Don Morris asked me that today in the VisiOlo users forum.

I needed a good blog topic, so thanks Don.

Rob Toth and Jason Anderson also asked me the same thing and I hope other people are interested and curious enough to ask the same thing.

Hmmm. What does VisiOlo mean?

That is such a multidimensional question, the first answer to which is… nothing.

VisiOlo is a made up word.  But it was carefully chosen.

I wanted a word that could become a brand.

I wanted a word that:

• is at least neutral in most people’s minds
• stood out as unique, in the Infopreneur Tools niche
• engenders a bit of whimsy to balance the technical nature of “tracking and optimization”
• supports the key idea behind the tool: visible metrics
• was available as a .com URL
• wasn’t restrictive and could allow my project to grow beyond what I can conceive it to be now
• wouldn’t look ’stale’ in three years
• was no more than three syllables

After a LOT of brainstorming, mindmapping, whiteboarding, and discussions, I arrived at VisiOlo. I think it hits on *most* of my criteria — *enough* of my criteria. Because the brand *name* is only part of the story

But, VisiOlo still just a made up word

It is my mission to make it stand for something

That the “visi” part will make sense because VisiOlo gives you vision, it supports your vision, it makes the meaning behind your stats visible, it provides visual feedback about the effectiveness of your marketing system

That the “Olo” part will be just silly enough to make technology more comfortable for creative Infopreneurs

That “VisiOlo” will start to sound almost like the proclamation a master magician makes when he reveals his most impressive illusion — or what the French Maitre d’ says as he removes stainless cover from the main course.

We all have dreams for our brands, right?

But it’s the ‘doing’ that builds a brand.

Brands are not ‘crafted,’ they are grown.

A good name can provide fertile ground for the seeds customer satisfaction to grow into mighty forests.

But brand-farming is not glitzy work.

To grow a brand requires care and constant feeding.

In terms of VisiOlo we can envision the forest, but we have just barely begun to plant the seeds.

So, VisiOlo is a word-vessel waiting to be filled with meaning in the world of the Infopreneur.

What does your “word” mean?  I’d love to hear your comments.

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