Product Name

How To Create The Perfect Product Name That Speaks To Your Target Market & Stands Out From Your Competition

Your Product Name Might Need A Lot More Attention

When browsing a physical store, the first thing a buyer notices is probably the product or packaging.

In the realm of ecommerce, the product name (and image) takes center stage.

I believe product naming needs a lot of attention, because it has an impact on a lot of things that are behind the scenes.

From search engines and site navigation to the minds of your customers. 

Is It Really That Important?

Unless you’ve come up with a new product or are in a new market, solving an untapped problem.

Then your product isn’t alone.

It’s sitting there amongst hundreds of thousands (or millions) of other search results. 

So let’s make sure your product stands out even if it’s buried under all your competitors.

Opportunity #1 - Know Your Audience

Getting to know more about your audience plays a role in crafting a good product name.

This is about knowing their preferences, language, and the challenges they seek to overcome.

Questions To Position Your Product Name

A product name tailored to your audience isn't just appealing, it's strategic. 

It’s the main reason that someone clicks on your product.

Here are questions to give you an idea on how to position your product name:

1. What’s my product’s value to them?
2. What products do they already buy?
3. How does this product impact their lives?
4. What are they really looking for in my product?
5. Does my product name need to be descriptive to help them see the benefit?

Opportunity #2 - Writing Your Product Name

I often come across product names with boring, unhelpful names or nonsensical jargon like company product codes inserted into the title.

The key rule when naming products is that users should get sufficient information about your product, just by reading the title.

Here are 3 elements you can use to base your product name:

1. Brand name + product name
2. Product type
3. Key attributes

Brand Name + Product Name

In certain cases, your brand name combined with your product name might already provide sufficient description. 

For instance, if you're showcasing a product like "Vega Sport Protein - Plant-Based Protein Powder" on a website, there's little need to label it as "Quality Plant-Based Protein Powder”. 

Because most people looking for the Vega brand already know that.

Product Type

When it comes to product types, visitors often search for solutions to specific problems rather than brand or product names. 

Consider the example of "Muscle Gain Protein Powder." In this case, where the product type serves as a solution, it becomes crucial to employ a more descriptive approach.

Key Attributes Of Product

There are attributes in your product that determine whether or not people click on your product.

Such as weight of product, flavor, age, gender etc which could be worth mentioning.

For example, “Plant-Based Protein Powder 1kg”.

Opportunity #3 - How To Arrange The Product Name

Your product name should only appear at the very top of your product page like a headline.

Visitors should immediately grasp why your product is worth exploring. 

What Search Engines Do For You

Search engines give visibility to the beginning of your product titles/headlines. 

So when your product name is arranged accordingly, it effectively enhances SEO visibility. When your audience searches for either:

1. Brand name + product name
2. Product type
3. Key attributes of your product

You're much more likely to show up on search engines. 

You also don’t need to keep slapping your brand name across all your products.

Write Product Names For All Use Cases

Remember to try and cover all 5 levels of awareness we talked about in How To Replicate A Great Physical Store Experience.

Plus your product naming can depend on many variables like your brand strength, or how product names appear in search engine rankings or Google Ads.

While it's probably impossible to cover all your bases...

Putting in some thought can position you above your competitors.

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