products include cups, straws, and lids, can liners, janitorial cleaners, and canned goods (baked beans, green beans, etc.).

One area that has been really good for us is spices.
For this reason, we are on the verge of bringing a new supplier of Louisiana spices, such as gumbo mix, jambalaya mix, red beans and rice mix, Etoufee mix, blackened spices, seafood boil mix, etc.

The supplier has told us that we can private label the spices. So the first question I have is whether we should use our name (which does not carry much weight) or a name specific to the spices. My gut tells me to use a different name. That is, can a company that sells janitorial supplies really make a good spice in the public’ s mind?

With that being said, I noticed that on Amazon several established suppliers will all list their products for the sale at same price. If a buyer has a choice, which company will they choose? With all things being equal, I like my chances better if my private label has a “catchy” name.

The names my guys have come up, in order of internal votes, are as follows: (1)-Mean Cowboy Mixes & Spices (2) –Kick-Ass Spices, (3)-Voodoo Potions.

If you believe that I need a new private label name, any names and/or tag line suggestions would be appreciated.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 7/24/2012 at 11:44 AM Accepted
    There is definitely a different sales method in selling spices and janitorial supplies. For too many reasons to list, they must be marketed differently.

    Be honest, however. You may have several products under a corporate umbrella. You must be prepared to answer questions from consumers about how a company combines quality in such different industries.

    By all means, create a name for your spices and market them separately.
  • Posted by Peter (henna gaijin) on 7/24/2012 at 12:46 PM Accepted
    Yeah, a different name for the spices probably would be good.

    I like option 3 -Voodoo Spices. But this would limit you to New Orleans style spices. If you want to move to other regional spice blends, then I'd probably go with the Kick Ass Spices.
  • Posted by SteveByrneMarketing on 7/24/2012 at 4:46 PM Member
    In agreement with above comments, you should develop a new brand name.

    "Louisiana Spice & Tea Company" is available as a domain name.

    I know you don't currently sell tea, but "Spice & Tea" just seem to go together. This brand name would provide an opportunity to expand your food related product line in the future. Finding a supplier for tea (or coco and any other specialty beverage mixes) would add a significant revenue stream to your business.

    I also think it adds a certain credibility and food category commitment to the brand.

    It seems worth thinking about.

    Steve

  • Posted on 7/24/2012 at 5:52 PM Moderator
    Different name for spices, definitely.

    Whenever the target audience or the benefits are different, you probably need a new name.
  • Posted on 7/25/2012 at 2:22 PM Author
    Thanks for all the great responses! You have confirmed my initial thought, I need a new name for the spice line. Thus, I have the answer to one of my two questions.

    As a distributor, we represent over 3,000 food suppliers, such as Kellogg's, Gatorade, Bush baked beans, etc. My second question was whether a name would make a difference in your selection, when buying on Amazon.

    For example, it is common for at least 3 companies to list the same item, for the same cost. With all things being equal, would a name make a difference to a sale in your mind. Said another way, if the 3 selling companies were 1) Online Supplier, Inc., 2) Heath's food supplier 3) or Mean Cowboy Provisions; who would you buy from?

    Perhaps naming is not that important in an Amazon sale?

  • Posted by SteveByrneMarketing on 7/25/2012 at 3:51 PM Accepted
    Yes, creating a food related brand name does make a differenece even selling on Amazon. You will have a photograph of the product, with your brand name executed as a "package design" which does influenece the buyer, especially when created by professional package designers. You will begin to create your brand's visual image, as awareness in the minds of your customer's. The total of your customers experiences when buying your products is the branding itself. And who knows, you may want to market your branded products through other channels or direct, more reason to brand while on Amazon.

    I'm a little confused. Are you going to be selling a variety of food related products beyond just the spices. With 3000 food suppliers, why wouldn't you?

    If yes, then you should be developing a marketing plan and creative brief for the new brand name. Who will be buying these products through Amazon? I have some reservations that many, especially women would emotionally connect with "mean cowboy" branded food items. You really need to do your homework on this marketplace or better yet, hire a marketing professional to guide you through the brand develop experience.


    You can post it as a project here:
    https://www.marketingprofs.com/ea/pfh_addco.asp

    hope this helps.

    Steve
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