Naming things is hard. When you name something, it anchors it in people’s minds; the name and the thing are then forever connected. It creates brand recognition.
It’s why brands find it so hard to rename anything and why we still have the Carphone Warehouse in the UK, despite years without carphones. It’s also why actors keep their stage names even if they change their real name for marriage.
Names and words don’t exist in a vacuum. People often have history with them or create associations, and that needs to be respected. My parents wanted to call me Max, but decided against it because “Max White” sounds like a powerful detergent. Names matter.
I spend a fair amount of time naming new things at Brandwatch: new features, new products, new services.
Traditionally we have kept things fairly descriptive and matter of fact – Dashboards, Components, Filters – but recently we have tried to create more interesting names that evoke something more.
Naming a new product can be one of the most challenging parts of bringing an idea to market. The name you choose will shape your brand identity and become the face of your business
But with so much riding on it, how do you come up with a name that’s memorable, meaningful, and effective? Follow this step-by-step guide to naming products like a pro
Why the Name Matters
Before diving into the naming process, let’s look at why the name is so important for products:
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Shapes first impressions – often the first interaction people have with your business.
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Influences brand image – establishes the personality, tone, and essence of your product.
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Improves recall and recognition – a memorable name is easier for customers to remember.
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Builds awareness – a name that’s simple to say and spell spreads through word-of-mouth.
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Differentiates from competition – a distinctive name helps you stand out in the marketplace.
Overall, the right product name makes marketing and advertising your business much easier. So investing time into getting it right is crucial.
Step 1: Define Your Target Audience
Start by getting crystal clear on who you’re naming this product for. Compile a detailed profile of your ideal customer, including:
- Demographics like age, gender, income, location
- Psychographics like personality traits, values, interests, lifestyle
- Needs, desires, and pain points your product will solve
Knowing your audience inside and out will inform naming decisions later.
Step 2: Determine Your Naming Objectives
What do you want your product name to achieve? Consider goals like:
- Express the key benefit or purpose of the product
- Evoke certain emotions or associations
- Align with your brand image and positioning
- Be easy to remember and pronounce
- Stand out from competitor names
- Appeal to your target audience
- Be legally protectable and ownable
With clear objectives in mind, you’ll find it much easier to recognize the perfect name when you see it.
Step 3: Brainstorm Product Name Ideas
Now the fun begins! Set a timer for 10-15 minutes and brainstorm as many naming ideas as you can. Follow these tips for an effective brainstorm:
- Use keywords related to your product – its function, industry, benefit, etc.
- Play with rhymes, alliteration, acronyms, clever puns
- Draw inspiration from iconic brands or trendy naming styles
- Look up related terms in a thesaurus for sparks
- Say ideas out loud to test how they sound
After brainstorming, take a break then revisit your list with fresh eyes. Highlight any strong options or themes to explore further.
Step 4: Shortlist Your Favorites
Review your brainstorm results and flag any names that stand out. Criteria to consider as you shortlist options:
- Fits your brand image and style
- Aligns with your target audience interests
- Easy to remember and pronounce
- Evokes the right emotions or associations
- Works globally in other languages
- Stands out from competitors
- Legally protectable and available
Aim to narrow it down to 3-5 favorites to further test and refine.
Step 5: Perform Due Diligence
Vet your shortlisted names thoroughly before making a final choice:
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Trademark search – ensure another business doesn’t already own your name.
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Domain availability – check if the domain is available to register.
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Consumer testing – gather feedback from your target demographics.
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Translation check – confirm it translates well into other languages.
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Legal review – have a lawyer evaluate protectability.
Refine based on any issues uncovered in diligence. Don’t finalize a name without thorough vetting first.
Step 6: Create Branding Support
With your final name selected, build out complementary branding assets:
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Logo – develop a logo that aesthetically matches the name.
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Tagline – craft a supportive slogan or tagline.
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Packaging – design packaging that incorporates the name prominently.
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Style guide – outline branding rules for using the name in promotions.
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Website – secure a .com domain and launch a website.
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Collateral – include the name across all marketing materials.
Consistent use of your new name will help drive awareness and recognition.
Step 7: Announce the Name Launch
Unveil your product name with an announcement campaign:
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Pitch an exclusive reveal story to high-profile media.
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Promote the launch across social channels and PPC ads.
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Host a launch event or contest to engage customers.
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Send emails introducing the name to your existing audience.
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Publicize any meaning or backstory behind the name.
Generating buzz and excitement will give your new name the traction it needs to succeed.
Final Thoughts
Naming a product requires balancing creativity with strategic thinking. Set your name up for success by:
- Defining your goals and target audience upfront
- Considering both meaning and marketability
- Exploring many brainstormed options
- Performing comprehensive due diligence
- Aligning visual branding and assets
Rushing the naming process or settling for a “good enough” name can hamper your marketing efforts down the road. But take the time to develop a name with purpose, and your efforts will be rewarded.
So now that you know how to strategically name a product, it’s time to starting brainstorming and own your market with a name that sells!
It should evoke an emotion, feeling or idea
Your product name should tie back into what your product is, what the feeling you want people to have when experiencing your product is, and/or what idea are you trying to get across.
It should be emotive and inspiring.
It should be unique
It’s very hard in this day and age to be completely unique, so you can give yourself a bit of leeway, but your product name should at least be unique to your industry.
This makes it much easier to get the domain, do well in search and know that when someone says the name, they mean your product.
How to name a product, from the man behind Swiffer and BlackBerry
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