Have you ever wondered what it takes to win at loyalty? There’s a lot to consider when it comes to creating a successful loyalty program. But before you even begin working on the features, you’ll want to figure out a name for it first. A loyalty program’s name is commonly undervalued but is crucial to establishing a relationship with the customers who want in. The name will determine how your customers feel about the program even before they sign up for it. To make sure that the name encompasses a lasting impression on your shoppers, here are some essential tips that you can follow while naming your loyalty rewards program.
The importance of loyalty reward's program name
Ultimately, your program’s name is responsible for setting the tone for your shoppers and members alike. It may be the difference between a customer choosing to connect with your brand community, or shop elsewhere. Which means a generic name like “My Points Program” won’t do the job if you’re looking for a high-performing loyalty program.
Here are some things to take into consideration when you’re naming your loyalty program:
Link the name to your brand
It’s important for the name of the loyalty program to be tied to your brand and its values. This enables your customers to own a second reference to your brand right from the beginning.
Simplicity is key
Ideally, the name of your loyalty rewards program should be simple and descriptive. Off the bat, once your customer hears the name they should be able to determine that it refers to a loyalty program. Be sure to make it simple to grasp and easy to remember for your customers.
Employ Emotional Branding
In essence, a powerful loyalty program is one that speaks to its customers ego, needs and aspirations. Finding a way to evoke the emotions of your shoppers is key to pulling them towards your brand and getting them closer to making a (hopefully) life-long commitment.
A successful rewards program stands out from the competition by being memorable.
Emotions are one of the most effective ways to encourage customers to connect to your brand’s community. In a world that’s continuously changing, the stakes are getting higher for brands. Customers these days aren’t only looking to make purchases and leave, they’re increasingly looking to connect with brands at a much deeper level. As such, what you name your loyalty program can go the extra mile in fueling their desire to become a member of your community. Your loyalty program’s name should inspire an emotion that aligns with your brand and the products you sell. For example, if your brand targets male shoppers, perhaps you would like to inspire confidence through the name of your loyalty program. On the opposite end, if you’re a jewelry company you may want to evoke the feeling of elegance, happiness, romance or commitment, when a customer thinks of your brand. Regardless of the type of products you sell, emotion is key to building a relationship with your customers.
So how can you build emotional connections in the digital world?
Emotional relationships do not have to be difficult to create from behind a screen. Learn the way value-add marketing and brand communities have the ability to attach you to your customers in ways which have an implausible impact on your business.
4. Incorporate your loyalty program currency
Customers will only want to participate in your rewards program if they believe it can deliver value. This is often why a tremendous rewards currency can be instrumental in delivering on its promise. For example, a cosmetics company who offers customers “Beauty Bucks” as a part of their “Beauty Bucks Boutique” program sounds plenty more appealing than a competitor that rewards shoppers with “Beauty Points” for joining their “Rewards Program.” By putting value at the forefront of their program, the primary brand is guaranteeing that its members will receive an exceptional experience that’s satisfying, relevant, and on-brand.
Your program name has to clearly communicate the value-add of joining your program.
When you incorporate your currency into your program name, you build a transparent connection between the value you’re promising and the value you deliver. This correlation will strengthen your program in its entirety and help emphasize the value customers can expect to receive after joining your brand community. Now that you have a better understanding of what it takes to create a name for your loyalty program that speaks to your brand, you can get to work on building the features it needs to succeed.
