We had just shown Hannah our recommendation for the new brand name: MyMeno.
She shared our excitement. Now was the time to assess the new name objectively, by checking it matched up against our important judgment criteria:
- Short.
- Easy.
- Distinctive.
- Ownable.
- Half empty.
Is it short?
The new name was only 6 letters long. The same as Google. A big tick here.
Is it easy to say, spell and remember?
We agreed that MyMeno rolls off the tongue, helped with alliteration. Plus, it’s really easy to spell. It would certainly be memorable for our target audience of peri-menopausal and menopausal women.
Does it have optimal distinctiveness? Does it stand out, yet somehow feel familiar?
MyMeno hits this sweet spot. It’s fresh and new without feeling weird or alien. It makes a long and intimidating word – menopause – more open, more human and more contemporary. We had seen MY used as a prefix in other categories but not this one.
Can we own it?
This one is always critical. The good news was that not only was the trademark available – but the .com url was too. This would be a real asset in establishing credibility and scale for this new patient-centred wellness platform.
Is it like a glass, half full?
Does the name already contain some useful connotations and intrinsic associations? And can we fill it with more meaning to create something truly unique?
MyMeno intuitively and immediately made “menopause” less intimidating and connoted personalisation, which would be a key aspect of the service. But most importantly, it had the potential to say something different and new: menopause is something precious, natural and unique to each individual, and, MyMeno was there to help women embrace it and get excited about doing it their way.
The decision was finalised and a new brand was born.
