Choosing a name for a product is easier said than done. Ultimately, it’s a subjective call, but there are a few things you can do to make the name selection run smoother. Concepting is a creative process and takes time. Sometimes you need a name fast. In that case, here is how you go about the process:
- Have a large whiteboard ready. It’s the best “old school/analog” tool there is.
- Narrow down the key product characteristics or attributes. Perhaps two or three attributes.
- List on your whiteboard as many names as you can think of that match or are close to the key attributes.
- Think metaphor and images, too.
- Don’t be critical. Just shotgun the names–as many as possible. Keep naming.
- Look at a thesaurus for indirect connections and ideas.
- Also think casual, fun, off-the-wall, and unique.
- Keep naming.
- Once you have roughly 50 to 60 names, do a survey.
- Focus the questions on your objectives. If the question does not support an objective–don’t ask it.
- The larger the survey population, the better the data.
- Find a targeted respondent pool for either paper or email surveys.
- Narrow down the top 10 based on the respondent feedback.
- Brainstorm some more based on the survey top 5 to 10.
- Select the best 3.
- Pick a name.
- Have a good trademark lawyer do an existing name search for your pick.
- Done…
Your thoughts?
