How To Formulate Product Names That Don’t Suck

A great product name is a difference between a business that gets ignored and one that goes viral. Product names can be almost as important as the products themselves; they should be short, memorable, and easy to pronounce. 

The name needs to evoke the right emotions and feelings in consumers so they know what kind of experience they can expect when using your product or service. But how do you come up with a great product name?

How to Create Brand Names That Stick (Episode 14)
1. Embrace Creativity: Utilize imaginative and unique language to create product names that capture attention and interest.
2. Focus on Clarity: Ensure that the product name conveys its purpose and benefits clearly to potential customers.
3. Consider Brand Identity: Align the product name with your brand’s values, tone, and overall identity for consistent messaging.
4. Test for Feedback: Gather input from your target audience to gauge the effectiveness and appeal of the chosen product name.
5. Avoid Jargon and Complexity: Keep the product name simple, avoiding confusing language or industry-specific jargon.

Set Your Name Criteria

The first thing you need to do is set your name criteria. This will help you make sure that you’re not just throwing any old words together, but creating something with purpose and meaning.

The criteria could be something like:

What are you naming? Is it a product or service? A company, website, app, or software? A logo or slogan? An event or cause? A charity or foundation (or a whole portfolio of them)?

Who is your audience? Are they likely to be male or female; young or old; urban dwellers vs rural farmers; what socio-economic status are they likely to have…etc.?

What is the market for this product/service/brand/foundation/etc.? How big is it overall (how many people would it appeal to)? 

How big is it in specific countries and regions around the world (if applicable)? What companies already exist in this space are their competitors that have similar offerings who might use similar names…who might want yours too if given the chance?

The Ultimate Guide to Copywriting can provide insights into crafting persuasive language that resonates with your audience. When formulating product names, understanding the principles of effective copywriting can make a significant difference in capturing attention and driving engagement.

Don’t Use Your Name

While you may be tempted to use your name, there are a few reasons why this is not the best choice. First of all, it’s boring and unimaginative. Second of all, people might already have an association with that name. Thirdly and I’m sorry if I’m being harsh here if your name is Bob Smith then that’s just going to make you sound like a total dork.

It’s also possible to get too clever when naming products: while it could be fun to use a made-up word or any combination of words to make something sound more “high tech” than it is (like calling some new software system “content management”), most consumers will end up feeling confused by it rather than impressed. 

Instead, go for simplicity when coming up with product names: aim for words that are easy for customers in other countries and cultures around the world who don’t speak English as their first language because these types of people tend not only to understand but also pronounce them correctly without much effort at all!

Build A List Of Relevant Words

Once you have your product idea, the next step is to build a list of relevant words. This can be done by going through old blog posts and articles on your topic, searching for terms in related industries, and brainstorming with team members.

Once you have a good list of relevant words, it’s time to decide which ones are most important to include in the name. For example: if I’m trying to come up with a name for an online course about business strategy, some candidates would be “business,” “strategy,” “marketing,” etc. 

But other candidates might also be appropriate if they’re more descriptive or descriptive in different ways. So we’d go through this process again: asking ourselves questions like “What does each word mean?” (and defining them accordingly) and “How does this word describe my product?”

Looking to infuse storytelling into your product names? Check out Storytelling Made Easy to discover steps that can help you create captivating narratives behind your products, making them more memorable and relatable.

Don’t Make It Hard To Say

Easy to say. You may be a brilliant marketer and copywriter, but if your customers can’t pronounce your product name or brand properly, you’ll lose the sale.

Easy to spell. You want people searching for your products on Google to find them quickly and easily and if they have to spend time spelling out a complicated name instead of clicking through with confidence that they’re going where they want, they might just go somewhere else instead.

Easy to remember. It’s not enough just for people who’ve already heard of you (or read about you!) before; a memorable name will also make it easier for new prospects who come across something unfamiliar in their search results later down the line (even if those prospects aren’t specifically looking for what you offer).

Make It Memorable By Being Distinctive

You want your customers to be able to remember your product name, and you have only a few seconds before they move on. One way to make sure your name sticks is by being distinctive: make it unique, catchy, and memorable.

In other words, if there are two products with similar names (like “Dale’s Dried Peppers” and “Dave’s Dried Peppers”), then the one with more distinctiveness has an advantage because it will be easier for customers to recall when shopping.

Creating product names that exude authority is key to establishing credibility. Learn a new copywriting trick that can lend instant authority to your product names, helping you stand out in a competitive market.

Make Sure There Are No Negative Connotations In Other Languages Or Countries

As you’re doing your research, make sure there are no negative connotations in the other languages or countries. The same goes for cultures, religions, and social groups—even demographics!

It seems like a no-brainer but it’s easy to forget that “fun” is not a universal sentiment (or even one that’s universally positive). It could mean something different in another language or country. Likewise with “natural.” If you’re selling toothpaste, natural might sound like a good idea until you realize it means something entirely different when translated from English into Spanish.

Consider If You Want A Coined Or Descriptive Name

There are two types of product names: coined and descriptive. A coined name is an invented name that you make up, like “iPhone,” or an acronym, like “USB.” Descriptive names describe something about the product itself, such as what it does or how it works (like “Nike” shoes). 

Coined names are easier to trademark because they’re not descriptive; however, since descriptive names tend to be shorter, they’re also easier to remember. Additionally, most consumers find them easier to pronounce (and spell!). 

As a result of this ease-of-use factor, descriptive words often make for better product names than ones made up just for fun, and in our experience at The Hero Group we’ve found that people prefer these kinds of phrases over randomly chosen words all day long!

Improving your skills as a copywriter can directly impact your ability to come up with compelling product names. Explore the Useful Guides for Becoming a Better Copywriter to acquire techniques that can enhance your language use and creativity in naming products.

Test Your Name’s Url Availability On Social Media And In The Trademark Office

Testing the availability of your product name is an important step in the process. You want to be sure that no one else has already trademarked or registered it, and you want to make sure that it’s available on social media platforms like Facebook and Instagram. 

If a name is taken, you can still use it, but later on down the road when you have more resources to fight for the right to use your chosen name (like when you become successful). It’s better to check this before investing a large amount of time and money into developing a product with a name that may not be available after all!

Generating leads and interest through titles is a skill that translates well to naming products. Learn 12 tips for writing compelling titles that not only drive engagement but can also be adapted to create product names that capture attention effectively.


It’s not easy to create a product name that doesn’t suck. But it is possible. And we hope this article has given you some ideas on how to do that whether it’s a brand name, slogan, or tagline. 

The key is to start with a list of words and phrases that describe what your product does, then gradually whittle down the list to the most compelling options by asking yourself what makes them unique from each other and whether those qualities are important for potential customers.

Further Reading

Explore these additional resources for more insights on creating compelling and memorable brand names:

How to Create Brand Names That Don’t Suck: Discover strategies for crafting brand names that leave a lasting impact and resonate with your audience.

15 Tips & Tricks to Find a Creative Name: Uncover practical tips and tricks to come up with creative and unique names that stand out in the market.

How to Create a Company Name That Doesn’t Suck: Learn the art of creating company names that are both meaningful and appealing to potential customers.


How can I create brand names that stand out?

Crafting brand names that stand out involves a combination of creativity, relevance, and memorability. Consider the values your brand represents and the emotions you want to evoke in your audience.

What are some techniques for finding creative names?

Exploring wordplay, brainstorming with a diverse team, and experimenting with combinations of words, sounds, and concepts can lead to innovative and creative name ideas.

How do I ensure my company name resonates with my target audience?

Understanding your target audience’s preferences, interests, and cultural nuances can help you create a company name that resonates with them on a personal level.

Are there any pitfalls to avoid when naming a brand or company?

Yes, avoiding overly complicated or hard-to-pronounce names, steering clear of cultural insensitivity, and conducting thorough trademark searches are crucial steps to avoid potential pitfalls.

How important is it to test a potential brand name before finalizing it?

Testing a potential brand name through surveys, focus groups, or online platforms can provide valuable feedback and insights, helping you ensure that the chosen name is well-received and aligned with your brand identity.