If you have gone through the process of ideating, designing, and commercializing a product you are to be congratulated. That is a lot of hard work! Lots of steps, validation, approvals, feasibility, pricing, audience targeting, etc. If you have checked all the development boxes yet do not have a name for your product, time is of the essence.
To start the process of naming, Squadhelp branding experts recommend writing a brief, a short one page document that has some of the key attributes of the product, such as: what brand it falls under (if any), who the key audience is, price point, category of product, main attributes and usages of the product, and any other important information that will be of assistance in your quest for a new name.
Think about other products in the category your product is in. Are there any names you really like? Names that turn you off? What are some of your favorite product names and what makes them favorites? What are some classic product names… Would something like that work?
Then gather a few friends, family and/or colleagues to help you brainstorm names that will fit your product and the brand it may be under. We like to think of style categories and decide which may be the right direction for this project, be it classic, clever, intriguing, emotional or experiential. Categorize the names you come up with under the various styles. Also decide do you want the name to be visual, short, fun, serious, strong, feminine, or what other characteristics do you want?
If you stall while brainstorming, bring up favorite names and brands of products in use today,. We have way too many favorite product names in the marketplace to name them all, but here are a few to peruse: Happy Meal, PayPal, Frisbee, Squatty Potty, Blackberry, Apple, Chia Pet, iphone, Kleenex, Caramel Machiatto, Hokey Pokey Elmo, Nature’s Miracle, Simple Green All Purpose Cleaner, Smartwater…
Here are a few of our favorite Squadhelp client product names:
- Talkzie (language tutoring app)
- Kinetic Sweat (cardio fitness class)
- Rare & Bare (women’s personal care brand)
- Scriby (notebook and stationery)
- Midnight Fresh (a natural tooth paste)
- Seasoned With Love (cookbook)
- Cudli (pet beds)
- Twisted Beauty (lip balm)
- Snooze Cube (mattress in a box)
- Swoop (drones)
Walk through product names, the names you came up with, review other products in the category, look at magazines, product trends, fashion ads for ideas. No idea is a bad idea. Build off of each other. Have multiple ideation sessions if need be. In between, give homework for everyone to come back and present a similar product where they like the name. Don’t give up until you feel that you have a name that will represent your product well. Once you do, we recommend you validate the name through audience testing, followed by getting trademark reports, and filing for a trademark as part of your due diligence.
With all the steps completed, your chosen name is ready for launch. Once again, congratulations.