HOW TO: Name a Product or a Company - STRYDE

HOW TO: Name a Product or a Company

By February 24, 2012Branding, eCommerce

According to Igor, a naming, and branding agency:

“Great names are a powerful force in the branding, marketing and advertising campaigns of the companies they work for. They differentiate you from competitors, make an emotional connection with your audience, and help to build a brand that ignites the passions of your customers.”
Of course, you can always pay someone else to name your company for you, but with some brainstorming and thought, you can probably come up with something on your own. Here are some tips to help you get started.

  1. Instead of trying to think of a name right off the bat, first, think of adjectives that describe your product or company. What is it that you want to convey in your name? What is the essence of your product or company? Use words that have a positive image.
  2. Use a thesaurus to find words that are similar to the ones you have brainstormed. You can also think of nouns—animals, places, or famous people for example—that evoke the same kinds of emotions you want to communicate.
  3. Evaluate the words that you have come up with and choose ones that you like. Play around with them. Merge the words, mix the order, see if anything jumps out at you as being appealing and unique.
  4. When you have narrowed it down to a final choice, it may be worth discussing with a trademark attorney. You can also conduct a trademark search at Also, do a search for your chosen name on popular search engines such as Google, Yahoo, and Bing. This will tell you how much competition there is for your name, or if there might be any confusion with other types of products.
  5. It may also be worth it to consider testing your name through focus groups. Even though your name might sound good to you, it may be a turn off to others. Getting others’ opinions (especially those who could potentially use your product or service) can be an eye opener and can either confirm or reject your hypothetical name.

You can find more of these tips at
If you are trying to come up with a name for your product or company, I strongly recommend reading this because it goes over many helpful do’s and don’ts of naming in addition to the ones above.

Also, be sure to check out The Name Inspector. This site goes over 10 different types of names—such as real words, made up words, and word compounds—and gives you the pros and cons of each type of name. This is a great resource to give you some ideas of how to play around with words and help you decide on a great name for your product or company.

About Greg Shuey

Greg is a member of the executive team at Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter. Circle him on Google+, and connect with him on LinkedIn