Your product is called "DataFlow Enterprise Automation Platform Pro Suite v3.2"
Prospect: "What?"
Sales: "We call it... the automation thing."
This happens because most product names are created by committee, overly descriptive, or trying too hard to be clever.
Good product names aren't complicated. They're clear, memorable, and differentiated.
Here's the framework for naming products and features that customers actually remember.
The Product Naming Framework
Great product names share five characteristics. They're clear—you understand what the product does within seconds. They're memorable—easy to remember and say, not a mouthful of corporate jargon. They're differentiated—they stand out from competitors instead of blending into generic category noise. They're ownable—you can trademark them and build brand equity around them. And they're scalable—they work as you add features and expand the product.
Bad names sound like "Enterprise Data Management Solution Platform"—a string of buzzwords that tells you nothing and makes eyes glaze over. Good names sound like "Notion"—a clear tool name that's memorable, distinctive, and ownable.
The Naming Spectrum
Strategy 1: Descriptive Names
Descriptive names tell you exactly what the product does. MailChimp handles email marketing. Salesforce manages your sales organization. Grammarly checks your grammar. LinkedIn connects professionals. The function is right there in the name.
The advantages are obvious: it's immediately clear what the product does, making it self-explanatory for prospects discovering you for the first time. Descriptive names also perform well for SEO since they contain the keywords people search for.
The disadvantages matter too. It's hard to differentiate when 20 competitors have similar descriptive names. They can sound generic and forgettable in a crowded market. And they limit product evolution—if MailChimp stops being just about email, the name becomes constraining.
Use descriptive names for B2B products where clarity matters more than brand mystique. When buyers are searching for solutions to specific problems, descriptive names help them find you.
Strategy 2: Invented Names
Invented names are made-up words with no prior meaning. Google invented a word that became synonymous with search. Spotify created a name from nothing. Airtable combined two words into something new. Slack repurposed an existing word and gave it entirely new meaning in the workplace software context.
The advantages center on ownership: these names are highly trademarkable because nobody else is using them. You can define the meaning yourself, building whatever associations you want. And they're memorable when well-crafted—sticky in ways generic names never achieve.
The disadvantages are real. Invented names require explanation—prospects have no idea what the product does from the name alone. They're harder for prospects to find via search since there are no keyword signals. And they need significant brand investment to become known—you're teaching the market what this new word means.
Use invented names for consumer products where brand building matters, or when you're committed to heavy brand investment and want maximum differentiation.
Strategy 3: Metaphor Names
Metaphor names use analogy to create meaning. Asana evokes a yoga pose, suggesting balance and flow in work. Monday.com captures the fresh-start feeling of the work week beginning. Amplitude references measuring wave amplitude, a metaphor for measuring product usage patterns.
The advantages create brand personality: metaphor names are memorable and evocative in ways descriptive names can't match. They create emotional connections beyond function. And they differentiate naturally since metaphors are inherently unique.
The disadvantages are about clarity and execution. The metaphor may not be immediately clear to prospects—they have to think about it. It can feel forced if the connection is weak or obscure. And it doesn't describe function, requiring extra explanation of what the product actually does.
Use metaphor names when you want strong brand personality and can invest in building awareness. You're betting on memorability and emotional resonance over immediate clarity.
Strategy 4: Founder/Company Names
Founder or company names create brand from personal or organizational identity. Salesforce combines "sales" and "workforce" into a company-first brand. ServiceNow merges "service" and "now" for immediacy. Adobe took the name from the street where the founder lived—completely arbitrary but now iconic.
The advantages are ownership and equity: these names are unique and highly ownable from day one. You can build strong brand equity that compounds over years, becoming synonymous with the category itself.
The disadvantages center on meaning and investment: there's no inherent meaning in the name, so prospects learn nothing from hearing it. It requires substantial brand investment to make the name known and associated with your value proposition.
Use founder or company names when you're committed to building a long-term brand that transcends specific features or functions. For most B2B products, the better bet is descriptive or metaphor names—you get clarity or memorability without requiring massive brand budgets.
The Product Naming Process
Step 1: Define Naming Criteria
Before brainstorming a single name, set your criteria. Your functional requirements cover the basics: the name should describe what the product does or come close enough. Keep it to 1-3 words maximum. Make it easy to pronounce—if prospects stumble over saying it, they won't use it. Make it easy to spell—if they can't spell it, they can't search for it.
Your strategic requirements ensure long-term viability: the name must be differentiated from competitors, not the fifth "LaunchPad" in your category. It should be scalable so you can add features and products later without outgrowing the name. And it needs to work internationally with no negative meanings in other languages—yes, check this even if you're US-only today.
Your legal requirements protect your investment: the name must be trademarkable, meaning not already taken in your industry. The .com domain should be available—other TLDs work but .com still dominates. And it can't be a generic term because you can't trademark "Email Software" or "Project Management Tool."
For example, if you're naming a GTM platform, your criteria might specify: must convey "product launches" or "go-to-market," 1-2 words maximum, easy to say and spell, unique versus competitors so not another "LaunchPad," and .com domain available.
Step 2: Brainstorm Name Ideas
Use four core brainstorming techniques to generate options. Technique 1 is descriptive combinations where you combine words related to your product. Take "Launch" and pair it with Flow, Kit, Hub, Space, or Base. Take "Product" and pair it with Launch, Ship, Deploy, or Go. Take "Go-to-Market" and pair it with Platform, Suite, or System. This generates names like LaunchFlow, ShipKit, and GTMBase.
Technique 2 is metaphors where you think about analogies. If you're in the launching space, consider Rocket, Ignition, Blast-off, or Launchpad. If you're about coordination, explore Orchestra, Conductor, or Symphony. Examples include Ignition for starting launches, Conductor for coordinating teams, or Launchpad for a platform that enables launches.
Technique 3 is invented words where you combine syllables or make up entirely new terms. Think ProductLy, Launchtify, or Shipr—names that sound tech-savvy and modern even if they don't exist in the dictionary.
Technique 4 is repurposed words where you take existing words and use them in new contexts. Momentum suggests product launch momentum building. Catalyst implies accelerating launches. Compass indicates guiding GTM strategy. These words have existing meanings but you're applying them to your specific domain.
Generate 50-100 ideas during brainstorming. Yes, 50-100. Quantity unlocks quality—the best names rarely come from your first five ideas.
Step 3: Filter and Shortlist
Filter your 50-100 ideas through three rounds of criteria. Round 1 eliminates non-starters immediately. Cross off anything hard to pronounce—if you stumble saying it, kill it. Eliminate names already heavily used by competitors—you need differentiation, not confusion. Remove anything with negative connotations in English or major international languages.
Round 2 checks availability for your remaining candidates. Search if the .com domain is available—use a domain registrar to check. Run a USPTO trademark search to verify nobody else owns it in your category. Check if social handles are available on Twitter and LinkedIn using @name format. Many great names die in Round 2 because someone else got there first.
Round 3 narrows you to your top 5-10 names that passed both earlier rounds. Your example shortlist might include LaunchFlow (descriptive and available), Ignition (metaphor with strong brand potential), GTMBase (descriptive and immediately clear), Catalyst (metaphor and evocative), and Momentum (metaphor that conveys movement and progress).
Step 4: Test with Customers
Show your shortlist to 10-15 prospects who fit your ICP. Ask four critical questions. First, "What do you think this product does?" This clarity test reveals if the name communicates function—don't explain anything, just see what they infer. Second, "How memorable is this name?" Use a 1-10 scale to quantify stickiness. Third, "Would you be embarrassed to say this name to your boss?" This professional test catches names that sound silly or unprofessional in business contexts. Fourth, "Which name do you prefer?" Get their preference vote to see which resonates most.
Example results:
| Name | Clarity (% correct guess) | Memorability (1-10) | Preference Votes |
|---|---|---|---|
| LaunchFlow | 80% | 7.2 | 3 |
| Ignition | 40% | 8.5 | 6 |
| GTMBase | 90% | 6.0 | 2 |
| Catalyst | 50% | 8.0 | 4 |
Insights:
- GTMBase most clear (90% guessed correctly) but least memorable
- Ignition most memorable (8.5/10) and most preferred (6 votes)
- LaunchFlow balanced (clear + memorable)
Based on these results, Ignition emerges as the top choice—it's the most memorable at 8.5/10, the most preferred with 6 votes, and while only 40% guessed correctly what it does, that's acceptable since you can educate prospects on the metaphor once they're engaged.
Step 5: Legal Check and Finalization
Before finalizing, complete your legal due diligence. Run a trademark search through the USPTO database looking for similar marks in your class. Hire a trademark attorney for a comprehensive search that catches nuances you'd miss. File the trademark application to protect your investment.
For domain acquisition, buy the .com domain even if it costs premium dollars—it's worth it. Buy common misspellings like ignition.com and igntion.com, then set up redirects to your main domain so users who mistype still find you.
Secure social handles immediately. Lock down @IgnitionHQ or @GetIgnition on all major platforms—Twitter, LinkedIn, Facebook, Instagram. Even if you're not active on all platforms, prevent someone else from squatting on your name.
Run an international check by Google-translating the name to major languages including Spanish, French, German, and Mandarin. Check for negative meanings or unfortunate associations. If you're going global, hire a localization consultant for deeper cultural review.
Once legal clears and domains are secured, finalize and announce the name internally, then externally.
Naming Features and Tiers
Product name: Ignition
Once you've named the product, you need to name features. You have three strategies.
Strategy 1 is purely descriptive: Launch Templates, Team Coordination, Sales Enablement, Launch Analytics. The advantage is crystal clarity—users know exactly what each feature does. The disadvantage is these names are generic and forgettable, offering zero differentiation from competitors.
Strategy 2 is branded with descriptor: Ignition Templates, Ignition Collaboration, Ignition Enablement, Ignition Analytics. The advantage is you're building brand equity while maintaining clarity. The disadvantage is repetition—saying "Ignition" before every feature name gets tedious fast.
Strategy 3 is themed metaphor. If your product is "Ignition" with a rocket theme, your features become Launch Pad for templates, Mission Control for coordination, Booster Pack for sales enablement, and Flight Deck for analytics. The advantage is memorability and on-brand personality. The disadvantage is less immediate clarity—users have to learn what "Mission Control" means in your product context.
The recommendation: use descriptive names for main features where clarity matters most, and save themed metaphor names for premium or fun features where personality adds value.
For tier naming, you have the same three options. Descriptive tiers are Starter, Professional, Enterprise—the industry standard that everyone understands immediately. Branded tiers add your product name: Ignition Starter, Ignition Pro, Ignition Enterprise. Metaphor tiers use your theme: Spark for starter, Ignition for pro, Blast-Off for enterprise.
For most B2B products, stick with descriptive tiers using Starter, Pro, and Enterprise. Buyers understand these instantly, and sales doesn't have to explain what "Blast-Off" means on every call.
Common Naming Mistakes
Mistake 1 is making names too descriptive and long. "Enterprise Data Management And Analytics Platform Suite Pro v2.0" is impossible to remember or say in conversation. Fix it by limiting yourself to 1-3 words maximum. If you can't say it in one breath, it's too long.
Mistake 2 is being too clever or obscure. "Nexus Paradigm Synergy" sounds impressive but tells prospects nothing about what you actually do. Fix it by prioritizing clear over clever. Clever names need massive brand budgets to work.
Mistake 3 is choosing generic or common names. "LaunchPad" might sound good until you realize 100 competitors use the same name. You can't differentiate and you'll struggle to trademark it. Fix it by checking if the name is already heavily used in your category before committing.
Mistake 4 is naming by committee. You survey 50 people and pick the name everyone likes least because it's the compromise option. This produces bland, forgettable names designed to offend nobody and delight nobody. Fix it by testing names with customers but making the final decision with a small group who has skin in the game.
Mistake 5 is not checking trademark and domain availability before falling in love with a name. You finalize "Catalyst," tell the whole company, then discover someone else owns the trademark and domain. Fix it by checking availability in Step 3 before you get emotionally attached to any name.
The Naming Checklist
Before finalizing any name, verify it passes five checkpoints. Functionally, it should communicate what the product does or be explainable quickly. Keep it to 1-3 words. Make it easy to pronounce and spell. Ensure it has no negative connotations in English or major international languages.
Strategically, the name must be differentiated from competitors—not the fifth "DataFlow" in your category. It should be scalable so you can add features and products without outgrowing it. And it needs to work internationally without unfortunate translations or cultural issues.
Legally, confirm the trademark is available with a clean USPTO search. Acquire the .com domain before announcing anything. Secure social handles on all major platforms to prevent squatting.
For testing validation, customer testing should show greater than 70% clarity—prospects understand what it does. Memorability should exceed 7/10 on your scale. And preference votes should be positive, with your chosen name winning or placing second at minimum.
Finally, get approvals locked in. Obtain legal clearance from your trademark attorney. Get executive approval from leadership who'll need to champion the name. And confirm you're ready to announce both internally and externally.
Quick Start: Name Your Product in 2 Weeks
Week 1 focuses on generating and filtering. Day 1, define your naming criteria covering functional, strategic, and legal requirements. Days 2-3, brainstorm 50-100 name ideas using the four techniques. Day 4, filter to your top 10 by checking domain and trademark availability. Day 5, narrow to your top 3-5 finalists.
Week 2 is about testing and finalizing. Days 1-2, test your shortlist with 10-15 customers using the four key questions. Day 3, analyze results and pick your top choice based on clarity, memorability, and preference data. Day 4, conduct comprehensive legal and trademark checks with an attorney. Day 5, finalize the decision, buy the domain and variants, and announce internally then externally.
Your deliverable: a final product name with trademark filed and domain secured. The impact: a clear, memorable name that prospects actually understand and remember versus confusing jargon that makes them tune out.
The Uncomfortable Truth
Most product names are terrible because they're created by internal committees without customer input. Teams use jargon and acronyms like "EDMAP Suite" that mean nothing to prospects. They try to describe everything in the name, producing monstrosities like "Enterprise Data Management Analytics Platform." They name by committee, where compromise produces bland options that offend nobody and delight nobody. They don't check trademark or domain availability until after falling in love with a name. And they never test with actual customers before committing.
The result: forgettable, generic names that confuse prospects instead of converting them.
What actually works is different. Go with clear or metaphorical names—either descriptive function like "Salesforce" or evocative meaning like "Asana." Keep it to 1-3 words maximum for shortness and memorability. Test with customers to hit 70%+ clarity and 7/10+ memorability. Ensure it's legally clear with available trademark and domain. And make it ownable—unique enough that you can build real brand equity.
The best product names check five boxes: immediately clear or quickly explainable so prospects get it fast, memorable enough to stick in customers' minds, differentiated to stand out from competitors, tested with customers who confirm both clarity and preference, and legally owned with trademark filed and domain secured.
Here's your acid test: if your sales team doesn't use your official product name in conversations, it's too complicated. They'll create their own shorthand because yours doesn't work in real selling situations.
Keep it simple. Test with customers. Own it legally.