Naming a product or service feels like it should be quick. In practice it is one of the hardest creative tasks a team can face. Everyone has an opinion, the good options seem to be taken, and the deadline is always close. Avoiding a few common mistakes will make the process calmer and the result stronger.
Starting without a brief
A name has to do a job, so decide what that job is before anyone starts suggesting words. Should the name describe what the product does, or suggest a feeling? Does it need to sit comfortably next to existing names? Will it be used in other countries and languages? A one-page naming brief keeps the discussion focused and gives you a fair way to judge options.
Falling for the first favourite
Teams often latch onto an early idea and stop exploring. Aim to generate a long list first, including options that feel strange or uncomfortable. Many strong names seem odd at first simply because they are new. Only begin shortlisting once you have genuinely explored different directions.
Judging names in isolation
A name on a whiteboard feels very different from a name on a website, a package or a business card. When you have a shortlist, mock up each option in realistic settings. Say the names out loud. Imagine a customer recommending the product to a friend over the phone. Check that each one is easy to spell and pronounce.
Skipping the checks
Before you fall in love with a name, carry out some basic checks. The list below is a starting point, not a substitute for professional advice.
- Search online for existing businesses and products using the same or similar names
- Check whether suitable domain names and social media handles are available
- Look for unwanted meanings or slang in the languages of your key markets
- Ask a qualified trade mark adviser to review your preferred options
Expecting everyone to love it
No name will please everybody on day one. Judge the options against your brief rather than personal taste. Names grow into their meaning as people use them, and a little discomfort at the start is normal.
A clear process turns naming from a battle of opinions into a structured creative exercise. If you have a naming project coming up, the Northpeak team would be happy to talk through how to approach it.
