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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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.