Giving names to solutions is not an easy thing to do, because most of the time, companies end up finding themselves in front of a whiteboard, with various ideas and phrases written on it. While all of those names might sound relatively okay to most of the people participating in such a task, no one can agree on a single best choice, which is why it’s so important for companies to create a strategic framework for naming their products.
Research-based names
The best way for a company to choose the right name for its solutions is through research. That’s because through research companies will get a chance to truly understand what the consumers are already searching for, which will allow the company to optimize the product name, so it can best meet their needs, and increase the odds that the target consumers will be able to discover the product and make a purchase from the company. The best product names are ones that are going to be easy for the audience to remember, understand, as well as pronounce. Many companies avoid that last one, however, if a potential customer isn’t able to pronounce the name of a solution that they are interested in, they won’t remember it in the first place. Additionally, if a potential customer isn’t able to understand what a solution does through its name only, then they are likely to opt for a solution from a competitor instead. That’s why before a company releases a new solution, it’s important to conduct some research to figure out the best way the company could choose a name for its new product.
Search intent
If a company doesn’t conduct any sort of research before naming its new solution, it ends up limiting its opportunities to choose the right branding strategy and the right search engine optimization tactics. It’s incredibly important for companies to rely on search engine optimization because according to research, the first few organic results on search engine results pages generate over 40% of the overall click-through rate. This means that the best way that search engine optimization can help companies start naming their products with great names is by relying on search intent. Search intent is whenever someone is searching for something online, the words that they use show their intentions. For example, if a person is looking for a place to grab a bite, they might be using the words “near me”, which shows their search intent. On the other hand, if someone is looking for reviews of products, they might add the words “best” or “comparison”. A lot of search engines including Google, have excelled at figuring out the user’s intent based on the search terms that they use, as well as the context they get around them. The same information is what a company should be using to be able to name their new solutions so that they can make sure the target audience will be able to find them and make purchases. 
Article written by Ronn Torossian
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