How to Name a Product
Creating a great product name – one that is unique, descriptive, creative and informative – can be a difficult task, but it has the potential to increase market dominance, generate excitement and increase brand influence. On the flip side, a ‘bad’ product name has the risk of having the exact opposite results, which is why product naming is such an important part of bringing a product to market.
While naming products can be difficult, it can also be a fun task and by the end of this article, you should feel more confident about how to name a product, what product naming is and why it is such an important part of your business strategy.
Why is the Product Name Important?
Getting a product name right is incredibly important. According to a McKinsey study, 50% of product launches fail to meet business objectives and a great product name can make or break a launch. The product name specifically refers to the product or service that the company offers, as opposed to the brand name which represents the overall image, personality and identity of the company or product.
A great product name plays a crucial role in its success. While it won’t make a mediocre product better, it can make your product more memorable, highlight its features and benefits, and generate positive sentiment. A strong name helps you stand out from competitors and creates a foundation to expand your product range.
Features Of A Great Product Name
Great product names have a particular set of features that make them memorable and desirable to customers. Rules you should follow when naming a product include:
Distinctiveness: New products are launched every day, so having the advantage of differentiation in the market makes marketing easier. Keep in mind that the product name you choose should be unique to your industry so when someone mentions your product, they know it’s yours and not someone else’s. Another important, and simple step, is to check whether the name is already trademarked, which can be done through IP Australia.
Visibility: Visibility is different from distinctiveness as it’s more about how it ‘stands up’ rather than ‘stands out’. This means it needs to be easy to find, be it through its packaging or how people search for the product online.
Brand synergy: How does your product name align with your brand image? Does it create consistency, as the more consistent your image is the more likely customers will trust you. An example of a brand that made an error with their product naming strategy is Vegemite and the iSnack 2.0. While customers were supportive of the concept of cheese and vegemite together, the product name did not fit with their current brand and the image that they’d created and held for so long.
Resonance: Your product name should resonate with your ideal customer. It should evoke the right feelings, perceptions, or impressions to connect effectively with your target audience.
Scalability: Think long-term. Will this be a standalone product, or could it expand into a larger product line if it’s successful? If you see growth in the future, make sure the name supports that by avoiding current trends (try and aim for something that will still make sense in 20 years).
Evoke emotion: Consider the emotions the name will stir in your target audience. Does it create excitement and interest? The name should reflect the product and the experience it offers, sparking something memorable for your consumers.
How to Name a Product in 5 Steps
Even when you are at the very early inception of the product development cycle, you should dedicate time to make sure you come up with a name that distinguishes the product from competitors, boosts its market position and emotionally engages your target audience.
If the perfect product name doesn’t pop directly into your head, you can follow the five steps below.
- Define the product/service
Start by listing the product or service’s key purposes. Identify the one thing it must do exceptionally well. Next, validate each statement by addressing user needs, struggles and the “jobs to be done.” Eliminate anything that doesn’t directly align with the product’s core purpose. Aim to narrow it down to five clear statements that define the product’s role. Mind mapping is a great way to approach product and service definition. Capturing this information in a graphical map makes it easier to illustrate ideas and concepts around the product or service to help identify potential names.[1] [2] [3] [4]
- Brainstorm ideas for names
Start with a product description or image. While a description works, an image gives consumers a clearer picture of your product. Test 3-15 name candidates and choose one that stands out from the competition. It should catch attention whenever mentioned.
- Narrow down top choices and then look at competitors
Look at what’s already out there and which names are successful. This isn’t about copying others but understanding what kind of name stands out by being unique, while still fitting within the market.
Your goal is to position your new product as distinct from competitors, creating a fresh perception instead of blending in with your existing brand or product lineup.
- Test name options
Once you’ve settled on potential names, it’s time to test them.
Internal tests:
- Get feedback from everyone in the company. Does the name fit the brand identity?
- Ask your sales team how they think customers will respond.
- Check with your marketing and design teams on the visual element of the name.
External tests:
- Ultimately, you need to know if the name resonates with customers.
- Does it clearly communicate the product?
- Test customer response to the name. Is it memorable and what emotions does it evoke?
If the name your target audience prefers isn’t your first choice, trust their pick. After all, you’ve been closely involved with the product and may be too familiar with the options.
- Apply name to your product
Once the product name is selected, it is time to develop a marketing strategy to promote it. Begin collaboration with visual designers to create the right packaging and design to fit the image of the product name.
Tips for Choosing a Product Name
In an era where new businesses and products are launched every day, you can keep these tips in mind to develop a unique product name:
Make it easy to remember: Longer names are harder for people to remember and often lead to abbreviations that you can’t control, which may undermine your marketing strategy.
Make it positive: Does your product name work everywhere? Ensure it won’t get lost in translation or carry an inappropriate or strange meaning elsewhere. This happens more often than you might think.
Make it easy to pronounce: If your product name is hard to pronounce, people won’t talk about it. Keep it simple and ensure it rolls off the tongue easily. Your product name should stand out, catching attention whenever it’s mentioned
Make it easy to understand: Sometimes, when we misspell things, Google can figure it out and show us what we actually meant. But do you really want to leave it to chance? Ensure your product name is easy to spell, so people can find it without difficulty.
Be descriptive: Competition will be fierce, so you need a name that makes your product stand out. Start by considering how your competitors approach naming. Often, the best place to begin is with a name that describes exactly what your product does.
Use real words with a twist: Product names don’t have to be literal. They can be suggestive, like Nike’s ‘Blaze’ (designed for speed and agility) or Apple’s ‘Safari’ (evoking a sense of exploration and discovery).
Add a prefix or suffix: You can turn a common word into a product name by simply adding a prefix or suffix. Apple uses this technique frequently, with examples like the iPhone, iPad and iTunes.
Create a compound word: With so many brand and product names already trademarked and domain names taken, it’s common to form new product names by combining two words. Examples include Facebook, WordPress and Dropbox.
Make up a word: To create a unique product name, you can make up a completely new word. Examples include Google, Kleenex and Xerox.
Change spellings: If the perfect name is taken, consider modifying an existing word. Brands like Lyft and Flickr use altered spellings to stand out and work around trademark issues.
Blend or tweak words: When a single word or compound word doesn’t work, try blending words for a creative name. For example, Netflix or Gatorade.
Create an acronym using initials or numbers: Acronyms and initials are short, but they often don’t convey much on their own. Use caution when opting for this naming technique, as it may take longer to build brand recognition with names that include numbers or letters that are hard to remember.
Examples of Great Product Names
As you can see, creativity has no limits when it comes to naming a product. As long as consumers connect with the message your product name conveys, you’re on the right track. Here are some companies that have mastered product naming, and a few reasons why their strategies work.
Apple
Apple’s use of the ‘i’ in their product names like their iPhone, iPad and iPod is instantly recognisable and represents the broader concepts of the brand like innovation, individuality, instruction and inspiration. It also represents the internet, reflecting the continual growth and importance of the internet. The ‘i’ makes the product instantly recognisable as more than just a ‘phone’, ‘pad’ or ‘pod’.
Boostlab
Boostlab Co uses simple and descriptive product names in their extensive range of skincare. With product names like ‘neck firming serum’ and ‘anti-ageing serum’, customers know exactly what they are getting. This type of product naming is successful for the brand as it reflects its entry level skincare products.
Windows
Microsoft’s core product name has a dual meaning – it describes the physical windows that appear on the screen when you use their operating system, and also the idea of opening a window into the world with new possibilities and opportunities. It’s descriptive in a pragmatic, down-to-earth way and works on another level too.
Choosing the right product name can feel overwhelming, but with the right approach, you can make the process smoother. The key is following the best practices for naming, which will help you come up with a list of titles that resonate with your audience. Once you’ve named your first product or two, you’ll find the process easier and faster over time. Be patient, take the time to brainstorm, and gather feedback from various sources to find the perfect name.
Need help crafting the ideal product name? Contact Brandwell – we specialise in creative, effective product naming that sets your brand up for success.