Our day-to-day lives are so chalk full of product and company names that it’s easy to take them for granted. Like any piece of marketing, however, names send us a carefully constructed, albeit subtle, message about a brand. That’s why companies call upon Writing by Design or large naming companies early in the innovation process to help zero in on a new product name. Ultimately, the goal is to choose a name that not only reflects but also capitalizes on the consumer benefit of the new product.
Let’s take a look at Apple Inc. as well-known example. Aside from being Steve Jobs’s favorite fruit, the name apple creates a closeness or familiarity for the brand, like something you take to school in your backpack. Apple’s line of “iProducts” reinforces this idea of intimacy, their prefix channeling uniqueness and individuality. At the same time, Apple’s technological avant-garde is perhaps maintained in an oblique reference to Asimov’s sci-fi classic, I, Robot.
Choosing a name should be a careful decision for any company. Working with clients, Writing by Design begins name ideation by considering the essential insight and benefit of your new product or service. After all, choosing a name that rings true with consumers is one of the best ways to ensure future sales. By considering names that help deliver the message of your new product’s consumer benefit, you help the consumer in achieving purchase interest a little more quickly than without. In concept testing, this can mean the difference between achieving a high purchase interest score and a lower one. When the concept and the name of your product work in complete harmony to deliver your message, the result can be a symphony of sales for your innovative new products.