A good product name is critical in today’s overloaded atmosphere; whether you are on a crowded store shelf or online fighting for eyeballs, when you only have one second to tell customers who you are and what you do, finding a name that telepaths your brand can do wonders. As naming professionals, here are some secrets we focus on to come up with a breakthrough name.
Avoid Naming in a Vacuum
Immerse yourself in their world…it is very important to think about your target and all the other names in their closets, cabinets and refrigerators. For example, when attracting a 20-something who is immersed in a set of brands that have trendy new names surrounding them, you want to be in a position to make sense in that world, but also stand out. If their socks are called Bombas, their suitcase is called Away, their skin care is called Drunk Elephant, and their plant-based yogurt is called Laava, you can’t sell them a new food called Mom’s Cooking. You need a name that fits in better with their world.
Don’t be Afraid to Have An Emotional Name That Focuses On How The Product Will Make You Feel Vs. A Highly Functional Name
An emotive/end-benefit focused name can work wonders at creating a winning connection with your consumer. It allows them to understand how the product will make them feel and it sets your product apart in the sea of sameness. e.g. Recess CBD beverage, Welly Bandages, Hello oral care, and Bulletproof coffee – they all focus on how the product will make you feel/react when you are using it.
Be Open to Multiple Word Names to Get a Bigger Idea Across and Get Your Trademark
Finding a one-word name that isn’t trademarked, is increasingly challenging. Names with a few words can be both highly memorable and improve your chances for a Trademark. Think about Just Crack an Egg vs. Eggo breakfast foods, Off the Eaten Path vs. Ruffles salty snacks or Field Roast vs. Gardein plant-based meats. Creating a longer name adds both interest and information about your product.