Choosing the Right Brand or Product Name.

Whether you’re starting a brand, sub-brand, or product extension, its name matters. You want something that’s recognizable but is also unique. In some cases, such as Kleenex for tissues or the Magic Eraser for cleaning sponges, you can create a name so iconic that people use it to describe any product within that category—even if it includes competitors.

The branding was perfect in these examples as it catapulted a single brand to the top of its field. So, what steps are required to find a name for your brand or product that’s relevant and unique and evokes a positive response from your target audience? 

You might be surprised to learn that there’s an actual process behind effective brand naming, and every step is intentional.

Names Only Matter When the Product Works

A memorable name that evokes positive feelings is possible only when offering a quality product or service. A catchy name won’t overcome subpar service or poorly crafted products that fall apart or fail to meet company claims.

Many brand owners put so much energy into picking a name that they fail to focus on whether their product or service is living up to the hype. Certain brands can achieve “top of mind” status only because the name is attached to something effective.

Regarding our initial brand examples, no one would care about Mr. Clean’s Magic Erasers if the product were terrible at cleaning up messes. And who would care about Kleenex if the tissues were rough on our skin and failed as handkerchief replacements for coughs and sneezes?

So, while names matter, ensure you’ve already fine-tuned your product or service offering. Is it meeting a need not met by competitors? Or is it improving upon a pre-existing product offering?

Names Should Be Distinct Yet Memorable

Especially for new brands, you’ll want a name that showcases your unique brand voice and helps differentiate your offering from the competition’s. Keep in mind that you might use this name for your website domain. Names that are too long or hard to pronounce might be difficult for customers to remember. Short is best, but at the same time, it’s okay to pick unfamiliar words that stand out in people’s minds.

Consider the streaming service Roku. Roku is a Japanese word that means six. Incidentally, Roku was the sixth company launched by the founder Anthony Wood. So, the brand name has a personal meaning that differs from competitors like Netflix or Hulu, yet is still easy for consumers to remember.

However, there’s a caveat to picking words from other languages. Always ensure the word is positively received in the language you select. The last thing you want to do is alienate other markets by picking words with negative connotations.

Read More: The Complete Guide For Mastering The Naming Process.

Names Shouldn’t Pigeon-Hole Your Company

Everything evolves, including brands. Maybe your brand focuses on selling brooms, mops, and other cleaning hardware today, but as time goes on, you might realize that expanding into cleaning products is a natural segue that makes sense. A brand name called “Mops for Less” would be limiting if you eventually offer floor-cleaning solutions and window-cleaning sprays. A name that references general cleaning would make more sense and can still apply to cleaning tools and solutions.

While none of us can predict the future, avoiding single-use type names that limit your flexibility is best. 

Mind the Legal Issues

The last thing you want is to find yourself in a legal battle for a name—especially if you’ve already invested time and energy into branding your business and products with that name. Before settling on it, you should perform a trademark search to ensure there aren’t any conflicts.

Even if a brand owns a name but hasn’t used it yet, avoid using that one. Additionally, once you settle on a name and confirm there aren’t any outstanding claims, perform the necessary due diligence. Submit your trademark request to the United States Patent and Trademark Office to protect your name and investment.

Consider the Distinctiveness Angle

If you pick a name that’s too generic, it will be nearly impossible for your customers to remember in a sea of competitors. Brand recall is important and should be a top consideration when looking at impactful brand naming options.

For example, if you own a frozen pizza brand, “New York Pizza” is a terrible brand name. There are hundreds of thousands of pizza shops across New York, and the mental competition for that keyword will be high. Also, from an online search perspective, you’ll spend a lot of money for SEO campaigns to land on page one when customers Google “New York Pizza.”

Does It Tie Into Your Brand Story?

Tying a brand name into a brand’s overall story might not always be possible, but for businesses that try to create a cohesive image, be sure to come up with product or brand names that support your overall mission, vision, and values. This can be a powerful opportunity to market your company further.

The Importance of a Name

While a good name is no substitute for a quality product or service, a well-crafted name can help build consumer trust and visibility. It can serve to remind your target audience of your product offerings. And more importantly, a relevant and unique name can support your marketing strategies.

SmashBrand is a data-first branding agency that specializes in naming. Through our Path To Performance™ process, we can help you bring your packaging to life, and it can assist you with building out a brand that endures. Contact us for more details about our branding and marketing services.