How to create a memorable loyalty program name

When creating your rewards program, choosing the name is an important step. It can influence how your customers feel about your loyalty scheme (and your brand) before they even sign up. Of course, it’s not as critical as having a great loyalty program itself – but don’t worry, we’ve created a guide for that here. 

A great loyalty program name will set the tone for your business and persuade people to get involved. Ultimately, your program’s name needs to elicit a particular emotion, be easy to remember, and reflect the identity of your business. We’ve broken down the most important things to consider when choosing a name:
 

1. Evoke an emotion
 

How do you want your customers to feel when they sign up for your loyalty program? Do you want to make them feel a sense of belonging, exclusivity or power? A generic name like “your rewards” won’t resonate with customers who want to connect with your brand on a deeper level. Decide how you want your customers to feel, then make sure this is reflected in the name. 

For example, luxury department store Neiman Marcus operates a membership program called “InCircle”. This name gives a sense of exclusivity, making customers feel like they are part of a unique and elite community. As a result, they feel like they are missing out if they don’t sign up…

2. Reflect your brand identity

It’s important to choose a name that ties in smoothly with your brand. As Neiman Marcus has done above, “InCircle” reflects their luxury, high-end products.

We also like The North Face’s choice of “XPLR Pass”, which embodies the identity of their brand as an outdoor exploration equipment company. 

3. Make it memorable

You want your loyalty program name to easily stick in the minds of your customers. Keep it simple by incorporating your brand name, just like Anthropologie has done with their scheme “Anthroperks”.
 

Another helpful trick is to use alliteration: KFC’s program is called “The Colonel’s Club” - it’s catchy, memorable and also reminds you of their brand’s character. 

4. Make it visually appealing

You can make your loyalty program name even more memorable by making the design stand out. If customers forget what your rewards scheme is called, they might easily remember what it looks like. This could be how your mobile or web app is branded, how your physical loyalty card is designed or the images, colours and shapes you choose to market your program.
 

Our off-the-shelf mobile loyalty card app has a number of layout options and can be customised to align with your branding and industry. Alternatively, you can opt for a completely bespoke app built from scratch, for full control over the look and feel of your rewards program.
 

“Vans Family” have done this particularly well, designing graphics that reflect the brand’s style and culture of art with streetwear influence. Again, the use of “family” gives customers a sense of community and makes them feel like they want to be part of the gang.