Naming a Product

Part of the development process for your new product is picking the perfect name. You want it to be one that resonates with consumers, is memorable, and conveys the highest and best qualities of your product.

It’s a lot to ask from one little name, and choosing the right thing to call your product is no easy feat. Here are a few things to remember when naming your product that can help you stay on a successful track.

1. Choose a name that melds with the overall brand.

If your product is new to an existing line of products, its name shouldn’t be something so outrageous that established consumers wouldn’t connect the dots. Choosing a name that is linked to the overall brand can help get the name on the tongue (and product in the hands) of already loyal customers.

2. Remember that the name is an ad.

There is no greater advertisement than the product itself, and it can get to the heart of what your product is all about.

3. Think expansion.

If this new product is the first of many in a long line to come, consider a name that would expand well. For example, Coke extends its product line with Diet Coke, Coke Zero and Coke Light.

4. Keep it (SEO) simple.

How do many of today’s consumers find new products? Searching the internet. Thus, keeping a new product’s name simple and searchable (and better yet, findable!) is key for products today to gain trial and traction.

RangeMe Tip: Having a product that is easy to search is also applicable to RangeMe. When naming your product in the platform, keep the name straightforward and do not include your brand name in the product name. RangeMe will already provide the brand name to the buyer. For example Gray’s Tasty Teriyaki Turkey Jerky is too long and includes the brand name. Instead, the product name Teriyaki Turkey Jerky is more straightforward and easier to search.

Name Changes

On occasion a product comes out and for whatever reason the product’s name is all wrong. Don’t despair! Your product can still be saved! Remember that while a product name change might create a temporary dip in sales, rebranding to a name more suited for your product will be a better move in the long run.

A few more dos and don’ts:

• Do have a significant, imperative reason for the product’s name change.
• Do assess thoroughly the pros and cons of changing a product’s name.
• Don’t lose sight of the myriad components needed for a brand’s success beyond a product’s name.

Products not getting approved?

Your product name should accurately represent what your product is. Remember, buyers on the platform will be seeing your product for the first time and may not know what it is at a glance.

Things to avoid:

• Names that are too long
• A Barcode or SKU number
• Pricing within the name
• URL’s
• Any other languages other than English
• A “ -Copy” tag (This is used when copying products on your profile. You can learn more about this here)
• Names that don’t accurately represent your products (ie: dog food but the image is a dog with no food visible) 
• Emojis or emoticons of any kind

These guidelines will help you find the best name for your product to continue success.

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About the Author

Molly Olson is a writer and editor 10+ years of experience working on print and online publications in the CPG space. Her work has appeared multiple national publications, including the Baltimore Sun and Retail Leader. She is a self-proclaimed grocery store nerd and proud of it.