How to name your product: A strategic approach for maximum impact
Choosing the right name for your product or even a service is more than just a creative exercise—it’s a strategic decision that can influence discoverability, customer perception, and sales. Whether you’re launching a new service or rebranding an existing offering, the name you choose needs to align with market demand, search trends and customer expectations.
Here’s a structured approach to product naming and key considerations to keep in mind.
1. Understand search intent and market demand
A product name should reflect the language that potential buyers naturally use, rather than relying solely on industry jargon. Conducting keyword research can reveal which terms have the highest monthly search volume, ensuring that your product is discoverable in organic search and resonates with your audience.
Key takeaway: Use keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs to identify commonly searched terms that align with your offering.
2. Choose the right naming strategy
Different businesses take different approaches to product naming. Selecting the right strategy depends on your brand positioning, industry norms, and marketing objectives. Here are a few common methods:
Descriptive naming: Clearly communicates what the product does (e.g. "Furnished Offices" or "Microsoft Word"). This approach is great for SEO and customer clarity.
Evocative naming: Uses metaphorical or abstract names to create an emotional connection (e.g. "Dove" soap or "Firefox" browser). These names are memorable but may require more marketing to establish meaning.
Invented naming: Creates a completely new word or mash-up (e.g. "Lego" or "Febreze"). This ensures uniqueness but often needs significant brand investment.
Acronyms & abbreviations: Shortens a longer name into an easily recognizable form (e.g. "TIDE" for The Improvement of Detergent Effectiveness in washing powder).
Geographical or founder-based naming: Uses a location or founder’s name (e.g. "Ford Mustang" or "Louis Vuitton Speedy"). This can add credibility but may limit scalability.
Hybrid naming: Combines elements of different strategies (e.g., "Netflix" from "Internet" and "Flicks" or "PlayStation" from "Play" and "Station").
Key takeaway: Select a naming strategy that aligns with your brand identity, industry, and marketing goals.
3. Keep it simple and clear
The best product names are easy to understand, spell, and pronounce. A streamlined naming structure removes unnecessary complexity, ensuring consistency across product categories.
Key takeaway: Avoid overly technical or creative names that may confuse potential buyers. Opt for something intuitive and self-explanatory.
4. Optimise for SEO and discoverability
Your product name will influence website content, page titles, and meta descriptions, impacting how search engines rank your offering. By selecting a name with strong search demand, you can improve visibility and attract more organic traffic.
Key takeaway: Integrate your product name strategically into your website’s SEO strategy to maximise search visibility and lead generation.
5. Differentiation while remaining relevant
With the exception of descriptive naming, if you choose any of the other naming strategies your product name should stand out from competitors while still feeling familiar to your target audience. It should communicate your product’s unique value without straying too far from established industry terminology.
Key takeaway: Strike a balance between differentiation and relevance—your name should be unique enough to capture attention but familiar enough to resonate with potential customers.
6. Align with existing product naming conventions
When introducing a new product, it’s important to consider how it fits within your existing portfolio. A consistent naming structure helps maintain brand coherence and makes it easier for customers to understand your offerings. If your business already follows a specific naming pattern—such as using descriptive, acronym-based, or thematic names—aligning your new product’s name with these conventions can strengthen brand identity.
Key takeaway: Review your current product names to ensure consistency, avoiding unnecessary complexity or deviations that may confuse customers.
7. Consider scalability and longevity
A good product name should be adaptable to future business growth. If your offering expands or evolves, the name should still be relevant. Avoid names that are too niche or restrictive unless they align with a long-term business strategy.
Key takeaway: Choose a name that can grow with your business, rather than one that may require a rebrand in the near future.
8. Test before you commit
Before finalising your product name, test it with key stakeholders, including customers, employees, and industry peers. Gather feedback to ensure it resonates well and doesn’t carry unintended meanings.
Key takeaway: Conduct A/B testing, run surveys, or seek qualitative feedback before rolling out your product name.
Final thoughts
Product and service naming isn’t just about creativity—it’s a blend of market research, SEO strategy, and customer psychology. By prioritising search intent, choosing the right naming strategy, keeping it simple, optimising for SEO, ensuring differentiation, planning for scalability, and testing before launch, you can select a name that enhances your product’s success.
