Branding time. (Marketing News).

What makes a brand name? Marketing consultant Jack Sims says the requirements for a memorable brand name can be summed up in three words: "consistency," "difference" and "target."

Consistency. "The biggest mistake I see from companies is the lack of consistency in their marketing communications," he says. "All of your pieces (ads, fliers, etc.) must look as if they come from the same place or person; otherwise, you can't expect consumers to get the essence that your brand really represents."

Difference. Sims says he's talking about the difference between good design and creative and great design and creative. "The production costs of all these pieces will be the same. So the point is that by investing only the difference between poor design and great design and creative is actually minimal. Especially when those costs are amortized over the millions of impressions you'll be making."

Target. This means more than reading the demographics. "You really have got to find out who your real target audience is," he says. "And the only way to do this is to ask them. Call your customers up, make an appointment and go see them face-to-face. Ask them all about themselves and then build a complete profile that you can share with everyone in your company. Ask them how you are looking after them, what you are doing right, what you are doing wrong.

"If you do these few things, you will be well on your way to growing your business into a brand and delivering additional profits to the bottom line for the long haul."

Sims is principal of Brand, to the Bone, based in Miami.