Online dating is everywhere these days. Popular websites and apps are regularly advertised on TV and social media. Singles in Netflix romcoms often connect with flirty messages exchanged via web browsers. It’s no wonder increasing numbers of entrepreneurs are recognising this is a potentially lucrative marketplace. When it comes to launching a new dating service in this competitive arena, one of the fundamental components of any marketing strategy has to be choosing the right brand name. Here’s why branding is crucial to the success of any small business with larger ambitions.
Why a dating business?
To say online dating has become popular would be an understatement. This pastime has been growing steadily over the past few years, with new sites and apps being launched regularly. Exciting topics and niches were being catered for. During the recent pandemic, digital socializing became the default method for singles to touch base, and this has remained the situation. So, there’s no doubt you’ll have a captive audience for your venture. But a good idea would be to focus on a specific subject for your brand name. Instead of generic topics, which tend to be over-subscribed, consider appealing to a narrower market. How about launching a dating platform? Firstly, you’ll need to choose a strong name. This might be something original, like the popular Onenightfriend – a service associated with single guys seeking romance. The trouble with the direct approach is there are already so many names out there. You could opt for something more abstract. Don’t spend too long dwelling on this – the key is making whatever you choose an irresistible place where males can arrange to hook up. This is where the next stage of branding comes in: the design around your name.
An eye-catching layout
Your dating website or app should have a powerful visual identity. Think of the simplicity of Orange phones or blue Pepsi cans. Now apply that to your own business. Choose a colour scheme which will figure prominently throughout your web page headings. An equally important consideration must be the fonts you adopt for your name. There’s an argument for clean-looking ‘sans serif’ typefaces. As long as you suddenly introduce an alternative in sub-headings etc. that clashes. As well as providing an instantly recognisable interface for potential customers, your brand name can also be an effective way to maintain a potent relationship with everyone involved in producing this site, from content writers to coders to graphic designers. A strong dating site name will give colleagues something to be just as proud of as your regular customers. Use a colour palette and typefaces appropriate to your brand name throughout, from chat rooms to the headers of emails you might send out to your subscribers.
Get your brand out there
Once you come up with a brand name for your dating site, its success will rest on how much you believe in it. Ideally, you should be so proud of it, you’ll want everyone to know about it. You won’t want to hold back in shouting about it from the rooftops! Encourage your client base to not only engage with your brand but make it something they’ll also wish to boast about. At every opportunity, give them the impression they’re an integral aspect of your brand. This is where it’s so important to have chosen the right name, something relevant to the service you provide, but which will also roll off the tongue. It can be off-putting for customers to be faced with a share button for a brand they consciously or subconsciously feel less engaged with. But if they love your brand name and are proud to be involved in what you’re doing, they’ll be only too keen to spread the news.
Evolving brand names
Once you’ve opted for a brand name, it will be carved in stone. This becomes the banner that will rally newcomers to your cause and keep existing customers happy to be part of your community. You couldn’t imagine Coca-Cola suddenly deciding to switch to something else; your dating business should be similarly resolute. But you can certainly refresh your brand without doing any damage to your client base. This could be achieved subtly. Alter the design of your main logo – tweaking it rather than a major overhaul. Perhaps a slightly altered typeface, incorporating a graphic effect, like applying a background shadow, or a different shade of the central colour. But don’t overdo this. Too much reinvention can lead to confusion. This, in turn, might give customers the impression something has changed dramatically. Will they want to remain on course with what you’re doing if you appear to be losing your consistency? The bottom line? Always catering for customer satisfaction.
Conclusion
In the highly competitive online dating business, choosing the right brand name for a dating site is of utmost importance. It’s not just about attracting a wide audience; it’s about creating a distinctive and compelling identity that resonates with your target market. In the world of online dating, the right brand name can make all the difference in your quest for success. While evolving your brand over time is possible, it should be done thoughtfully and subtly to maintain consistency and satisfy your customers.