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.
In summary, a great loyalty program name is one that’s relevant to your brand and how you want your customers to feel when they spend money with you. When you are clear on what emotions you want to evoke, you can choose a name and a design and go from there. What follows is more loyal and engaged customers.
But remember, a great name means nothing if the program behind it isn’t also well-thought out, creative and effective. Get in touch with us today to understand how we can help you create a successful loyalty program for your business.
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Creative & Content Marketing Executive
Helen is our Creative & Content Marketing Executive. She shares valuable information about the Future of Loyalty and will keep you up to date on the latest industry insights...