You’ve done the research and development. You finally have a product that offers revolution in your market. The next roadblock is finding the right name.
On paper, naming a product doesn’t seem like a big challenge.
You may think you put all the hard work in already when developing the idea and the product itself. But naming is hugely important. The right name is memorable, easy, and draws in customer attention. The wrong name results in the product being lost among the competition, regardless of how revolutionary it is.
Finding the perfect name for a product is a creative exercise mixed with strategy. Maybe for your first product, the name came easily and naturally.
This isn’t the norm.
Most of the time, naming products have become a scary part of product development.
Why is a Name Important?
The right product name plays a huge role in your marketing success and branding. Consider popular product names that exist: Mac, Band-Aid, Dove, KitKat. These names have developed recognition on their own.
Some are tied to their parent company’s name, others are not. But they all share the features that they are unique, simple, and memorable.
Yes, these product names have been around a while. And that does impact their recognition today.
That isn’t the only factor of their success, though. They stuck in people’s minds. They were easily shared and talked about. Promoting those names became a successful marketing strategy.
With a strong product name, you gain several benefits.
It entices customers by making an impactful impression on them from the first time they hear it. Good names differentiate you from your competition, effectively attract your target audience, and are memorable. They also have a big impact on your brand identity and are heavily intertwined with your brand.
Understand Your Product
The first step of naming your product? Understand your product.
You must know all the details about your product, such as the problem it solves, the target audience for it, and its key features. All of these facets affect the name.
For example, Company A gives their new product a long name. This works because the audience that Company A is targeting is drawn to the longer, more descriptive name. This tactic doesn’t work for your product, though. You have a different target audience who resonates with shorter names. But, to recognize that, you need to know your product.
The same is true of the other facets. Depending on the problem your product solves, the ideal name differs from another company’s. And this also holds true based on the key features that differentiate your product.
If you understand your product fully, it also gives you clues about ideal name options.
Let’s have another example: you have a new product that solves the issue of providing people with a snack, while also being healthy and keeping them on track with a sustainable diet change.
Use that solution in your name. Names like Stealth Bars, or The Healthy Munchies, indicate that the product is a snack that keeps consumers healthy. This won’t draw in consumers who are not looking for your product. But, it will stand out to your target audience.
Brainstorm Potential Names
I’ve used this strategy before when I think of names for my different endeavors.
It involves writing down every possible word you can think of in relation to your product. This includes made up words, alliterations, misspelled words, blended words, and compound words.
Getting all your thoughts out creates a jumping-off point. As you look through everything, you may remember new words that sound perfect for your product. Or, you’ll see word combinations that wouldn’t have come to mind, organically.
It seems pointless, but it does aid with creativity. For some of us, when we try being creative, we don’t succeed. Brainstorming gets around that. It activates our creative minds when we have little success doing it ourselves.
As you do this, write down everything that you think of. It doesn’t matter if it is ridiculous. It doesn’t matter if it’s short. It isn’t important if you immediately know it won’t work once you think of it. Write it down anyway. Worst case scenario, you wasted two seconds writing down a pointless word for your product name. But, it could serve as that creative spark that you needed for discovering the perfect product name.
Make Use of AI
As with most of us who occupy a creative space, I’m not thrilled about the current direction of AI growth. But, it’s here to stay, so we may as well get used to it.
AI is a fantastic tool (I personally think it should stay that way, but we aren’t discussing that ). Anyway, if you are having a creative block, use AI naming tools. Type in a few descriptors of your product and see what AI generates.
I have used these tools before. I used them as a way to get additional creative input outside of my own mind.
AI name generators gave me different words or combinations that I hadn’t thought of in my own brainstorming sessions. Those words I combined in different ways for a finalized name. I haven’t used a fully-AI generated name, myself. Mainly because of my own stance about it.
If your new product is named by AI, then so be it. Just keep in mind: if that name was generated for you, then it was generated for thousands of others.
Check Trademark Registrations
That segways nicely into our next point. Research trademark and copyright and any other type of registrations. Do an online search for potential name-shares with companies who didn’t trademark their products. Avoid any potential legal challenge with the name you picked.
I know, I know. It is miserable when you find a name you love, and discover that it’s being used elsewhere. I have experienced that disappointment more times than I would like.
Unfortunately, that’s the name of the game (pun).
Going with a new product name that will bring about legal troubles in the future is a bad decision. You want something that is free of potential issues. Something that you can trademark and protect.
When there is a name you love that someone else used, try exploring different spellings. Or try leaving out certain letters. Essentially, change up the name a bit. You can also choose an entirely different name, of course.
For me, choosing an entirely new name is easier. It’s easier for me to cut my losses and shift my focus elsewhere. Yes, that means going backwards in the naming process, but that’s the way it is.
Try a Product Naming Survey
Alright, you’ve gone through all the steps above and still have several options you’re picking between. In this situation, conduct a product naming survey.
Conducting these is simple. Create a list of at least five potential names. For each name, inquire about people’s overall impression, the uniqueness of the name, the memorability, and the trustworthiness.
These surveys give you feedback about the actual goals of your product name. You want a name that’s memorable, for instance. If your preferred name doesn’t bring about reports of memorability for consumers, go with a different option instead.
This is the time to leave your own feelings at the door. Throughout the process, there will naturally be preferences formed toward different names. But, if those names don’t rate well in a survey, leave them behind. Don’t let your pride get in the way of picking the right name for you.
Now, that being said, there is a small place for your feelings. If you have put in the thought and done the research about a particular name, sometimes taking the risk is worth it.
To cycle back, naming a product truly is highly dependent on you and your needs in business. But, that doesn’t mean it’s something worth fearing. Follow these tips and apply them to your situation. Finding the perfect name won’t be a challenge.
What tips have worked for you when it comes to naming products? Or naming anything, for that matter?