The Third Worst Branding Mistake Organizations Make?
Their Brand Name is Hard to Pronounce
What do Google, Roomba, Boppy, Snuba and Yahoo all have in common?
They all are fun, easy-to-say-and-remember names that have made their companies millions.
What you call your business is hugely important. If people don’t immediately understand it, they’ll move on.
That’s why it’s crucial to coin a catchy brand name that stops people in their tracks and makes their eyebrows go UP.
What’s this about making people’s eyebrows go up? It is a tangible way to check the commercial viability of your brand name – anytime, anywhere, for free.
Simply tell people your name . . and watch their eyebrows. If their eyebrows knit or furrow, it’s back to the drawing board. It means they’re perplexed. And if people find your name perplexing, you’ve got a problem.
Why? People are way too busy to take the time to figure out something that’s confusing. If they don’t instantly get your name, YOU won’t get their business.
The Eyebrow Test is an almost infallible way to test market the appeal of your brand. When people are intrigued, their eyebrows go up. It’s a visceral almost involuntary indication of curiosity. It’s the mind’s way of saying, “Hmm, this is interesting, tell me more.”
Do people “get” your brand name the first time they hear or see it? If so, good for you.
If not, you might want to purchase a copy of POP! (which Ken Blanchard says is a “fun, lively guide to getting heard, getting results, getting remembered”) at http://www.SamHornPOP.com, and turn to Chapters 16-18 to discover how you can coin an easy-to-pronounce-and-remember brand name that makes eyebrows and sales go UP.