| By Newt Barrett |
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| August 2, 2009 05:53 PM EDT |
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649 |
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.
Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers.
Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive.
As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business.
In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology.
He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.
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