As exclusive as the still life but unique in its use, the name is a true asset to be treasured. At Studio Concept, we provide the tools to build a cosmetics image solid, authentic and recognisable.
Indice
The importance of a distinctive name for a cosmetics brand
Five hundred billion a year, this is just a dollar estimate of the economic volume around the world cosmetics. Thousands of brands are involved in this data, emerging from the magnum sea of competitors is also a question of name. You need the right one.
Evocative or with an irresistible assonance, the name is a fundamental step in deciding a brand’s success. Just take a look at those who have succeeded, even a simple illumination has enhanced genius and left all others behind. The name is the imprint of the brand.
Brand identity and recognisability
Branding is an essential step; branding is one of the fundamental aspects of marketing in cosmetics. Brand identity is in its visual essence but also in its sound, some famous jingles are tangible proof of this. The right choice shapes the brand voice.
A recognisable brand is the result of perfect alchemy, a small stroke is enough to sense the brand. Careful design gives the brand a better chance than its competitors as this affects the practical choice. The anonymous, even if better, is not discovered.
Impact on market positioning
Already at a glance, the brand is the first packaging detail that the target audience catches. First impressions are crucial, photography in cosmetics teaches this and success rates confirm it. The importance of branding goes far beyond the legal implication.
At first glance, cosmetic products can be almost all anonymous. The advantage of a unique brand is precisely that of standing out from the chorus; being different, however, is not enough. Simplicity and meaning are the best allies of memorability, brand awareness is the result of successful research.
Strategies for creating a unique name
Who do we want to be and what do we offer more than others? Answering these two questions is the first step in designing a name that can represent the brand. A good name is the result of the right preparation.
There may be many ideas, but a healthy brainstorming session is always the best way to pull the best ones out of the hat. Brand testing is a functional strategy to evaluate the brand already in its embryonic stages. How? Just ask the audience for help.
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Market and competitor analysis
One can start with search engines, competitors in cosmetics are many and it is easy for others to have already thought of them. Drawing from the creative universe is the way to overcome the standard flattened by artificial intelligence, the idea most often being the result of the right skills.
Studying names that already exist is the most effective way to avoid wasting time and energy on obviousness exercises, duplication is to be avoided. The choice of a name is an opportunity not to be wasted, the customer is attentive to the exclusive.
Checking the availability of the chosen name
The search engine approach is the preliminary step. The choice of name has legal implications that may go far beyond the mere marketing implications. The similarity of names may also prove particularly costly.
Not only in Italy but also in European and international registers, consultation is the mandatory stress test to assess the validity of the new brand. The main databases include the Italian Patent and Trademark Office (UIBM) but also the European Union Intellectual Property Office (EUIPO).
Trade Mark Registration Procedure in Europe
This step requires a perfect design of your market strategy. Registration can take place with dedicated procedures in individual countries or it can encompass all EU countries, the second procedure being more convenient and offering more certain timeframes.
Provided the trade mark does not fall under the grounds for rejection of the application, the filing of the application can be done at the EUIPO. It is also necessary to specify the list of goods and services to which the trade mark relates as well as its graphic and sound representation. Costs start at 850 euro for a validity of 10 years.
Management and protection of the registered trade mark
In addition to representing the criterion of exclusivity, the registration of the trade mark in the European and international arena allows for greater protection of the trade mark in the legal sphere. Monitoring is an important element to consider, avoiding imitations is a cost to budget for.
Protecting a trade mark means protecting it every 10 years, the registration has to be renewed when it expires. The EU trade mark could be challenged by competitors, the owner must therefore consider a possible defence of his brand. Priority searches and constant monitoring are some effective tools. A professional approach is needed, the unique name has value to protect.
