LESSON #22: Branding and Naming Your Product

By | August 27, 2008
178 Comments

In the past few lessons, we’ve gone through the process of selecting a niche market, and defining the topic of your information product.

Now we need to talk about your branding strategy and come up with a title for your product…

(Watch this video…)

Join my coaching club

Main points:

  • You can come up with your product name AFTER developing the product, but I personally like to do it at the beginning of the process because…

    1) It allows you to begin with the end in mind, and have a strong vision of the finished product.
    2) It enables you to get a jump start on some marketing activities.
    3) It helps you determine how the product fits in with your overall brand.
    4) If the product is being outsourced, a title helps provide focus and direction.

  • A brand is a collection of words, images, and ideas which represent and identify a business.

  • Branding is the process of integrating a company’s brand into everything they do.

  • We often associate branding with logos. Companies like Nike, McDonald’s, Mercedes, and others have shown the power of branding with a logo… BUT you don’t need a logo to have a good brand, especially when it comes to information marketing.

  • Example of Eric’s Tips. What kind of branding have I done? Compare consistency of my website, emails, videos, etc. Not just words and colors, but also the style.

  • Here’s what good branding does:

    – Invokes trust
    – Builds loyalty
    – Connects emotionally

  • Examples on the video of branding by Armand Morin, Jeff Alderson, and Brad Callen.

  • TOMA = Top of Mind Awareness

  • You only need to worry about gaining TOMA in YOUR niche.

  • The method by which you brand yourself really depends on your target market. That’s why you need to know WHO they are.

  • Convey your image in a way that resonates positively with your target market.

  • Consider your branding strategy before coming up with a product name.

  • Naming a product can involve in-depth linguistic science, but it doesn’t have to be that complicated.

  • If you ARE planning on doing some serious branding, then a trademark is something you may want to look into.

    – Trademarks can be registered directly through USPTO government site
    – If you want help, try Legalzoom

  • In general, you do NOT need to worry about registering a trademark for an info product. However, you should search to make sure your brand/product name is not already a registered trademark. You can search for free using the TESS system at www.uspto.gov

  • Here are some guidelines to help name a product…

    1) Brainstorm adjectives

    2) Get synonyms (http://thesaurus.reference.com/)

    3) Focus on the benefits (not the features)

    4) Make it easy to pronounce, and easy to remember

    5) Must be catchy enough to stop a member of your target market in their tracks

    (think shocking, provocative, exciting, controversial, motivational…)

    6) Look at the ClickBank marketplace to see the titles of best selling info products (just don’t get suckered into buying them)

    7) Consider “How to…”

    8] Try my reduction method. (It doesn’t always work, but sometimes it does)

    – Write down exactly what the product is.
    – Condense it into 1 sentence.
    – Then condense it into 4 words or less.

    9) Play with the title scorer: http://www.lulu.com/titlescorer/
    *Just DON’T put much stock in it (seriously), because information product titles are different from bookstore best sellers.

    10) Split test titles on Adwords

    11) Consider a traditional title/subtitle format. (Title gets attention, subtitle explains what it’s about)

    12) Google it in quotes to see if someone is already using your title.

    13) Get feedback.

    Action steps:

    1) Think about your branding strategy, and decide whether it will affect your title

    2) Come up with a title for your product

    Keep in mind that you CAN always change the title later on. It’s not set in stone!

    After you’ve come up with a title for your product, it’s time to stake your claim on the web and register a marketable domain to go along with it. There are good domains and bad domains, and I’ll be talking about all of that in the next lesson.

    As always, you are welcome to post your questions and comments below 🙂

    Have a great day!

    Tweet

    • 178 thoughts on “LESSON #22: Branding and Naming Your Product”

    1. Tom Curran

      Hi Eric,

      Yes, I agree with you Eric. The branding and naming of your product can be important to your future success. If a person chooses the right name, this could bring a lot more traffic to your site.

      Eric, I would suggest coming up with the top three names that a person likes and getting those names registered as a domain for a website. After that, you can always play around with them to see which one you like better. In addition, the other two names could be used at a later point to drive traffic to your main website.

      Thank you for another great lesson packed with valuable information.

      Tom
      http://www.vipmarketingsecrets.com

      Reply ↓
    2. eyal

      is it ok that i still didnt find what information product i want to do? or the lessons now begin to poeple that choose already what to create.

      thanks

      Reply ↓
    3. Eric Post author

      That’s not a bad idea Tom. I’ll be talking all about registering domains in the next lesson, and I’ll mention the possibility of registering a few domains for the same niche 🙂

      Reply ↓
    4. Eric Post author

      Going forward, the lessons are geared for those who have chosen a niche. I suggest going back to the previous few lessons and try to come up with a niche that you’re interested in which also shows good profit potential. You can certainly keep learning by watching all the lessons, but you’ll learn better if you can actually DO the things I’m teaching.

      Reply ↓
    7. Michaela

      Hi! Eric,
      If I’ll tell you that in each lesson I am learning something new, I’ll just repeat myself.
      For lesson 22 I’ll tell you something different.
      I am a person who buys a lot of e-books, books, you name it, and I have the habit of reading them. This is me, I am comfortable to learn reading and applying, and I never buy a publication and let to collect dust.
      In Lesson 22 you give us info what is unique in nature, in none of my readings guru or not-guru, nobody explain the importance of branding your business in such details. It is not only good training it is unique and deep enough to be useful. Tomorrow I’ll start watching one more time the video and I’ll start thinking about the interesting concept of “the value of branding my business”, and I’ll do my best to come up with a title. The process of choosing a niche is done.

      Thanks a lot, the lessons 19-22 are incredible useful, really deep knowledge, and 22 has unique info for me. You are an excellent teacher!
      Michaela

      Reply ↓
    8. Edward

      Hi Eric,

      In terms of branding, i believe it should not be too long and always easy to remember and catchy as well. This way we get a good first impression as well to our customers or visitors to our website.

      A short question: Is it better to use a 3rd party autoresponder or is it better for us to setup our own autoresponder on our own website? Recently I setup my own autoresponder using ‘Media Autoresponder‘, what would you really recommend?

      Thanks for another wonderful lesson with important information for us all to follow.

      Your Free Digital Resource Center
      http://www.dbookworm.com

      Reply ↓
    9. Kaycee

      Eric,
      I want to thank you for the enthusiasm that you express with your knowledge, you instill into your students. Your lessons are complete and easy to follow.
      I understand branding, as the field that I am currently working myself out of, has established itself with branding their, colors,store layouts, decor on the wall, text of boldness in their title of business, as well as the uniform tops that identify their employees.
      Indeed with much gratitude thank you
      Kaycee

      Reply ↓
    11. mark

      Hi Eric
      And Done I tried putting http://www.ericstips.com/tips/lesson23/into the address bar and hey presto nothing…
      Cheaters never prosper.
      I want to get on with the meat of the project. I made friends with a web master who’ll advise me on key issues. But still the tech side is still all Greek to me.

      Reply ↓
    12. Lisa Simpkins

      Is there a way to get all the lessons from no.1 through to the last one.(The URL`s to the videos)
      Thank you

      Reply ↓
    13. Cody Swall

      Yes, cody is my real name. Buffalo Bill was my Great, Great, Great Uncle. thanks for the insights. You make a lot of sense. Small wonder you make a good living at this.
      Cody

      Reply ↓
    14. Free Videos - How to Set Up a Cool Wordpress Blog from Scratch

      Hi Eric, as Richard says this can be the fun part but also another make or break strategy. Your product name is like a mini headline that either attracts instantly or gets ignored. Just like a compelling headline if your “name” is irresistible…if the reader just has to find out more you could be on to a winner…

      Fantastic course btw

      Cheers:)
      Glen Crosier
      Brighton, UK

      Reply ↓
    15. Halina

      Hi! Eric,
      I absolutely agree with Michaela. You have the best ability to teach. Everething you teach is simple, clear, very useful. Plus every lesson has a great power of motivation.
      Thank you for another great lesson!
      Halina

      Reply ↓
    16. HILMI ISMAIL

      Hi Eric,
      I am right here following your Lesson 22. I have been reviewing and reviewing all the Lessons. It’s just awesome.
      I just started doing Affiliate Marketing online and doing Network Marketing offline. Your Lessons are indeed very helpful.
      I am very excited and looking forward to every one of your coming Lessons!.
      Thank You very much.

      Reply ↓
    18. john d. vastin

      I HAVE BEEN FOLLOWING WITH MUCH INTEREST THE WONDERFUL EXPERIENCE YOU ARE SHARING WITH US. THEYARE JUST EXACT FOR BUSINESS START UP.MAY THE LORD BLESS YOU.

      Reply ↓
    19. Jason

      Just wanted to add that if you need help with a filing like trademarks or domains, you might try The Company Corporation. I’ve used them in the past. Prices are reasonable, and I liked having someone else do the work. http://www.incorporate.com. Hope this helps.

      Reply ↓
    20. Michael Smith

      Hi, Eric!

      This is not about bran name. Although we might run to you again for your opinion. We are now in the process of creating a website. What can you say about SBI or SITE BUILD IT. Also, how about Blue Voda?
      Have you heard of them?

      Sorry too much questions. Thank you for your very helpful inputs.

      Blessings,

      Michael and Jill

      Reply ↓
    21. Elaine

      Eric,

      Your lessons give us so much to consider and this latest, Branding and Naming Your Product is no exception.

      At one time I created promotional brochures and I always turned to others in my department for ideas for titles. Perhaps it is because of this history that this particular lesson has resonated with me.

      What a simple concept: sum up exactly what the info product does in a single sentence, and then condense its purpose into three or four words. Simple, yes, but one I never would have thought of on my own.

      I am sure your lessons make a meaningful difference in many people’s lives. Mine is no exception.

      Reply ↓
    25. Eric Post author

      Yes you can brand PLR products. In fact, that’s probably the most powerful way to use PLR: change the face of it and brand it as your own.

      Reply ↓
    27. Eric Post author

      Not yet. I’m still making them and publishing them as they’re completed. I’m currently playing with some ideas to compile them and format them into a stremlined course for people to go through more quickly…

      Reply ↓
    29. Eric Post author

      “Your product name is like a mini headline that either attracts instantly or gets ignored.”

      Well said!

      Reply ↓
    31. mark

      THAT WAS ME! I READ ONE OF THOSE 30 EBOOKS ON HOW TO MAKE $1000PER DAY AND AFTER THE INITIAL HERES WHAT YOU DO……AND THE PROBLEMS WITH A DAY JOB……..
      SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT…….. YOU’D HAVE THOUGHT HE’D HAVE A LINK…. OH THAT’S RIGHT HE DID http://WWW.SITEBUILDIT.COM lol

      Reply ↓
    32. mark

      Hi Eric I wondered if you could recomend a site for constructing a web site. Like The “in plain english” The common craft show.
      I know it’ll be longer but Ive just spent the last 16 hours learning every thing from wiki’s to rss feeders and delicious bookmarks and joomla web construction.
      I’m not suffering from info overload I’m just itching to learn and to put it together.

      Great Great Great Great Great Lesson.
      and The next internet millionaire looks so cool
      did you sell it to any TV companies?
      Regards
      Mark

      Reply ↓
    33. Carol Bishop

      Hi Eric,
      I love what you are doing here for us.
      I have a question I am really hoping you can help me with.
      Actually, 2 questions.
      We are a clothing manufacturer and we supply boutiques with high end baby clothing. I just opened a retail site last week on the Yahoo Store platform to get started.
      I am working on a blog and also free info products too – to be. See why I love your generosity? I am learning so much and I thank you.
      OK – on to my questions:
      1. Do you have a recommendation for a company or mentor who combines Web 2.0 with retail sites for a Free or resonable fee? (I know of $10,000 web designers but that is not what I want to do. I want to do it myself if possible.
      2. Do you recommend a video recorder for website videos? Easily editable.

      Thanks so much,
      Carol

      Reply ↓
    34. Adesegun Akitoye

      Eric,

      Your explanation on branding strategy which embrances words, images, ideas, logos, colors, style etc. was well outlined.

      Your definition of good branding which are invokes trust, builds loyalty and connects emotionally was well articulated.

      Thanks for the good services which you are rendering to the Community.

      Together we shall win!

      Adesegun Akitoye
      http://www.repeatrichrelief.com/pips.html

      Reply ↓
    36. Bob

      Hi Eric,

      I have watched most of the lessons more than once and can’t say strongly enough how much I thank you for them. The slower speed at which you are moving should allow many to really think through each step and avoid becoming discouraged.

      I have two products (small ebooks) and a couple of web sites on which to promote them and hope to do so successfully with your lessons. I would like to be able to send you a PDF but cannot find any way to do so direct and did not want to bore 9or give it) to all 34,000 subscribers.

      After this last lesson I did a Google search for “Erics Tips” (I follow all the links you use in the lessons). There was a particularly offensive, at least to me, paid add there by a would-be competitor of yours with the text: Erics Tips Forget That… I don’t know if you would want to comment or not but I was wondering how you might address them.

      Please continue with these great lessons.

      Bob

      Reply ↓
    37. Eric Post author

      We’re just a few lessons away from starting to put together your website.

      We did not sell TNIM to any TV companies, as of yet. We had some that were very interested, but it’s tough to get a show picked up.

      Reply ↓
    38. Eric Post author

      I agree with Gary, XSitePro is a great program. Here’s my affiliate link for it:

      http://www.xsitebuilderpro.com

      To answer your other questions…

      1) for online retail, I honestly recommend StomperNet. Brad and Andy really specialize in that area (doing millions per month with their e-commerce), and I know they’re using some web 2.0 stuff as well. They have a new program coming out in about a week, so if you will remind me I’ll send you the link as soon as it comes out.

      2) for screen capture videos like the ones I make for these lessons, I use Camtasia:
      http://www.techsmith.com/camtasia.asp

      Reply ↓
    39. Eric Post author

      That’s basically a “leech” method of affiliate marketing. They are leeching off my noteriety for their benefit. Fortunately the ad is not too slanderous or else I would probably do something about it.

      On the one hand, it’s a very smart technique, and it often works well (I’m sure it works much better when leeching off people who are more famous and more searched than me).

      On the other hand, I do not recommend ever using someone’s name or brand name in a slanderous way in an ad.

      This is one reason why it would be smart of me to trademark “Eric’s Tips” (hmmm, I think I’ll do that). With a trademark, I could request Google to kill the ad.

      A more acceptable (yet equally leeching) way for them to have written the ad would have been something like…

      Eric’s Tips?
      If you like them, you’ll love this…

      Reply ↓
    41. Michaela

      Yes,
      I am using xSitePro as well to design my websites and I am very happy with it. It is intuitive, easy to use, a lot of functionality build in and very good support. I probably put only 3-4 questions, and I got my answers in 4-6 hours and the answer was 100% accurate and applicable.
      Regards
      Michaela

      Reply ↓
    42. glenn

      Eric:

      I am enjoying your lessons and have an ebook in mind; however, I do not know how to proceed with the PDF development nor what software program I will need. Will your future lessons
      give me information on this, or can you refer me to another source?

      Glenn
      http://www.wealthinfoplus.com

      Reply ↓
    43. Michaela

      Hi!
      I used all king of graphics in the past, but starting 2008 I am creating my own graphics, sometime I have good ideas, sometimes I do not, but at lease I am original (in 2008!).
      I am not as talented as Eric is, you will see soon my graphics on my first niche I am working on, and I will welcome constructive criticism.
      I have spent Labor Day weekend creating: a concept, a logo, a header, and footer.
      I am happy with them, but art is subjective, and I’ll use them as soon as we begin to build: website, blog, first ebook etc
      This will be part of my branding effort starting now.
      Eric this is not a competition; but I value your artistic eyes, and I really want to know your opinion when I’ll publish my first peace of work within this e-course.
      By the way, I need a good free software to create covers.

      Until then, Happy Labor Day to Eric family and all my pears on this e-course.
      Michaela

      Reply ↓
    45. Pete Moring

      Hi Eric.
      Regarding branding.

      A good while ago I registered the domain name fred67.com for personal reasons.
      The fact is, I’ve got so attatched to it that I’m associating most of what I do online to the fred67 prefix. Naturally it slips off MY tongue easily and I find it a memorable, short & easily recognisable logo.
      I’m now quite worried that it actually doesn’t MEAN anything to anyone else. Although having said that, ‘Google’ was just a nonsense made up word once, so maybe there’s hope after all.

      Pete.

      Reply ↓
    46. eyal

      hi Eric. please help with one thing!!
      if i know to find a great small niche very targeted one , can i make money by selling this targeted domain name that i buy ? (i am talking about small niche but very target). what do you thing?

      thanks

      Reply ↓

    47. Pingback: LESSON #23: Choosing and Registering a Domain Name | Eric’s Tips

    48. Eric Post author

      It’s hard to say without knowing the specifics. Here’s the key in this stype of situation… can you REACH the members of the niche? If you know how to get your product in front of them then you can make money from it.

      Reply ↓
    49. Eric Post author

      It’s funny you ask 😉 I address this exact thing in lesson #23. Generally I think it is not good to have a number on the end of your domain like that. I’d recommend coming up with a different name for your main brand.

      There are always exceptions. If you can achieve true top of mind awareness with your branding it can become a powerful brand name (Think “Phillips 66” gas stations, or 43things.com).

      However, it is tough to achieve that level of branding. Also you’re inviting competitors to easily undercut your brand. For example, suppose Fred67 becomes super popular. How easy would it be for someone to register Fred66, Fred68, and (gasp) Fred69 and start leeching off your success? then Fred77, Fred767, etc… and soon your brand could be lost in clones…

      Reply ↓
    50. Eric Post author

      Yes I will cover PDF creation in the lessons 🙂

      In the mean time you can do it for free with Open Office.

      Reply ↓

    Leave a Reply

    Your email address will not be published. Required fields are marked *

    The maximum upload file size: 50 MB. You can upload: image, audio, video. Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded. Drop file here