Is your brand M-O-M approved?

An effective brand marketing is a very powerful sales tool. A truly effective name will capture the attention of the customer to help sell the product literally.

So how do you know if a name you are considering for your new product, company or service has what it takes to be effective on the market? Just wondering if the name in question measures up to high standards of MOM.

MOM is an easy to remember acronym that stands for a memorable, meaningful and on-target. As a professional naming consultant, I found that it is these three qualities that determine whether a name will be effective.

M for the memorable

The best brands are instantly memorable. You hear them once and never forget them. Names like Google, Yahoo, and Altoids all have that certain something that makes them unforgettable.

Part of what makes them memorable is the fact that the same words have an unusual distinctive look and feel. Some might say that even looking a bit 'weird - but in a good way.

The other thing that makes them memorable is that they are fun 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 for something safe and sensible as searchpro or portal.

So, give your new test name memorability. It looks and / or unique sound? If so, will probably be easy to remember.

O for On-Target

Even more memorable name will not be effective unless it appeals to your target audience. To ensure that it does, it is essential that the name created for the new product fully reflects the brand positioning.

Brand "positioning" is simply another term for the image and personality you want your product to project. The positioning of Apple Computer is hip and friendly. Microsoft is smart and efficient. It's not a great revelation that Mac owners are often creative and PC users are more likely to be more practical, the types of business.

So ask yourself: Your new name to reinforce the brand positioning? He has the look and feel like it belongs with the product behind the name? The most important thing, I appeal to your intended customers?

If the answer is yes to these three questions, then you can be sure that the name is on-target.

M for the significant

Studies show that if a brand is significant - that communicates a key feature or benefit - will be more effective.

Descriptive names such as MapQuest and Scrubbing Bubbles are good examples of names that convey a clear meaning, easy to understand.

This does not mean that your new name should explain what the product does. But should allude to something fundamentally important or interesting about this brand.

Take the popular Wii, for example. Pronounced "we", the name expresses a friendly "something for everyone," positioning. It 'a Wii game everyone can enjoy.

Take a closer look at the list of names of the finalists. Make sure the one you choose will hold a special meaning to the target audience.

Thanks MOM!

So that's it. When considering new brand names, always check and see if MOM approve your choice. As long as your best choice is memorable and meaningful on-target, you can be sure we have a winner. Thanks MOM! ......