Viva’s Blog: What’s your label?

Just like brands have colors, logos and images they aspire to “own” and be recognized by, savvy marketers carefully select labels to propel their brands. Pick the right label and you set the tone for customers and employees.

Scholars not students
Entrepreneurship Preparatory School (E Prep) in Cleveland calls students “scholars”.  Why? Calling them scholars, particularly children who come from homes where dropping out of school is far too common, sends a message to the students, their parents and their teachers. It’s a call-to-action, a strong directive that says we’re serious about academics. It raises the bar and challenges all parties. And, it’s differentiating.

Geniuses not tech support
Apple reimagined the retail experience and as a result, has become America’s most profitable retailer. It starts with a personal welcome from the concierge when you walk in the door and continues as the specialist (personal shopping representative) looks for an opportunity to present you with a solution to take home that day. The “genius” title follows suit. Labeling a professional a genius automatically establishes them as the expert, the one who will solve your problem. It’s a title of respect and admiration that communicates competence to customers and makes employees feel special.

Luxury resort not mixed-use project
The developers of “The 9”, a transformation of the old Ameritrust skyscraper in Cleveland, thoughtfully developed messaging to refer to the project. Instead of succumbing to using the uninspiring, expected phrase “mixed-use project” to describe the apartments, restaurants, bars, and theater, the developers smartly opted to help differentiate the project by referring to it as a “luxury resort”. It’s not surprising then that they label the apartments as “concierge living at the 9.”

What do your labels communicate about your customers, employees and business? You have to pick words anyway, why not make them work hard and help differentiate your brand? They’re another powerful tool to help build your brand and they’re free!