Prime the pump
February 23, 2018
What is your brand synonyms for?

Recently I asked a friend for a piece of tissue, just that I did not say tissue, but Kleenex. Tell me, when you’re buying a newspaper, do you ask for a newspaper, or a Searchlight? When you need an infant body suit, do you ask for an infant bodysuit, or for Onesies? What about when you’re shopping for a lip balm, do you ask for a lip balm, or a Chapstick?

Searchlight is a leading newspaper in St Vincent and the Grenadines; Onesies is a brand of infant bodysuits owned by Gerber Childrenswear; Chapstick is a brand name of lip balm produced by Pfizer; and the all popular Kleenex is a brand of facial tissue by Kimberly-Clark.

These terms are known as proprietary eponyms. It’s when brands have become so popular that they are synonymous with generic product types. To become a proprietary eponym means that your product is at its peak of brand awareness.

Brand recognition is achieved by how well you market your business! It’s like priming a pump; you put something in to get something out. Letting people know you exist through a consistent media presence will help to drive traffic to your business and create a buzz in the market.

You may be decades away from achieving proprietary eponym, but you can aim to create “Top of Mind” awareness. This occurs when people immediately think of you when they need a particular product or service. However, “Top of Mind” awareness cannot be achieved by haphazard marketing, but with a constant media presence and consistent in the quality of product or service you deliver.

The Best of SVG people’s choice campaign is promoting a culture of excellence in the local market. Use this platform to achieve your own proprietary eponym and create “Top of Mind” awareness.

Contact us today at [email protected] or (784) 456-1558 or (784) 494-0031. We’ll help you get noticed.