Loyalty program names: The secret sauce for choosing the perfect one

The name of a loyalty program holds significant importance in shaping customer perception, attracting engagement, and fostering brand loyalty. When choosing a loyalty program name, there are several factors to consider. The name should align with the brand's identity, be simple and memorable, convey the program's benefits or rewards, and avoid potential legal issues.

Are you wondering how to come up with names for loyalty programs? Want to choose the perfect one, a loyalty program name your customers will love?

You’re not alone.

Retail CMOs and Heads of Loyalty are under more pressure than most when it comes to naming a loyalty program.

Obviously, the name of a loyalty program serves as the first point of contact between a customer and the brand. It plays a vital role in shaping how customers understand the value proposition, and how attractive and memorable the program becomes.

So let’s dive right in!

How to name a loyalty program?

The best loyalty program names are:

  • Easy to pronounce, spell, and understand
  • Emotional, evoking imagery or meaning
  • Relevant and timeless (not reliant on trends)
  • Unique and memorable
  • Specific to your target audience

Loyal Guru’s Loyalty program name generator

Use this 3-step process to choose the perfect loyalty program name

STEP 1: Brainstorm power words that convey the program’s purpose and allure. Make 4 separate lists with the following prompts:
  • verbs related to who they will become
  • nouns related to who they will become
  • verbs related to what value or benefits the program delivers
  • nouns related to what value or benefits the program delivers
STEP 2: Select a few of the 49 random Power Words for loyalty program names

To create an impactful loyalty program name, incorporating popular words can enhance its appeal. Some popular words could be “circle,” which symbolizes community and exclusivity, and “rewards,” which signifies incentives and benefits. “Club” evokes a sense of membership and camaraderie, while “VIP” implies special treatment and personalized experiences.

Here’s a comprehensive list that will help you and your team to come up with creative loyalty program names:

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STEP 3: Team up words from the different columns.

List all the catchy variations and combos for you and your team to grade and evaluate. Narrow down to a few options. Optionally, ask your future members or customer base: consider asking them to rate the names on your shortlist and help you pick the winner.

When you brainstorm loyalty program names with your team, consider the emotions and feelings they inspire, whether they are aspirational, and whether they convey exclusivity or inclusivity. It’s crucial to strike a balance between being boring and cheesy, and researching competitors’ names can provide inspiration while ensuring your program stands out.

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Focusing questions to test your loyalty program name ideas

Ask yourself these questions and make some of the lists to spark ideas and provoke creative thoughts around your loyalty program names.

  • What emotion does it inspire?
  • What feeling does it inspire
  • Is it aspirational?
  • Does it convey exclusivity or inclusivity?
  • Is the name punchy?
  • Does it reflect the main brand and core values?

The secret sauce for best Loyalty Program Names

Keep the following tips in mind as you brainstorm potential options:

1. Reflect your brand’s core values

Your brand has a distinct brand, voice, and personality, so consider that the name of your loyalty program reflects this. New shoppers and customers should recall the name because it strongly represents what your brand stands for.

The loyalty program’s name should align with the brand’s overall identity and resonate with the target audience. Consider the brand’s tone, values, and the preferences of your customers while choosing a name. For example, if your loyalty program is around savings, naming your tiers “Platinum”, or “Executive” would be a little out of touch.

2. Know your audience

Who will become your loyalty program members? What do they aspire to? What do they value? What language do they use? Customers are at the center of your business, and understanding your customer customer data can help you even at naming your loyalty program.

3. Strike a balance between boring and cheesy

This one can be a bit challenging, but it all depends on who your audience is and what their tastes are. You’ll need your name to be different, but it should also be simple enough your customers won’t have trouble remembering it.

4. Research your competitors

What are the names pf your competitors’ loyalty programs? Browse their program names for inspiration but stay clear from names that don’t allow you to stand out. See if you can identify any recurring themes that seem to be unique to your industry and brand.

5. Establish an emotional connection

A compelling loyalty program name has the potential to evoke emotions and establish an emotional connection with customers. It can create a sense of exclusivity, excitement, or belonging, enhancing the overall customer experience. Additionally, an aspirational name can instill a sense of ambition or achievement, motivating customers to participate.

6. Be easy to remember

Customers should not easily forget a perfect loyalty program name.

Names are easier to remember when they have alliteration (ie Confident Quilters Club), when they are simple and aligned with the brand’s core values and the language of its customers.

7. Avoid potential legal issues

Ensure the chosen name is not already trademarked, protected or in use by another company in the same industry. Conduct a thorough search to avoid potential legal issues.

In conclusion, the name of a loyalty program holds significant importance in shaping customer perception, attracting engagement, and fostering brand loyalty. When choosing a loyalty program name, there are several factors to consider. The name should align with the brand’s identity, be simple and memorable, convey the program’s benefits or rewards, and avoid potential legal issues.

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Naming loyalty program tiers

Many loyalty programs use tiers to increase customer engagement. These are levels where members get access to different features, rewards, offers, privileges, etc. Tiered loyalty levels open the door to a lot of creativity if you’re up to it. Still, many brands go for more “traditional” tiered membership level names like the following:

Tier 1Tier 2Tier 3
Tiered Loyalty Program Retail Loyal Guru
Why do tier names matter?

Loyalty program tier names are the titles you assign to each of your tiers. You could, of course, simply name them Level 1, Level 2, and so on, but you’d quickly notice that doesn’t support customer engagement or loyalty.

The best tier names accomplish the following:

  1. They help you and your members distinguish between the different levels. The names should reflect what makes each tier different from the rest, at least to a certain extent.
  2. They act as a marketing tool by enticing customers and members to be more engaged with the brand.
  3. They help build community — members within each level feel a sense of pride and camaraderie with their fellow tier-mates.
Create a clear hierarchy for tiered loyalty program levels

If you offer tiered membership levels, it’s important that your naming structure follows a natural progression from the most basic tier to the most advanced tier to illustrate the hierarchy of your loyalty program.

Here’s an extreme example to show why this is important:

Let’s say you have 3 loyalty program tiers:

  • Tier 1 – basic features.
  • Tier 2 – everything in tier 1 plus new features.
  • Tier 3 – everything in tiers 1 and 2 plus new features.

Well, it would be very confusing if you named your tiers like this:

  • Tier 1 – Silver
  • Tier 2 – Bronze ?????
  • Tier 3 – Gold

Everyone knows that silver is higher than bronze, so it would confuse your members if the naming hierarchy was off. Of course, in the real world, your example probably won’t be that obvious, especially if you’re coming up with your own creative names.

retail loyalty tiers to identify top spenders

Creative loyalty program tier names

Tier 1Tier 2Tier 3Tier 4
National Geographic SocietyVoyagerDiscovererGeographerGroundbreaker
Topps’ Now Rewards program RookieAll-StarHall of Fame
The Simons Loyalty programEnthusiastsConnoisseursInsiders
Louisville ZooIndividualFamilyNature’s guardianWildlife champion
Parelli Savvy ClubEssentialsPlusPremium
Greater Vernon Chamber of CommerceBusiness basicsNetwork+Marketing Pro+Leader+
Club RooleeInsiderTrend setterStyle museIcon
Judith Bright’s Bright RewardsMinirockPetite RockRockstar

For tiered loyalty programs, tier names play a vital role in distinguishing levels and engaging members. Names should reflect the differences between tiers, act as a marketing tool, and foster a sense of community and pride among members. Establishing a clear hierarchy is essential to avoid confusion and provide a logical progression from basic to advanced tiers.


By following these guidelines and considering the specific needs and preferences of your target audience, you can choose a loyalty program name that effectively represents your brand, resonates with customers, and drives engagement and loyalty. Remember, a well-crafted loyalty program name has the potential to create an emotional connection with customers and leave a lasting impression, ultimately contributing to the program’s success.

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If you’re a retailer and you’d like to talk about any of the strategies outlined in this article in more detail, please get in touch with our team – we’ll be happy to show you examples or talk through your brand’s unique challenges.