Naming 101: The Art and Science of Brand and Product Naming
Naming your product or company can be a make-or-break decision for your brand. At Offset, we know that a name can make a huge impact on how people perceive your product. We’ve also learned how important it is to know and understand the overall process so that you are working smarter, not harder, from the start.
First things first: Patience is key.
The naming and trademarking process is no joke, so it pays to start early and know your path ahead. To put things into perspective, there were over 3.4 million patent applications filed worldwide in 2021, and over 787,000 trademark applications filed in the US in 2022 alone.
At the time of this article, the US Patent & Trademark Office (USTPO) estimates the trademarking process — from the time you file your application to the first response from the examining attorney — takes from 12-18 months. Some attorneys we spoke to say it can take even longer. So, while you don't necessarily need a trademark to get your biz up and running, it's definitely worth doing your homework to make sure you're not stepping on anyone else's toes (and creating very expensive headaches for future you).
Ready to dive in? We've got your back with our top tips for crafting a killer product (or company) name.
Readable and Writable
Your product name should be easy to pronounce and spell. People won't remember it if they can't say it correctly, and they won't be able to find it if they can't spell it. While tempting because of trademark concerns, try to avoid wacky spellings that are difficult to read or write.
Short and Sweet
A shorter name is easier to remember. Avoid longer names that require abbreviations, which may not be the ones you want. Plus, a short name is more memorable, and therefore more likely to be shared by word of mouth.
Unique
Your product name should be unique within your industry. This makes it easier to secure the domain and stand out in search results, and will support your trademark application. The more unique the combination of words, the better from a legal standpoint.
Aurally Appealing
When people hear the name, you want them to be curious and feel a tingle of emotion. It’s good practice to play with your potential name in a pitch to a stranger — no, really. Say it out loud to friends, family, strangers in the coffee shop. Does it roll off your tongue easily and add to your confidence? Names that inspire you to walk a little taller and help you with talking about your company and product are going to help you in the long run.
Emotive and Inspiring
Your product name should evoke an emotion, feeling, or idea related to your brand. It should reflect what your product is, the experience you want to provide, or the message you want to convey. A name that resonates emotionally will be more memorable and inspiring to your target audience. Pro tip: double check that your name is universally appropriate and doesn’t have an offensive meaning to people from other cultures.
I’ve got a great name, now what?
So, you've got a list of potential names — awesome! Now it's time to filter through your names to find ones that have a good chance of getting trademarked. You can start by doing desktop research, and conduct a preliminary search through the USPTO Search System to see if any of your top choices are already taken. This can save you a lot of trouble (and legal fees) down the road. Even if you're not ready to trademark your name just yet, it's still important to make sure your new name is free and ownable. It’s helpful to can read through trademark basics & get an overview of the process before you dive in — while it’s the least glamorous, availability can be a giant blocker in the end. Check social channels, search domains on a domain host of your choice, and always give your name a thorough Google.
Remember, creating a killer product name takes some elbow grease, but it's worth it in the end. By keeping these tips in mind, you'll be well on your way to a name that sticks in people's minds and helps establish your brand.
Feeling stumped? Don't sweat it, we've got your back.
We can help you brainstorm the perfect name. Get in touch to learn more about our naming process.
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