Guide to Naming a Product

Verbalize verbiage

Start of by writing a description of exactly what your product does. What problem does it solve? How does it do it? Focus on action verbs and come up with lots of similar words and adjectives. An easy way to find words is by consulting dictionaries and thesauri. Web thesauri are more advanced than those in your word processing software.

I recommend: Look up related words in online dictionaries such as Bartleby.com, Merriam Webster Online, Dictionary.com or search multiple dictionaries at OneLook Dictionary Search.  At Barbleby.com you can search two thesauri. Merriam Webster also offers a thesaurus, while OneLook will allow you reverse word search.

Record ideas

Product names may come to you anywhere at anytime. When they come, write them down. Carry a small notebook with you or type names into your PDA. It’s a good idea to record all possible names on your computer.

I recommend: For simple indexing of possible names, record all your ideas in a Microsoft Word file or an Excel file.  If you would like a more powerful idea management tool, try the freeware version of The Literary Machine software for storing research and ideas.

Think outside the English dictionary and linear thesaurus

One of the biggest mistakes in naming was the Chevy Nova because “no va” in Spanish means "no go". Foreign languages can spark an idea for a new name or can give you insight into what not to name your product. Plus, many English words have their roots in other languages. Go beyond the typical thesaurus with Web resources that help you brainstorm by using adjectives and visualization.

I recommend: Try Your Dictionary to find foreign language dictionaries and to look up root words and the meaning of new words. Use Creative Thinking’s Jump Start adjective generator. Enter words related to your product into the Visual Theasurus.

Try name generation software and forums

Software programmers have created naming software that can help you generate names. In forums, creative people will help you to create a name, while others will post comments.

I recommend: Download NameRazor ($19), which helps create names and checks domain names, or NameBuilder ($110-$120) software which helps with ideas, creating new words and acronyms. Ask for a suggestion from WordLab’s Wordboard members.

Research competitors and check for conflicts

To avoid a name that sounds or looks like your competitors’ product name, do a simple Web search using multiple search engines for the names you’re considering. Also pull up your competitors’ Web sites and look at their product lines to see if there are any potential conflicts. You’ll should also check to see if any of your names are trademarked by other companies.

I recommend: Search for competitor products on the Web using a search tool such as Dogpile to search multiple search engines for conflicts.  Search for trademark conflicts at the U.S. Patent and Trademark Office.  Check the Acronym Finder to see if the letters in your proposed product name are spelling out something or are associated with an organization.

Evaluate, test and communicate

Does your name have all the qualities of a winner? Will it sell and tell? Perhaps, you have a few names and you can’t decide. You will need to evaluate your names.

I recommend: Evaluate names using Igor’s Name Evaluation and blank chart. More information about the process is available for free download in “Building the Perfect Beast”. Check your product name against the Top 10 Characteristics of a Good Name.

Protect your product name

Once you’ve decided on a name, you don’t want anyone else using it or promoting it with a domain name. A trademark will protect you from having similar products with the same name.

I recommend: File a trademark with the U.S. Patent and Trademark Office.  Claim domain names using a domain registration service such as 1&1 Internet , GoDaddy or Network Solutions.