Product names and your brand
Before you name a product, decide how it relates to your company brand. There are three common approaches:
- Brand plus descriptor: the company name followed by a plain description, such as "HydraCo Smart Bottle". Clear and cheap to market.
- Sub-brand: a distinct product name used with the company name, such as "HydraCo Pulse". Gives the product its own identity.
- Standalone: a product with its own brand. Useful when it targets a different audience, but you build awareness from scratch.
What a good product name does
- Signals the category or benefit. Buyers should roughly guess what it is, or the name should pair with a clear descriptor.
- Stands out on the shelf or in search. Generic names disappear among competitors.
- Fits the family. If you plan more products, choose a pattern that scales, such as a theme, a naming formula or a number series.
- Works across markets. Check pronunciation and meaning in the languages your buyers speak.
- Can be protected. Invented and distinctive names are easier to trademark than descriptive ones.
Naming apps and software features
An app name appears next to many competitors in app stores, so a short name plus a clear subtitle often works better than trying to describe everything in the name itself. For features inside a product, plain descriptive names usually help users more than clever ones: people should understand what a button or menu item does at a glance.
Checks before launch
- Search trademark databases for your class of goods and in each market where you will sell.
- Search marketplaces and app stores for products with similar names.
- Check that the domain or page address and the social handles you need are free.
- Put the name on packaging or a mock app icon to see how it looks in real use.