Question

Topic: Taglines/Names

Natural Dairy Brandname

Posted by andrehajjar on 2/21/2015 at 11:20 AM ET 250 Points
Hi I am starting a business project about manufacturing high quality dairy products including an organic product line . At the moment my only focus is dairy: cheese and yogurt out of Goat and sheep milk (natural & Organic lines) but other products will add with time and may not be limited nor to dairy nor to organic.(ex. Jams or pickles). I m looking for a catchy brand name that express:
- Natural (no additives or preservatives)
- Healthy
- Quality
- Tasty
- Safe
- Implies the pasture and grass fed goats and Sheep

I need some help in suggesting innovative catchy names. They can be English or French or Arabic but they should be easy to remember and pronounce and not very complex.

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RESPONSES

  • Posted on 2/21/2015 at 1:12 PM Accepted
    Let's start by clearly identifying your primary target audience. Who are these consumers? Where? What are they buying/consuming now? Why would they consider switching to your brand?

    Naming isn't so much about you and your product as it is about being highly relevant to your target consumers. Have you interviewed a representative sample of your target audience? What did they say they want/need? What words did they use to describe the benefits they seek?

    If you have somehow skipped that important step, let me encourage you to go back and start with your target consumers and customers. They have the answers, believe it or not.
  • Posted by Gary Bloomer on 2/21/2015 at 1:40 PM Accepted
    To follow up on Michael's excellent input, let's look at the terms you're using: Natural (no additives or preservatives). Healthy. Quality. Tasty. And Safe.

    In the market place, all these terms have zero substance. https://www.fda.gov/aboutfda/transparency/basics/ucm214868.htm

    They carry zero weight. As more and more consumers become aware of this there will be zero to set products in these categories apart.

    Cheese without additives is called milk.

    Think about this REALLY carefully. Then think some more. Then ponder these questions:

    Healthy according to whom?
    Quality graded against which scale?
    Tasty compared to what?
    Safe for whom and compared to what?
    Organic how?

    To set your products and your company apart in the marketplace you MUST address these issues.
    You need to line all these things up and support EVERY claim with verifiable evidence before you get embroiled in naming conventions. Only then will you be positioned for greater success.

    How does your past experience prepare you for your venture? This history becomes your brand story. Tell this tale proudly and loudly and it becomes your brand history. How will you distribute your goods and how will you guarantee supply and delivery? Where will you sell your products and at what margins? Tell these stories well and they become part of the distribution process that you and ONLY YOU can own because you said it first.

    I'm telling you this to help you.

    This forum isn't just about names and general marketing questions and answers. It needs to focus the attention of people asking questions on other essential elements of their business. Far too often over the last year, these points have either been forgotten or ignored by hundreds of people coming here for answers. The result is that people coming to this forum for advice suffer because they may be lulled into thinking that all they need for a successful business is a "catchy" name (which is both a mistake and a distraction).



  • Posted by SteveByrneMarketing on 2/22/2015 at 2:56 PM Accepted
    Excellent advice from Michael and Gary.

    Maybe something that paints a picture in the minds of the consumer, such as:

    "Pastures of Dairy & Joy"
  • Posted by Jay Hamilton-Roth on 2/22/2015 at 8:53 PM Accepted
    Heart Farm
  • Posted by andrehajjar on 2/27/2015 at 2:10 AM Author
    Thank you for the insights and advice. The questions you have mentioned are very helpful. Here are few answers and thoughts:

    - Target Audience:
    people looking to change habits and taste (from eating dairy based on cow's milk)
    People looking to eat healthy food (currently in the market where we are, lots of dairies use preservatives in high qties more even then the allowed qties and the government is trying to catch them)
    People seeking goat and sheep products with top quality and taste


    - Offering in the market and competitors
    Plenty of products few are tasty, many are not
    Many use lots of the preservatives
    All milk is coming from farms with no natural pasture
    Most of the Alfalfa (cow's food) is GMO
    Few companies are offering Goat and Sheep products
    Concerns by the client about the quality when it come to shepherds in the mountains (versus farms)

    By controlling the milk sources, the shepherds and the pasture we can offer a high quality, safe and tasty product. (change a bit the myth in the market)
    It is a good time especially that the government has launched a big campaign about food safety and there is more awareness in the market place.

    I hope this gives more details.
    thank you again for all.






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  • Posted by Shelley Ryan on 3/10/2015 at 1:28 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in at least 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs
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