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Mastering the Art of Product Naming

Posted in Branding

Naming your new product is not always as easy as it seems, many factors can go into the naming of a product. Here we have give you a few tips and techniques for creating memorable names.

Zipper in blue jeans

Preamble: Over 37 some years ago when I was just starting out in the world of marketing, I had the opportunity to attend a marketing presentation the owner of the agency I worked for was giving.  It was Marketing 101 and the fun side of marketing presented to high school students.. I found it absolutely fascinating at the time and some of what he said has stuck with me all these years… He spoke of the 5 P’s of marketing but then dove into branding and much more, but one of the topics he touched on was Onomatopoeia (aa·nuh·maa·tuh·pee·uh), specifically referring to the Zipper – even though it was patented as a hook-less fastener.  Since April 29th is National Zipper Day,  it brought back a portion of the talk my former boss gave that day and thus, this blog article…

Tips and Techniques for Creating Memorable Names

When it comes to marketing a product, choosing the right name can make all the difference. A well-chosen name can catch the attention of potential customers, make your product memorable, and even help it stand out from the competition. But how do you come up with a great name for your product? It is a question many inventors and entrepreneurs have struggled with for eternity. Here, we'll explore some tips and tricks for naming a product.

One technique for naming a product is to use onomatopoeia, which refers to words that imitate the sound they describe. For example, the word "sizzle" sounds like the noise a hot pan makes when you add food to it. Onomatopoeic words can be a great way to create a name that is both fun to say and memorable.

Examples of products that use onomatopoeia in their names: 

This video conferencing platform has become ubiquitous in the age of remote work, and its name perfectly captures the speed and efficiency of its service.

This brand of disposable diapers uses a name that sounds warm and comforting, evoking the image of a cozy hug.

This cleaning product uses a name that sounds like a quick, efficient swipe, perfectly encapsulating its purpose.

Of course, onomatopoeia is just one tool in the naming toolbox.

Techniques to consider when naming your product:

  1. Focus on benefits:
    Rather than simply describing what your product does, focus on the benefits it provides to your customers. For example, "Fitbit" doesn't just describe a wearable fitness tracker; it suggests that the product helps you get fit.
  2. Use evocative language:
    Instead of using straightforward, descriptive words, try using more evocative language that conjures up imagery or emotion. For example, "Airbnb" suggests the idea of sharing your home with travelers from around the world, while "Patagonia" evokes the rugged, outdoorsy lifestyle associated with the brand.
  3. Keep it simple:
    While a clever or creative name can help your product stand out, it's important not to get too clever. A name that is too complicated or difficult to pronounce can be a turnoff for potential customers. Make sure your name is easy to remember and easy to say.
  4. Consider your target audience:
    Finally, it's important to consider your target audience when naming your product. What will resonate with them? What language and imagery will speak to them? For example, a product aimed at children might use bright colors and playful language, while a product aimed at business professionals might use more sophisticated language and imagery.
In addition to these techniques, there are a few other factors to keep in mind when naming your product:

Before settling on a name, make sure it's available as a domain name and on social media platforms. You don't want to choose a name only to find out that someone else is already using it.

It's also important to make sure your name isn't already trademarked by another company. A trademark search can help you avoid legal issues down the road.

Test it out:
Finally, once you've narrowed down your list of potential names, test them out on potential customers or focus groups. Ask for feedback on which names are most memorable, most appealing, and easiest to remember.

To sum it all up, naming a product is an important part of the marketing process. Using onomatopoeia can be a fun and effective way to create a memorable name, but it's just one tool in the naming toolbox. By focusing on the benefits of your product, using evocative language, keeping it simple, considering your target audience, and testing out potential names, you can create a name that resonates with your customers and makes for memorable marketing. 

If you’re stuck, give the experts at PRowl Communications a call to assist with your branding and marketing requirements.

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