Module 7: Craft an Enticing Title

How much branding you’ve already done for your business may depend on how long you’ve been operating or how much emphasis you’ve placed on your brand. Entrepreneurs are often at different stages in their branding process and it continues throughout the life of a business. Your signature system could be your starting point on branding if you haven’t spent time on it yet.

Your signature system builds and reinforces your brand as you become known for this specific success tool.

If you already have an established brand, you need to make sure your signature system is consistent with it if it’s to be an extension of your current business.

If you don’t already have a brand or if your system is a complete departure from your usual business, your signature system will be the foundation for developing one.

What you call your system will be crucial to its sales success. You will need an overall title for the whole system and a subtitle for each step.

Let’s look at the title first.

This needs to be consistent with your current branding. If, for example, in everything you do you use your name, then the title will need your name in it too.

Once you’ve got the title for your system, you need to choose results-oriented subtitles for each step. The benefits you’ve already identified can help with this.

A business coach who has developed and run a successful online business and wants to share their process with others:

Real examples of titles that have become well-known include:

• KonMari Method (devised by Marie Kondo)
• Sit Stay Fetch Dog Training
• Speak to Sell

Many people choose to take their step-by-step system and create an acronym for it. This is a word or name formed by the initials of the system. For example, a four-step STEP process could be:

An acronym is memorable and reinforces the step-by-step nature of the process. It helps build your brand and your reputation as the STEP person. You can use it as a description of what you do too and add “The STEP Coach” after your name.

With a bit of ingenuity you can usually find something that works for your system, but don’t force it if it doesn’t.

Numbers and initials can also be used in your title. Well-known examples include Honda’s CRV and Toyota’s Rav4, but it takes a long time to build a brand based on these so be careful and don’t try to be too clever. It’s more important to be clear.    

You might want to ensure no one else can use your title, in which case you should copyright or trademark it so it’s protected. The laws on this are quite complicated so do some research to find out the current regulations in your country.

Whatever title you come up with, you need to make sure it isn’t already being used by someone else.

You have the steps, benefits, and title all worked out, so you’re almost ready to go on and turn this into an easy-to-follow program. But before you do that, go back to your system, look at it again, and do any necessary refining. This will help you come up with a clear and motivating way to describe the system and its steps.

• The name of your signature system needs to be consistent with your brand or be the start of a whole new brand.
• You need an enticing, memorable, and intriguing name for your system.

1. Quick Win: Conduct a review of your current branding and its appropriateness for your new signature system. If you’re changing your branding or starting from scratch, make notes on colors, logos, and words you want to use to brand your system.
2. Brainstorm and select an enticing title for your signature system.
3. Write out a clear and motivating way to describe the system and its steps.