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. 

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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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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.