In a world where consumers are bombarded with choices, your product’s name can be the difference between being remembered—or ignored.
A great name goes beyond being catchy; it reflects the product’s purpose, connects emotionally with customers, and builds brand equity.
We spoke to marketing leaders and naming strategists who shared five proven approaches to naming products that make a lasting impact:
1. Capture The Product’s Essence
When it comes to naming a new product, I approach it by first asking what the product truly represents. What is its core value or unique selling point?
The name must capture that essence in a way that resonates with customers.
It should feel as if it’s speaking directly to their needs, desires, or pain points. A good product name isn’t just catchy; it’s meaningful.
The name should make people feel like, “Yes, this is exactly what I’ve been looking for.”
It should stand out by being easy to remember, descriptive, and distinct from competitors.
In a crowded market, the key to a standout name is simplicity and relevance. Avoid trying to overcomplicate it with obscure names or excessive jargon.
Finally, I always test it out. I’ll get feedback from different people, especially potential customers, to see how it resonates. If they can say it easily, remember it, and get excited about it, then I know we’ve got a winner.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
2. Ensure It’s Strategic Value
At Fulfill.com, we approach naming new products much like we match eCommerce businesses with 3PL partners – through careful consideration of specific needs, market position, and long-term goals.
A great product name is your first touchpoint with customers in an increasingly crowded digital landscape.
When I launched Fulfill.com, I wanted a name that instantly communicated our value proposition while being memorable and authoritative in the 3PL space. That decision has paid dividends as we’ve grown.
The most effective product names are simple yet distinctive, easy to pronounce and spell, and free of negative connotations in any language.
They position your product strategically within your overall brand architecture while creating an emotional connection with customers.
Remember, in today’s omnichannel commerce environment, your product name isn’t just a label – it’s a critical business asset that will appear across countless touchpoints in your fulfillment journey.
Joe Spisak, CEO, Fulfill.com
3. Create Memorable, Result-Focused Product Names
Short, punchy names work best.
If it’s hard to say or spell, it gets ignored.
I look for one or two words that hit fast–something visual or emotional that sticks. If it sounds like five other things already out there, it’s a no-go.
I run it through a “scroll test”: would I stop if I saw this name in a feed?
A great product name connects instantly.
It should hint at the result, not the feature.
Like with beauty brands, “Glow Shot” says way more than “Vitamin C Serum.”
I also test names with regular people, not marketers. If they don’t get it in two seconds, I move on. Clarity beats cleverness every time.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
4. Craft Evocative Names
I like to think of naming a product the way we title an art exhibition—it needs to evoke curiosity, emotion, and a sense of identity in just a few syllables.
It should hint at a story, spark a feeling, or challenge the norm.
I always ask: Would someone say this name out loud and feel something?
If not, it’s not ready.
A great product name isn’t just a label—it’s your first invitation into a deeper experience.
Carla Niña Pornelos, General Manager, Wardnasse
5. Research Your Product’s Audience
When naming a new product, prioritize understanding your target audience by researching their preferences and behaviors.
Consider demographics and psychographics to ensure the name resonates with their needs.
Additionally, focus on clarity and simplicity to create a memorable and impactful name that stands out in a competitive market.
A well-crafted name can effectively connect with customers and communicate the product’s value.
Mohammed Kamal, Business Development Manager, Olavivo
Conclusion
A standout product name blends clarity with creativity and connects directly with your audience.
As the experts emphasized, the most effective names aren’t necessarily the most clever—they’re the ones people remember, relate to, and trust.
Whether you’re launching a beauty product, a SaaS tool, or an eCommerce brand, start with your customer, keep it simple, and never underestimate the power of a name that feels just right.
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