When you talk about branding, it is important to look at some of "big guys" to illustrate how to do it well. For instance, when you think of cotton swabs, do you mistakenly refer to all brands as "Q-tips®"? The key is finding right balance between a product, a name, tagline, and putting it all together. You want something that will remain with customer long after they have been presented with your product or ad. Create that "must have" with your customer. It isn't always easy -- but if you take time to research WHO your customer is, and WHAT you can do for them, you have half battle won.