• by Wayne Langley , August 2, 2018

My daily work often places me in a position to influence the name and image of brands all over the United States. As we specialize in the mature market, all of the brands have one thing in common: They are trying to connect with Boomers and seniors. For some, the name of the brand or organization is a sacred cow that cannot be sacrificed for any reason.

On the other hand, some recognize the challenge that their names create and are open to creative ways to update it. As a marketer, this is one of my favorite kinds of challenge, as it gets to the core of the brand and can make or break its marketing efforts going forward. 

In response to one of these challenges, I found myself falling deep down a virtual rabbit hole of articles and thoughts about brands and their names. My first stop was an article about restaurant naming conventions. As a foodie myself, I found this particularly interesting. Surely, everyone has experienced the current wave of casual, locally sourced dining options, often referred to as “blank and blank.”

These include names like Bourbon and Beef, Brick and Bottle, and Cork and Cap. Just by hearing the name, you can probably guess what kind of food and beverage options these restaurants offer; however, by using the “blank and blank” naming convention, you probably also have an idea of what to expect from their atmosphere and style. Today, this naming convention is becoming played out and the butt of many jokes, but it has served a purpose.

Herein lies the challenge of any good brand name — for it to be truly valuable, it needs to become ubiquitous. To accomplish that, though, you have to spend time and energy creating the emotional associations. Nike didn't become the number one athletic apparel company overnight. The company spent years sponsoring athletes and building its brand. Likewise, retailers like Target, Banana Republic and Aéropostale didn't create a signature style without effort. Heck, their names don't even remotely relate to what they are selling! This is all to say that the creation of a brand takes effort, especially if you want it to relate to a specific market.

Unfortunately, we live in a time when being labeled as an “old person’s” brand isn't desired. Back in 2014, Huffington Post ran an article titled, “I'm Old and This Is Why I Drive a Buick.” I think it's fair to say that, in today's auto market, Buick has been saddled with being the king of “old people” cars.

In the aforementioned article, the author makes some great points about why he likes his Buick. These include the size and space the car provides (perhaps a throwback to the larger vehicles of yesteryear), the leather and wood finishes (also associated with earlier cars) and additional features that help older individuals, such as side lighting headlamps. This is all to say that Buick isn't trying to be sporty or fashionable; rather, it's trying to be comfortable and familiar — the perfect mix for a brand that appeals to an older market.

As you build and market your brand, especially if it is targeted to Boomers and seniors, it is important for you to think critically about what your brand name says about you. Does it have positive connotations, or has it passed its prime? At one time, it was fine to be known as the "Government Employees Insurance Company,” but doesn't “GEICO” roll off the tongue more? It's certainly more recognizable. 

I will leave you with a rhetorical question of sorts, the answer to which you will have to discern for yourself: "Is your brand reaching Boomers and seniors by choice or by fault — and more importantly, is that what you want?"

From that question flows many others that will help you get to the core of your brand.