Practical advice for how to choose the best product name

Choosing a product name is both exciting and daunting, especially when you know there's no single right answer. I've been fortunate to participate in the naming process for two products at Vail Systems, including Telekit, a product I started and continue to manage. Through this experience, I've realized that naming is one of the hardest aspects of new product development. Once chosen, it's difficult to predict whether a name will stick and survive in the long run.

Here are key considerations and recommendations:

The brainstorming process

My general philosophy for initial brainstorming sessions is to generate ideas without being overly restrictive. Guidelines are helpful, but avoid strict rules in the first few rounds. This approach enables participants to contribute ideas without fear or judgment. Once you have sufficient candidates, move to the evaluation phase.

Key naming considerations

 Degree of association 

Brands may choose to name products based on what they do, how they work, or the value proposition they offer customers. Some brands infuse their voice and identity (energetic, warm, subtle, or witty) into the name, while others deliberately steer away from any direct associations with product features or functionality.

Examples of different approaches:

● Descriptive: Bookkeep offers accounting services, so anyone encountering the name immediately understands their function.

● Brand-aligned: Shippo simplifies shipping operations and features a cute hippo logo that reinforces their approachable brand.

● Personal meaning: Samsara, a fleet management platform, takes its name from the Sanskrit concept of "cycle of death and rebirth," chosen because the founders and team had worked together previously. While personally meaningful, it's not directly related to their business.

● Straightforward portmanteau: Telekit combines "telecommunications" and "kit." As a no-code telephony application, we wanted to portray the out-of-the-box "kit" functionality in our product name.

Existing words vs. made-up names

Using existing words, including proper nouns, is sometimes preferred for its simplicity and memorability. Word associations can be leveraged to subtly convey symbolism and meaning without being explicitly descriptive about the product.

Due diligence is crucial—conduct thorough research on what a name might mean in other languages and its regional implications, especially for products available across multiple countries. For example, Lincoln Black Label was rebranded as "Lincoln Presidential" in the Middle East and China, leveraging the prestige associated with US presidential history.

Made-up names offer flexibility. Some brands prefer unique, invented names for marketing flexibility. This approach is particularly common in pharmaceuticals for legal, regulatory, and safety reasons—meaningless names cannot be confused with existing medications and are easier to trademark. Examples include Prilosec, Advil, and Benadryl.

In my own brainstorming for Telekit, I explored inspiration from Kannada (my mother tongue), Sanskrit, Latin, and Greek. While none of those names ultimately worked, the creative exercise proved valuable.

Visual representation: Length, spelling, accent marks and case-sensitivity

I personally favor shorter names over longer ones, including fewer syllables and simplified spellings. However, longer names (Bayerische Motoren Werke), unique spellings (Lyft), or accent marks (Häagen-Dazs) can accelerate brand recognition and popularity over time.

Consider internal usage. While product names focus on external perception, consider how internal team members will feel referencing the product daily. Case-sensitive names, especially those with capital letters mid-word, can become cumbersome. Many brands like AstraZeneca, eBay, and LinkedIn use this approach successfully.

We considered styling Telekit as "TeleKit," but after writing it repeatedly, I grew tired of hitting "Shift-K" and decided against capitalization—a small but practical consideration.

Practical steps to take

Domain name availability

Depending on your chosen name, obtaining a domain may be challenging. Monitor domain availability throughout the naming process, especially for important top-level domains like .com, .io, or .ai. Services like GoDaddy, Namecheap, BlueHost, and Squarespace sell domains and provide website hosting services.

Trademark registration

Trademark registration protects your brand by preventing other businesses from using it. While you can file applications directly through https://www.uspto.gov/, consider working with a trademark attorney for guidance on application strategy, classification, and potential conflicts. The USPTO website also serves as an excellent research database during name selection, showing registration status, categories, and approval timelines for existing trademarks.

Logo creation and brand documentation

Once you have your name, domain, and trademark application in process, collaborate with brand and graphic designers to create a logo that embodies both the name and brand identity. Depending on the logo design and its distinctiveness from the brand name, it may also require separate trademark protection.

Ensure consistency across all channels by creating a brand book that documents how the name, logo, and design elements should appear when visually representing the brand. This documentation becomes essential as your team and external partners implement the brand across various customer touchpoints.

Conclusion

The naming process requires balancing creativity with practical considerations, but the investment in getting it right pays dividends in brand recognition, legal protection, and long-term market success. Take time to thoroughly evaluate each candidate name across all these dimensions—from emotional resonance to legal availability—before making your final decision. Remember: There's no perfect name, but there are names that work better for your specific context, audience, and business goals.

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