When launching a new product or service, a great name can make a big difference in its success in the marketplace. There are many factors to consider when coming up with name options and evaluating them.
Criteria for Naming Products
The Name Game: A Dozen Considerations for Naming a Product
1. Easy to pronounce – Is it easy to say? Might people pronounce it in different ways?
2. Sound – How does the name sound in conversation? Is it pleasing?
3. Memorable – Is it easy to recall? Will your customers and partners remember it?
4. Appearance – How does the name look in print?
5. Distinctive – Relative to direct competitors and the marketplace as a whole, does the name stand out?
6. Fit with product function and positioning – Does it help explain the product’s intended use, e.g. Weed Whacker? Does the name reflect the positioning, e.g. Sear’s Diehard?
7. Fit with company’s personality – Is the name reflective of the company and its brands?
8. Warmth – Is the name warm and personable or cold and unemotional?
9. Versatility – Does the name provide opportunities for marketing and advertising efforts? Does the name offer possibilities for taglines, advertising lines and word play?
10. Logo possibilities – Does the name suggest graphics and logo possibilities that might make it even stronger?
11. Trademark and URL availability – Can the name be trademarked? What URLs are available? What social media names are available, e.g. Facebook, Twitter?
12. Intangibles – What other elements related to the name set it apart or makes it a better choice?
Some of our product naming work has included:
- Grand Portage – A craft beer
- Backpack Poet – A kid’s game
- Well Prepared Coach – Line of coaching products
- Tandem Library Group – Company name
- Body Double – Kid’s toy
If you’d like to find out more about our product naming and product launch services, please contact us for a free consultation.