Overview
Looking for the perfect brand name for your next launch? A strong naming strategy begins with the right approach, which involves integrating practical product naming exercises into your process.
These tools are essential for generating a brand new name that stands out, connects with your audience, and aligns with your positioning. Whether you’re refining a business name idea or exploring multiple potential names for a product, structured exercises bring clarity to the chaos.
In this article, we’ll break down proven brand naming exercises, from guided naming workshops to step-by-step naming frameworks. You’ll leave with practical techniques to spark the right brand name idea and choose a business name that earns attention and builds equity.
What is a product naming exercise?
A product naming exercise is a structured process of generating and evaluating potential names for a new product. It plays a vital role in the brand naming process, helping teams arrive at the right name that captures attention, builds brand recognition, and aligns with overall naming objectives. The target audience takes center stage in product naming strategies.
These exercises typically involve brainstorming sessions with marketers, designers, product teams, and sometimes a specialized product naming agency. The goal is to generate a wide range of options, from descriptive names to compound words that could evolve into a unique brand name or even a new company name.
Each naming decision is then evaluated based on relevance, clarity, differentiation, ease of use, and trademark potential. The strongest candidates are tested against current naming trends and validated through market research.
A good name doesn’t just describe a product; it creates a connection and a competitive advantage.
Why do product naming exercises matter?
Product naming exercises are a foundational part of the branding effort. A new name is a strategic asset that shapes brand awareness, communicates brand personality, and reflects the brand’s essence.
Here’s why these exercises are essential:
- Brand Alignment: A strong name reinforces brand personality and supports a clear naming convention that aligns with your existing brand and positioning.
- Creative Process: Naming exercises are where the creative process comes to life. They invite diverse perspectives to generate original ideas that go beyond the obvious.
- Strategic Discovery: These exercises compel teams to delve into the product’s purpose, differentiation, and target audience, ensuring the name resonates with potential customers.
- Emotional Connection: When a name sticks and aligns with positive experiences, it helps drive affinity and brand loyalty over time.
- Resource Efficiency: Structured naming approaches reduce guesswork and streamline decision-making, making the most of your internal and external branding resources.
Product naming framework isn’t just a creative step; it’s a strategic move that can define a brand’s market success.
Brand naming exercise list.
Finding the best-performing potential name that aligns with your brands personality does require effort, but it’s worth it. Here is a list of brand naming exercises to help you uniquely name your products and brand.
Consumer persona alignment.
It is essential to thoroughly research the target audience, understand them from various viewpoints, and develop several consumer personas. Companies must generate product naming ideas that are perfectly aligned with the audience’s interests, preferences, and lifestyles, ensuring a more resonant and impactful connection.
Benefit-focused names.
Product names that discuss benefits are more likely to drive sales than general names. Therefore, companies must name their products in a way that highlights their key benefits.
If a product is a moisturizer that provides all-day hydration, companies may brainstorm words like “refresh,” “replenish,” and “hydrate.”
Category-specific terms.
Another powerful naming exercise is to give category-specific names to the products. Industry-specific terms and popular phrases related to the product category are the best way to establish a solid connection with consumers.
The term “smart” in the product name immediately conveys that the product is a watch with innovative features.
Suggestive descriptions.
Think about the primary function of your product and brainstorm words or phrases that suggest that function. For example, if your product is a hair brush that detangles hair, you might brainstorm words like “smooth,” “untangle,” and “comb.”
Consider using metaphors or analogies to describe the product’s function in a more creative way. Similarly, use descriptive adjectives to suggest the product’s benefits or features.
Sun Shield is an example of a name that can be conceived through suggestive naming exercises.
Cultural references.
Incorporating cultural references is another effective way to name your product. Companies must effectively utilize idioms and symbols to appeal to their target market. For example, a skincare product targeted at a younger audience might feature a famous social media influencer or reference a popular meme.
However, all cultural references in the product name must be positive and appropriate for the global market. A product with a name in the US must not have any issues when sold in Italy, Japan, or China. So, use those idioms and symbols carefully.
Brand story integration.
Use your brand’s mission statement or slogan to guide the naming process. For example, a brand that aims to empower women might use names that reflect strength, confidence, or independence.
Consider your brand’s tone of voice and personality when naming your products.
A brand that values humor and wit might use puns or wordplay in its product names, while a brand that values simplicity might use straightforward, descriptive names.
Seasonal or limited edition names.
Use names that evoke the specific time of year or season. For example, a limited edition winter coat might use “Frost” or “Snowdrift,” while a summer-themed beverage might be named “Sunburst” or “Beachcomber.” Highlight the exclusivity of the product with names that suggest rarity or luxury. It is another way to build curiosity around the product and increase its value in the market.
Ingredient emphasis.
Products with high quality and unique ingredients must capitalize on their advantages to capture the attention of potential customers. Companies must use the name of the critical element in the product name. It’s essential to highlight the quality or uniqueness of the ingredient with descriptive adjectives.
A coffee that uses only the highest quality beans might consider the word “Premium” while working through naming exercises.
Evocative imagery.
Product names that evoke vivid imagery of the product’s usage tend to generate more sales. Therefore, brands must use terms that capture the customer’s imagination. These names must use descriptive words or phrases that depict the product’s usage or benefits.
Experiment with using metaphors or analogies to convey the product’s benefits in a more creative way. Most importantly, using sensory language to evoke a specific feeling or experience.
Memorable wordplay.
Companies may also utilize the power of rhymes, alliterations, or puns to create unique and engaging product names. Such names are easy to remember and grab the customer’s attention.
Memorable wordplay naming exercises can lead to unique concepts, such as Squatty Potty, which have the potential to become household names.
Simplified language.
In contrast to the memorable wordplay naming exercise, simplified language naming uses simple, easy-to-spell and pronounce names. The goal is to avoid using complex words or terms that could confuse potential customers.
It’s worth noting that using simplified language for product names can enhance accessibility, making them more inclusive to a broader audience, including those with limited English proficiency or cognitive disabilities.
Localization consideration.
Localization considerations are particularly suitable for products targeting specific countries, cities, or continents. It is best to research the target market’s language and culture first to ensure that product names translate well and don’t have unintended negative connotations. For example, a product name that sounds catchy in English might have a negative meaning in another language. This product naming architecture is particularly effective for food products, as people tend to prefer purchasing items from desirable geographic regions.
Positive emotions.
Product names that evoke positive emotions sell like hotcakes. Therefore, companies must craft product names that stir positive emotions, such as joy or excitement, to engage their audience emotionally.
One of the best ways to do this is to use playful or whimsical names that evoke a sense of fun or excitement.
Niche targeting.
Niche targeting is another effective way of distinguishing your product from the crowd. Experiment with jargon or slang specific to the niche market or subculture. For example, a skateboard brand might use words like “shred” or “grind” in their product names to appeal to the skateboarding community.
Packaging visualization.
Use aesthetically pleasing names to attract eyeballs on the store shelves. Consider using colors or graphics that complement the product name and create a cohesive visual identity.
Apple & Eve is a juice brand with all-natural ingredients. To support their name, the visual identity uses earthy tones and nature-inspired graphics to create a natural and organic feel.
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The importance of legal and trademark review.
Conduct a thorough search of existing trademarks and copyrights to ensure the product names are legally available. It helps avoid potential legal issues and costly litigation. Consider hiring a trademark attorney to conduct a comprehensive trademark search and provide legal advice on the availability of the product names.
Conducting surveys and name testing.
Last but not least, involve your target audience when naming your products. Hire a market research firm or product naming agency to conduct surveys or focus groups to gather your target audience’s feedback on potential product names.
Utilize online survey tools, such as SurveyMonkey or Google Forms, to create surveys that gather feedback on potential product names. It helps gather feedback quickly and efficiently from a large sample size.
Data-driven product naming for CPG brands.
SmashBrand is the only brand product naming agency to guarantee a performance lift. We work with consumer brands, helping them build a standout product that competes in the most demanding retail environments. Our product naming services are a part of our Path To Peformance™ process, where we create a brand strategy and packaging design that puts your best foot forward.
A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.
From his early endeavors in launching a successful sports nutrition brand that gained prominence in significant bodybuilding and fitness retail spaces to his entrepreneurial ventures in kick-starting multiple brick-and-mortar and e-commerce startups across diverse industries, Jason's career is studded with substantial milestones. Notably, he has innovated numerous products later embraced by leading industry brands, showcasing his knack for anticipating market demands and setting trends.
Jason's journey in the CPG industry commenced at age 21. Over the years, he has worn multiple hats, ranging from a manufacturer and retailer to a distributor and brand owner. This multifaceted experience equips him with the rare ability to offer practical advice grounded in real-world expertise. His mission is to guide and support other CPG brand owners, directors, and managers on their path to success.
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