‘Blackberry’ doesn’t say ‘babies clothes’ to me

One young entrepreneur was asking for advice on her babies’ clothes business on a women’s business forum. She had decided to call it ‘Blackberry Babes’ and wondered if it was a good name or not. This is my response:

I’m still a little confused why you need to use ‘blackberry’ – is there some underlying reason for this? I immediately thought of the hand-held electronic system. I certainly agree that ‘babies’ is better than ‘babes’.

I should take a good luck at the USP of your product. What is special about it? What does it have that your competitors haven’t? Does it use special fabrics, are the colours significant, does it cater for specific kinds of babies’ requirements, or what?

Then I would think about how it change the lives of the babies, or their mothers. Concentrate on that phenomenon when you do your marketing. For example, an ironing service shouldn’t talk about what they do, ie your ironing, but what their customers can do if their ironing is done by the company, ie free time with the family, weekends free from household chores, no more ironing piles towering on your washingmachine! You should be describing ‘what’s in it for them’, not your product, because customers couldn’t care a tinker’s toot about you or your business, they only care about how it affects themselves.

What is so special about your babies clothes that marks it out as different from all the others, has a special element that makes the recipients lives better, and offers excellent value? Take these facts, work out your ‘keywords’ and create a name using them. For example, a courier service called ‘Fetch it now!’ – says exactly what’s on the tin.

Why this and not ‘blackberry’? ‘Blackberry’ doesn’t suggest to me baby clothing, it suggests to me more of food, or blackberry stains on sticky babies. If you are going to have a website for your company (hopefully an e-commerce one where mothers can buy on-line) by having a keyword rich name will not only make it easier for the search engine spiders to find your company, but easier for search engine users who type in those ‘keywords’ in their searches for baby clothes, not to mention the mothers who will understand exactly what you can do for them.

The result may be a little more boring than ‘Blackberry babes’ but if you want to survive on the internet, being cute and pretty won’t cut the chase.

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