“What’s in a name? That which we call a rose by any other name would smell as sweet.”
Sorry, Shakespeare, but we must agree to disagree on this one.
Although your product’s name isn’t the end-all, be-all of your packaging design, it’s easy to see why the concept of naming has so much power. To name something is to give it an identity. Names engender associations across cultures and individual experiences.
A consumer in France may hear the brand name “Gucci” and conjure up a completely different image than a consumer in the U.S., but more likely than not, these two consumers will conjure up many similar characteristics as well. Luxury. Status. Wealth. These are core associations that the Gucci brand has baked into our culture over the years, so much so that the name is now slang for younger folks. (Trust us here. Walk up to your kids and tell them their style is so Gucci. You’ll enjoy watching them roll their eyes.)
In other words, names have power. They can put ideas into consumers’ minds and cement your brand values into our culture’s consciousness.
If you’ll allow us to disregard the poetic nuance of Shakespeare for a moment, when posed with the question, “What’s in a name?” we’d reply, “Damn near everything.”
Find the Perfect Name
The science of name development within the marketing realm shows plenty of researchers and psychologists drilling down to the nuances of how every letter, syllable, and sound can influence our perceptions. It’s big business – but in our view, product naming doesn’t need to be a science project. From our experience with corporate branding, you need only a few elements to design a product name that stands out from the crowd.
- Names should have meaning.
- Names should reflect shared values.
- Names should be visually distinct.
Let’s dig into each of these in more detail.
Product Names Should Have Meaning
The best product names aren’t mere descriptors of the product itself. For many brands, product names are an opportunity to describe loftier ideals or features that they’d like associated with their brands:
- Cadillacs were named after French explorer Antoine de la Mothe Cadillac, meant to evoke a sense of adventure and pioneering spirit.
- LEGO is a contraction of the Danish phrase “leg godt,” meaning “play well.”
- The Pantene Pro-V line was named for its recently discovered special ingredient, vitamin B5 panthenol.
These examples reflect a different type of shared understanding between the buyer and seller. The names Cadillac and LEGO evoke an emotion. Pantene Pro-V’s approach highlights specific product features as a selling point.
However you approach it, you’re sharing information about your brand and creating a sense of transparency around your brand goals. Research shows that 86% of consumers agree that authenticity is important when deciding which brands to support. When consumers associate product names and meanings, they’ll understand your brand more deeply.
Product Names Should Reflect Brand Values
Ideally, your product name will reflect your brand’s core values. Sustainability, eco-consciousness, fair trade, self-confidence, diversity. Whatever the value is, you’ll capture more consumer attention if you draw a clear association between the product name and the value.
A great example of this is Nike’s line of Air Jordan sneakers. These simple basketball shoes became a global phenomenon throughout the late 80s and 90s thanks to the worldwide popularity of Michael Jordan himself.
But Air Jordan fever wasn’t about the shoes. Not really. The product barely mattered; kids didn’t line around the block to get the latest Air Jordan sneakers because they were so comfy or well-made.
They lined up in droves because of the associations the product made in their minds. Sure, they wouldn’t let you jump like MJ, but by invoking Jordan’s image soaring through the air, kids and athletes believed these sneakers could bring something unique to their game. This was a core value of Nike’s brand, and combined with the marketing genius of the Air Jordan name, the company created a product line that earned hundreds of millions of dollars over the years.
Of course, finding the perfect brand name to reflect your company values is easier said than done—which is why it’s so powerful when done well. Additional research shows that 77% of consumers prefer to buy from brands that share their values. This is an important selling point for marketing to Generation Z and other young audiences, so make those values clear in your product name and other packaging design elements.
Product Names Should Be Visually Distinct
Naturally, having a name that stands out from the crowd is better than blending in with a competitor’s existing product line.
This has obvious benefits from a brand differentiation perspective; the more memorable your product is, the better off you are – even if it means getting a little weird. Who would have thought Smucker’s brand would be as sticky as it is? A little originality can go a long way here.
But it’s not just about memorability. Consider how your new product name fits your larger branding and marketing strategy.
Take SEO, for example. The cosmetics-based Dove Beauty Bar isn’t competing with the Dove Chocolate Bar on the retail shelf. But if consumers go to Google and search “Dove Bar,” the brand keywords will lock horns. One brand will inevitably fall short and lose a higher ranking in the SERPs they could have earned with a unique product name.
Of course, don’t feel pressured to base your entire naming decision on these downstream marketing impacts. Remember to think long-term about your naming strategy; it affects more than what consumers see on the shelf.
Make Connections With the Perfect Product Name
Overall, great product names are about something bigger than the product itself. They might reflect your company’s values, goals, or the product’s most significant selling points. It doesn’t matter which approach you take. What matters is that you tap into a shared connection between your company and your target audience and use your product name to reinforce this relationship.
Data-Driven Brand Development With Guaranteed Performance.
Are you ready to take your brand to the next level? SmashBrand, a brand name development agency, guarantees performance predictability. Our team of experts conducts extensive research, designs stunning visuals, and rigorously tests all products to ensure peak shelf performance. Book a time to learn about our naming services and discuss your branding needs with our team.
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