So you started a candle business. You have everything set in place, your hot throw and cold throw are performing phenomenally and you’re at the point in creating labels and naming your candle. However, you don’t want to use the fragrance scents from fragrance suppliers because you want your business to stand out and to connect with your customers. And most importantly, you want to create a name that’s noteworthy and give your customer a sense that they’ve purchased an amazing one of a kind product or a one of a kind scent. So that when they do purchase that product they think that they have made a well worth buy because with your product they’ve found something better.
So in this post we’ll discuss 5 tips on how to transform a basic product name into one that converts for your candle scents.
TIP 1: Reliability but not too descriptive
Because we as humans want to use logic to explain things we tend to gravitate to the simple things and then we think that this is how our customers also want their items. However, I realized that my best scents tend to be the scents that don't necessarily have the scent name in the title or product name. Why? Because people will glance at it and know exactly what it is by just browsing at the name. However, if the name of your product was for instance Notes of Love and the item was a massage oil then the curious mind will wander towards that item to read more about the product and the reason behind the name.
Keep in mind that there are certain products that can be named just as they smell, look, and feel which can give a sense of reliability to the customer because they already know what the items should smell, look, and feel by their name.
TIP 2: Bring joy to an awkward product or scent
We tend to correlate events with emotions or scents with feelings and this is normal as we call this de ja vu or nostalgia or possibly memories. So for example, when I was growing up my mother owned a sewing company where she had employees and used to sew for large companies before all of that task was sent overseas anyway that’s another rant for another video and topic. Anyway, after school my siblings and I had to go to the factoria/factory to help out in tasks that my mom either didn’t want to pay her workers to do or she was running behind on a deadline and we were the “hired help” or as we say in the military voluntold to do. But as a kid I wanted to play and have fun but meanwhile I'm over here cutting threads on some clothes that aren’t even mine. So I correlated sewing with not having fun. Therefore, I refused to learn how to sew and now I wish I would’ve picked it up because I could have designed my own outfits. My mom still has sewing machines in good condition at her house that obviously I don’t know how to use. Well I said all of that to say this, certain smells can either bring joy or sadness and this is why sometimes we should research our scent and our products to know what people think of certain things. There are a lot of people that don’t like the scent of jasmine, lavender, vetiver, or patchouli. Either it is too floral or too earthy. It brings some sort of emotion with people. I honestly don’t care for the scent of jasmine so I ran a poll early on in my Instagram of which scent people liked best and jasmine was one of the top scents. Which prompted me to add jasmine to my line. Also fruity scents are scents that I don’t particularly gravitate towards but you should have variety in your shop for others to browse and pick from. So giving your product a combined name on either the product’s performance or its benefits can override the notion of someone correlating a bad decision with a pleasant scent or emotion in your products.
So why not blend lavender with its sleeping aid properties with the warm earthy woody notes of patchouli to give your candle a unique fresh floral earthy scent and call it Garden of Dreams.
TIP 3: Keep it trendy
Keep it trendy but on brand and you guessed it, know your target audience. Also be aware that you need to do some research for this to work just claiming that you’re your target audience and assume that everyone you’re trying to sell your products to will automatically fall in love with your brand and product then you, my amiga, you need to rethink that. So keeping your product name trendy can be tricky because trends die and so does its popularity, however, if it's a trendy term used by your industry then it can work. For instance, I’m in the aromatherapy niche and terms like relaxation, ease, calm, soothing, are all terms that although not trendy now it was trendy at some point and it's a jargon used in my niche. Therefore, using these terms in my product is a good fit. However, since most of these terms are overused I have to keep those terms in my product name to a minimum. So I stick to using them to describe my scents and products to give a descriptive picture of what the name of the scent means when the customer browses this item. So terms like seductive, alluring, romantic, intriguing, gracefulness, or robust in the name are a better alternative.
Keep in mind of what your brand stands for and use those names in your product. For instance, is your brand a lifestyle business such as eco friendly or vegan. Maybe it’s an outdoor theme and the words energetic and free resonates with your customers. Or probably you’re in the comedic niche and giving your product a witty or funny name even if trends come and go it would probably work with your products in this niche. Bottom line, research your niche, know your target audience, know your brand, and easily name your products. And if you’re in the nostalgic niche like Erika over at Memory Box Candle Co you’ll notice that most if not all of her product names are reminisce of a time in her life where those scents she named her candles reminded her of something pleasant in her life.
TIP 4: Keep it relatable
Keep your product name relatable with your audience and to your brand. You don’t want to randomly name your products because although you want to keep the name unique, trendy, and uncommon it must also stay on brand and relatable to your audience. For instance, it wouldn’t be on brand for me to suddenly sell cupcake candles or candles with decorative embeds because although my target audience may like those types of candles, they wouldn’t associate my luxury brand candles with those dessert candles. However, I can create a collection for the holidays with dessert scented candles by keeping them on brand. This way I’m incorporating a trendy holiday, with an emotionally named scent, while keeping it relatable to my brand and my audience. I can also introduce bath products because along with aromatherapy my sub-niche is spa therapy as well. So correlating bath salts, soaps, and bath accessories will be ideal in my brand just as long as I keep my product names relatable to my audience.
TIP 5: Don’t reinvent the wheel
I know I started this video advising you to keep your product name unique and memorable for your customer and to your brand. However, if the name of the product you originally purchased it at and if you’re not infringing on any copyright or trademark name then by all means use that name. Don’t give yourself a headache trying to figure a clever name or coming up with synonyms for that one word that fits great but you don’t want to use for whatever reason. For example, dessert scented fragrance oils technically almost always smells like the name that was given. Gingerbread smells like gingerbread, roasted pine cones smells like roasted pine cones, strawberry shortcake you catch my drift. Likewise there are some scents that do not fit the name and whatever you think that fragrance oil smells like then use that for the candle scent.
The same can be said for a clothing brand. There are certain pieces of clothing that look the part. For example, it's almost always easier to name the clothing based on how you look in it. If you feel like a baddie in it, call it the hottest baddie, if you feel like a schoolgirl while wearing it, call it the sexy school girl.
However, keep in mind that if you purchase from a popular vendor like Candle Science, The Flaming Candle, or Nature’s Garden Candle for example, and decide to keep the fragrance oil name then know that others will know what scent they are getting. On the other hand, maybe they won't since they’re not candle makers (well hopefully they aren’t) so you can technical get away with it but if those customers are comparing your Caribbean Teakwood from Candle Maker A from your Caribbean Teakwood from the same supplier California Candle Supply (even though this customer C is not a candle maker) but you sell your 13 oz candle $10 more than Candle Maker A which has the same 13 oz candle jar and scent with the same name and it smells the same, then chances are that you might be in a bit of a pickle there mi amiga or amigo. So unless your branding is on point I would highly caution you to use this step sparingly.
Ultimately, you know your brand, you know your product, and you should definitely know your target audience to create a reliable, joyful, trendy, relatable, product name without necessarily reinventing the product naming wheel.
I hope you enjoyed this post on 5 tips on how to transform a basic product name into one that converts for your candle scents. which can also be used to naming your business and naming anything in your business really. If you want to watch the video as well you can do so by clicking here.