Is your brand approved by MOM?
An effective brand is an exceptionally powerful marketing and sales tool. A truly effective name will grab your customer’s attention and help the product literally sell itself.
So how do you know if a name you’re considering for your new product, company, or service has what it takes to be effective in the marketplace? Just ask yourself if the name in question lives up to MOM’s high standards.
MOM is an easy-to-remember acronym that stands for Memorable, On-target and Meaningful. As a professional name consultant, I have found that it is these three qualities that determine whether a name will be effective.
M for memorable
The best brands are instantly remembered. You hear them once and you never forget them. Names like Google, Yahoo and Altoids have that something that makes them unforgettable.
Part of what makes them memorable is the fact that the words themselves have an unusual and distinctive look and feel. Some might say they even look a bit strange, but in a good way.
The other thing that makes them memorable is that they are funny and easy to say. Try it yourself. Google. Goooooogle. Let’s face it, a cool-sounding name like that is more likely to stick in your memory bank than something safe and sensible like SearchPro or Webguide.
So give your new name the memorability test. Does it look and/or sound unique? If so, it will probably be easy to remember.
or for the target
Even the most memorable name won’t be effective if it doesn’t appeal to your target audience. To ensure that this is the case, it is imperative that the name you create for your new product accurately reflects the positioning of the brand.
Brand “positioning” is simply another term for the image or personality you want your product to project. Apple Computer’s positioning is modern and friendly. Microsoft is smart and efficient. It’s not a huge revelation that Mac owners are often creative types and that PC users are more likely to be more hands-on business types.
So ask yourself: does your new name reinforce your brand positioning? Does it look and feel like it belongs to the product behind the name? Most importantly, will it attract your intended customers?
If the answer to all three of these questions is yes, then you can be sure that the name is on the target.
M for significant
Studies show that if a brand name is meaningful (communicating a key feature or benefit), it will be more effective.
Descriptive names like MapQuest and Scrubbing Bubbles are good examples of names that convey a clear and easy-to-understand meaning.
That doesn’t mean your new name has to explain everything about what the product does. But it must hint at something fundamentally important or interesting about the brand.
Take the very popular Wii, for example. Pronounced “we,” the name conveys a friendly “something for everyone” stance. It is a Wii game that everyone can enjoy.
So take a closer look at their list of finalist names. Make sure the one you choose has special meaning to your target audience.
Thanks Mom!
So there you have it. When considering new brands, always check back and see if MOM approves of your choice. As long as your best option is Memorable, Apt, and Meaningful, you can be sure that you have a winner. Thanks Mom!
