It’s All in the Name: How to Effectively Kick-start your Naming Process

We know: it’s hard to find time for the naming when you’re trying to launch a new product or found a company. And yet it can be such a crucial part of your success. Imagine your potential customers walking past your poster and struggling to remember your name. Or worse: they do remember, but then go on to find a competitor’s website rather than yours. Terrible, isn’t it? 

There are countless studies, theories and myths about the naming process. We don’t pretend to know them all, but we have gained some personal experience along the way. Here is a short introduction to the naming process.

Five criteria that make a good name

Short and memorable: That super-poetic Greek word you liked so much on your last vacation? Most won’t be able to pronounce it, let alone remember it. Short, clear names will usually fare better.

Unmistakable: Most companies in your business use acronyms? Why not stand out with a made-up name? The important thing is that your customers don’t get lost on their way to you and end up at your competition instead. 

Timeless: If the whole world is talking about it: Don't go near it. Your name should work regardless of current events and trends. Remember: What is incredibly popular today can be ancient history tomorrow.

“Copyrightable”: Whether you are looking for a name for your company, your service, or your product: you must be able to get it copyrighted. It is better to clarify early in the process whether your favourites can be protected instead of leaving the big disappointment for later.

Suitable to other languages: Even market giants stumble over this one pretty frequently. Always check whether your name works in other languages as well. If you’re going international, the name cannot have any inappropriate meaning abroad.

Kick-starting the naming process

Start with an open mind: what are words that describe your company, your service or your product? What do competitors do? Are there any words or brands you particularly like? Check the dictionary: What terms are on the same page? What associations do they trigger? Write down as many terms as possible. And give yourself some time to reflect. Are there some candidates still buzzing around in your head the next day? 

If you are happy with your word collection, start with the fun part: What do the collected words have in common? What makes them different? Divide the words into syllables and play with them. Combine components and create new words. And then again: Take a break and wait a day or two. Which words still resonate? Voilà! Hopefully, you’ll have come up with some names you can check for suitability.

Put your favourites to the acid test

Ask yourself this: Were you to mention the name at an elevator pitch, could your counterpart remember the name and find it online later? Would your name appear at the top of his or her search results? Check which companies with similar names are already registered in the commercial register and which top-level domains are still available for your website.

Include the people around you: Talk about the name with as many friends, potential customers or mentors as possible. Test their reactions and find out what associations the name triggers. Talk to them again a week later. Were they able to remember the name?

Don’t rush things

Finding a name can be frustrating because it takes a lot of time. Only if you give yourself time and think about your options over weeks, you will find a name that fits in the long run. And if you fall for a name that doesn’t cover all mentioned criteria, don’t reject it right away. Negative associations can be counteracted with good storytelling and search engine ranking can be helped with SEO optimization and ads. 

So, don’t give up too easily. Because a good name can make the difference between a good product and a popular product. And that may be why no one ever really liked Rumpelstiltskin anyway.