Best Practice: Inventing a new product name makes it easier to find a domain name, get it trademarked, but can be more expensive to brand.
Today’s Article: Creating an New Invented Product Name
Invented names create a new word not found in the dictionary. It is a totally new word like : Altoids, Benadryl, Charmin, Clorox, Kleenex, Maalox, Noxzema, Oreo, Splenda or Velcro.
Pros: These names are easier to find a domain name and successfully go through the trademark process. They are free of negative connotations. You start with a clean slate.
Cons: You start with a clean “unknown slate”. People are not familiar with the name since it is new. Therefore it can take more time and money to connect people with the name, remember the name and understand the product.
Need some help with latin names and meanings go to: http://www.latinwordlist.com/
Brand Product Name Filter
The brand product name filter below will help you objectively evaluate how available and good a name is.
Number System: 0-poor, 1-fair, 2-good, 3-excellent.
___ Easy to Say and Pronounce
___ Easy to Remember
___ Easy to Spell
___ Name is Web-Ready: Exact Match Domain Name with no hyphen (Domain Search)
___ Trademark is Available (Trademark Search)
___ Available in Your State (Online check with your State Department of Incorporation)
___ Social Media Identity Availability (Example Facebook (B2C), LinkedIn (B2B), etc.)
___ Stands out from the Competition in a Favorable Way
___ Has no Negative Meanings (Example: when translated to a foreign market’s language)
___ Name Allows You to Add New Services or Products in the Future
___ Number of Points
Note: If you are having trouble coming up with a name that you like and is rated high by the brand filter, it may be time to look for an outside source to help you i.e. Ask the Expert.
Action Step: Make a list of new words to create a product name. Come up with 1-3 that you like. Next go to the product name filter above to evaluate them.
Recommendation: In a branding process, it is important to look at name possibilities in different product name categories: Literal, Attribute, Legacy, Initials/Numbers, Word Combination, Related, Alliteration or Rhyme and Inquiring. This helps you expand they way you look at your product, to find the best name to connect with your target market, that stands out from the competition and reflects your brand position.
Your brand is your handle. The handle that opens the door to your business, its products and services. Brand Door is always open to you. “Easy access to expert branding”