Best Practices to Craft the Perfect Name for Your Loyalty Program
Launching a loyalty rewards program is an excellent strategy to boost customer engagement, improve customer loyalty, and drive repeat business. However, one crucial element that can significantly impact the success of your program is its name. A well-chosen name has the power to create intrigue, capture attention, and make your program memorable among customers. It serves as the initial point of contact, conveying the essence of your program and setting the stage for a lasting customer relationship.
In this article, we will delve into the art of naming your loyalty rewards program. We will provide you with valuable tips and creative examples to guide you in choosing a name that aligns with your brand, resonates with your target audience, and effectively communicates the benefits and exclusivity of your program. Whether you’re starting from scratch or rebranding an existing program, these insights will help you create a name that stands out, builds customer loyalty, and drives participation.
3 Steps to Choose a Unique Name for Your Loyalty Program
1. Understand Your Brand Identity
Before naming your loyalty rewards program, it’s essential to have a clear understanding of your brand identity. Consider your brand values, target audience, and overall brand image. Is your brand more playful and lighthearted, or does it convey a sense of luxury and sophistication? Gain a deep understanding of your target audience and their preferences. Consider their demographics, psychographics, and motivations. What appeals to them? What language and tone resonate with them? By aligning your loyalty rewards program’s name with your target audience’s preferences, you can create a stronger connection and enhance their engagement.
Understanding your brand identity will help you align the program’s name with your brand’s tone and personality.
2. Keep It Fun & Memorable
A simple name is easy to understand, pronounce, and remember. Avoid complex or lengthy names that can be confusing or difficult to recall. Furthermore, adding an element of fun to your loyalty rewards program’s name can make it more engaging and enjoyable for your customers. Consider incorporating playful or lighthearted words, puns, or clever wordplay. This injects a sense of excitement and positivity into the program, making customers eager to participate and earn rewards. However, ensure that the fun element is consistent with your brand identity and target audience.
Additionally, a catchy name captures attention and stays in the minds of your customers. It stands out from the crowd and creates curiosity. Consider using techniques like alliteration (repetition of similar sounds), rhyming, or unique word combinations to make the name memorable. However, be careful not to sacrifice clarity and meaning to pursue catchiness. The name should still effectively convey the purpose and benefits of your loyalty rewards program.
3. Emphasize Exclusivity
People are often attracted to exclusive offers and opportunities. Highlight the exclusivity of your loyalty rewards program through the name itself. Incorporate words like “VIP,” “Elite,” or “Exclusive” to convey a sense of prestige and make customers feel unique for being part of the program. If your loyalty rewards program offers personalized perks or tailored experiences based on individual preferences, consider incorporating that into the name. For example, you could use terms like “Personalized Perks Program” or “Tailored Rewards Club” to highlight the exclusive and individualized nature of the program.
Remember that while emphasizing exclusivity can be appealing, striking a balance is essential. You want to create a sense of exclusivity without alienating or excluding potential customers. Ensure that the benefits and rewards offered by your program align with the perceived exclusivity to maintain customer satisfaction and engagement.
Now that you understand the principles of naming a loyalty program, it’s time to see real-world examples of successful programs that create a sense of community and drive customer engagement. The following four examples showcase loyalty programs that generate the desire to join, cultivate ongoing participation, and encourage customers to share their experiences with others.
How to Choose the Right Loyalty Program Name?
1. Brand Connection With Creativity
Examples: Delta Airlines, Pixi, and Starbucks
Every loyalty rewards program has points, but you don’t necessarily have to name them as points. The points that your customers earn by participating in your loyalty rewards program can be named differently. Delta Airlines uses “sky miles,” American coffee chain Starbucks assigns “stars,” and UK health and beauty brand Pixi confers “Pixi dust” with loyalty purchases. Creativity here can help customers to connect with your brand instantly.
SkyMiles Loyalty Program
For example, a pet supply store could refer to points as “treats” or “biscuits,” while a flower shop can refer to their points as “petals” or “blooms” etc.
2. Adding the Right Visual Elements
Examples: Ulta and Macy’s
The impact of a visual is a thousand times more than just words. Whatever name you chose, it is important to have an impactful creative. A picture is worth a thousand words, and when it comes to a loyalty rewards program, a powerful picture is an incredibly efficient tool for you and your company. 90% of information transmitted to the brain is visual, and visuals are processed way faster in the brain than text, therefore people respond quicker to it. Especially photos showing faces get 38% more likes than photos not showing faces. The resource also find out that an image showing one person is more likely to be attractive to the user than images showing a group of people, as we are likely to devote our attention to one item
An example in this regard is the Ultamate Rewards loyalty rewards program from Ulta. They use human faces that customers can connect with. Happy and positive images inspire customers and encourage them to be associated with a brand.
Ultamate Rewards Program
If the name isn’t tied to your brand, your shoppers will be lost and not know where to shop. The name should highlight the brand’s value so it has a lasting impression and can be identified easily. You can also run a test with a small group of your customers and see what keywords, and images they use to identify your brand. A great example is Macy’s Star Rewards. Macy’s has a star in their logo and the reward program cleverly references that while making the users feel like stars!
3. Simple & Descriptive
Examples: SKY, Jelly Belly, and Marvel Insider
Simplicity is a prerequisite for reliability. The name you pick should be easy to remember and comprehend. Whatever name you pick for your brand, keep in mind that you and your customers are going to say it often. If you choose a name that is complex and difficult to comprehend it could be a hindrance for you in the long run. A good idea is to share the name with a test group and ask them what they think this name represents. Can the name be easily understood, easily pronounced, and refers to a loyalty program? If they can’t figure out the name refers to a customer loyalty program, it is probably not a good name.
Most companies add one of the following words to their loyalty program: rewards, club, inner circle, insider, member, or points. Interesting examples are Sky VIP Rewards; My Starbucks Rewards; Jelly Belly Sweet Rewards Program, Marvel Insider
4. Emotional Connect
A loyalty program should evoke a sense of emotion in your shoppers. The emotions will pull them towards your brand and encourage the shoppers to make a lifetime commitment. The messaging for each brand may vary depending on your target audience.
For example, a luxury brand may want to entice users about being a part of the inner circle whereas a value-oriented brand may wish to emphasize deal bucks.
Watch the video below to get insights on how to name your loyalty program:
Once you narrow down a few names, try them out in various sentences and see which one feels right for your brand + emotion:
- “I am a member of the Starbucks Rewards program”
- “Have you joined the Marvel Insider Program?”
- “Please enroll for the Macy’s Star Rewards Program”
Your loyalty rewards program name acts as the starting point for your brand’s interaction with your customers. So, make sure to select the same wisely.
