Crafting Innovative Brand Identity for an Online Gifting Delivery Service

Dear all,

I owe a lot to HR for providing solutions to many of my HR-related problems. After a break, I am now getting back to work, specifically focusing on online gifting. I am in need of an innovative name for an online gifting delivery service, different from the usual options. Additionally, I kindly request your suggestions for important items to include in the catalogue, apart from the traditional choices of flowers, cakes, and chocolates. I would be very grateful for any input from my HR buddies here.

Regards,
Sari

Hi Sari,

I will not suggest a brand name for you; I believe that it is far too personal to do so. I will, however, suggest the mindset you should be in and some tips:

First, pinpoint your strengths - why are you the best? What do you do/deliver that is unique? Then consider the customers you are targeting. What do they value most? For example, authenticity, customization, value, etc.

Finally, think about how you can best express these principles effectively through words.

1) Take inspiration from everywhere. Write down the first few ideas that come to mind, including symbols and logos. Think about your service, products, and your personality. Try using metaphors and word variations.

2) Make your brand name memorable. If it sounds like something else, it will not be memorable. Committing to supporting a charity (say, 1% of profits) makes a name memorable.

3) Make sure it matches your company's mission. Alexandra Watkins of "Eat My Words" has come up with the SMILE and SCRATCH test:

SMILE - the qualities of a powerful name:

Simple - one, easy to understand concept

Meaningful - your customers instantly "get it"

Imagery - visually evocative - creates a mental picture

Legs - carries the brand, lends itself to wordplay

Emotional - empowers, entertains, engages, and enlightens

SCRATCH - it off the list if it has any of these deal breakers:

Spelling-challenged - you have to tell people how to spell it

Copycat - similar to a competitor's names

Random - disconnected from the brand

Annoying - hidden meaning, forced

Tame - flat, uninspired, boring, non-emotional

Curse of Knowledge - only insiders get it

Hard-to-pronounce - not obvious. relies on punctuation.

In other words, a name should make you SMILE instead of SCRATCH your head !!

I hope the above helps, and please do share what you come up with.

Regards,

Harsh