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Appeal to your target audience and maintain your unique brand voice.
Maintaining consistency with your brand voice across all of your website copy, marketing messaging, and product names will make your brand easily recognizable. Your new offering or product name should attract the attention of your ideal customers. Use language that will appeal to your target audience, such as a word that will clearly communicate a specific benefit or emotion that the consumer will want to experience by using your product.
Use benefit-oriented language when naming your product so that it communicates how your customers might feel and what they can reasonably expect to gain. For example, if your business sells household cleaning products in eco-friendly packaging, the benefits would not only include being able to disinfect surfaces and recycle the empty containers, but it might also help your customers feel more environmentally responsible.
Brainstorm with your team to create a list of name ideas for your offering or product, considering different product naming conventions.
Consider some different methods for choosing a product name; you might choose a name that describes the product’s benefit or an emotion it should elicit, tweak the spelling of an existing word, combine fragments of multiple words, create a new word, or use a word that implies the purpose of the product.
Refer to the list of benefits you created in the previous step, and take into consideration the specific language that will resonate with both your brand voice and target audience.
Conduct competitor analysis to research what kind of product names are already in use by competing businesses in your industry.
Researching your competitors can help you see if their product names are received well or not by their audience. You may be able to take some inspiration from their strategy or recognize what to avoid when naming your own product or service.
If you and your competitors offer similar products and services, make sure you’re choosing product names that aren’t too similar to theirs to help your own offerings stand out.
Check the list of product name ideas you created against the registered trademark database. Eliminate any names that contain trademarked words or phrases.
Checking for trademarks will help you identify any words or phrases that are off-limits to use within your industry and help you avoid running into legal trouble or having to rebrand your product later due to trademark violations.
Review your list of product name ideas with your team and narrow it down to names that include the main points: maintain your brand voice, easy to remember, appeal to your target audience, and help convey what the product is or does.
Some questions to ask while reviewing your ideas include:
- Is the name easy to spell and pronounce?
- Is the name easy to search for and find online?
- Does the name stand out from similar items on the market?
- Does the name clearly describe a benefit or feeling that a customer would get from using the product?