Did you know that you can rename CosMedical’s products and customize their product descriptors to make them fit your brand and product line? This can help define and differentiate your brand so that you stand out to buyers and sell more products.
Here are a few strategies that some of our partners are using to build a successful product line customized to their brand.
Start with Who You Serve
Before we can start discussing product names that are on-brand, we need to first consider how brands are defined and presented in the first place.
In today’s world, marketing is most successful when it targets a specific audience. You don’t want to be “just another skincare line for everyone”, because that would make you seem only average and not stand out to anyone. Instead, focus on what makes you unique and who you can help the most.
Think of all the patients you’ve seen in the past month. Ask yourself these questions:
- What age group(s) and demographics form the majority of your clients? Example: 30-42 year old women.
- What skin concerns are most commonly presented? Examples: acne, anti-aging, hyperpigmentation, etc.
- Which patient did you help the most? Example: Julia, who I helped significantly reduce her blemishes for the first time in her entire life, within just a few weeks.
The idea here is to refine an ideal customer profile, sometimes known as a persona, to create an image for the kind of person you’d like your brand to connect with. Personas are not an abstract, impersonal idea – think of real clients or friends that you know already love your products and brand.
Once you have an ideal persona in mind, give them names. For example, let’s say your patient, Lindsey, is your ideal customer. When you’re deciding on a product name, a marketing piece or a message on social media, think of your personas: “What is Lindsey looking for? What matters most to her? Will this name resonate with her?”
How you define and present your brand is as much about who your customers are as it is about who you are. When done correctly, the way you present yourself will attract the right kind of buyers and deliver them as much value as possible.
Selecting a target audience is just the first step, and we recommend you continue to refine your ideal customer over time as you discover more about them, including what resonates with them and what doesn’t. Continuously iterate to discover who you can help the most, defined as specifically as possible.
Your Brand and Product Naming
Your brand isn’t just the overall image and ideas that you present to the world that guide everything you do – it’s also applied on smaller scales in individual products and facets of your business. In other words, each product you sell represents aspects of your brand that can appeal to a section of your audience.
When customizing the name for a product, we recommend you focus on two main principles:
Start with a key benefit. A product name should indicate a promise that patients can expect when they use the product. Ideally, this should relate to an outcome they desire, also known as a benefit, such as “Firming” or “Brightening”. Feel free to get creative with synonyms, but as a general rule of thumb, clear is better than clever. Make sure the product name helps the patient understand what the product can help them with.
For a complete list of the benefits of each of CosMedical’s products, visit our Product Manual in the Resource Center. While each of our products has multiple benefits, you can select one key benefit to focus on based on what matters most to your target audience.
Connect it to your brand. The product name should also relate to your brand’s identity, values, and overall messaging.
For example, if your overall brand is built around offering vegan, medical grade skincare, individual product names could include keywords or icons that callout “Vegan”, “Medical Grade”, “Eco-Friendly”, or “Natural”.
You might also find it helpful to name several products in relation to each other. For example, you could have steps on products that represent a step in a regimen, such as: Step 1 for cleanse, Step 2 for boost, Step 3 for treat, Step 4 for protect, which can make bundling, marketing, and upselling easier.
Resources To Help You Succeed
Custom name, label brand customization and design services are just the start of how CosMedical can help you define your brand and sell through more products. We can also help you with product displays and storefront items such as our acrylic cubes, which will draw customers’ eyes to particular products, groupings, and promotions without distracting from the merchandise itself. We also support our partners with customizable sales flyers and emails each month to introduce products and promotions easily.
To learn more about the different ways CosMedical can help your business grow, click here.
