Choosing the right name for a communication campaign is an important step in getting the message across to the audience and making the campaign recognisable. A well thought-out name, in addition to identifying the action, conveys the essence of the campaign and creates the first impression on the audience.
To get the name right, it is important to consider several factors such as the type of campaign, the target audience and the brand values. Here are the three steps we follow at InfluenceSuite to choose the name of a campaign:
1. Reflects the objectives of the company and the campaign.
Each communication campaign is based on specific objectives such as, among many others, increasing the visibility of a product, strengthening the brand image or launching a CSR initiative. Not only should the name connect with these objectives, it is also important that it is short and to the point, capturing the core message that the company wants to convey. For example, a sustainability awareness campaign could include words related to the environment, such as "green" or "eco".
In public relations campaigns, especially product or service launches, descriptive names are useful to convey a sense of novelty. For example, the name "Innovation within reach" might suit a campaign about the launch of a technological product accessible to all. On the other hand, for more emotional or social campaigns, the name can be evocative and appeal more to the emotions, awakening empathy in the public, such as "Connect and care", which could be adapted to an action related to wellbeing.
2. Differentiate yourself from the competition
In order for a campaign name to stand out from the crowd, it needs to be creative and differentiate yourself from similar campaigns in the sector. This is especially relevant in digital or social media campaigns, where the name needs to grab attention quickly. Using unexpected phrases or words, twists in language or puns helps to stand out and makes it easier for the audience to remember.
When thinking about campaigns that use more traditional communication resources, such as memos and press conferencesIt is useful to think of names that can be easily recognised and repeated by media and journalists. Clear and concise names are better assimilated and, when shared in press releases, increase the likelihood of retention.
3. Connect with the audience
It is important to analyse the profile of the target audience to adapt the tone of the campaign name. A young, digital audience responds well to creative, informal and even irreverent names, while a professional audience may prefer more formal names that convey seriousness. This allows communication campaign names to generate empathy and connect with consumers, contributing to more effective messaging and, therefore, to the campaign being recognised and talked about.
Ultimately, the names of communication campaigns identify the initiative and can be an important part of its success. By creating original names, aligned with the company's message and differentiating, campaigns gain strength and recognition, making communication objectives more effectively achieved.
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