Naming is one of the most important (and underestimated) parts of creating a new product. It’s not about being clever for clever’s sake. It's about nailing what your product is really about, making sure people feel something when they hear it, and fitting seamlessly within your broader brand. At Tanj, a leading brand naming agency, we’ve worked with product managers across industries to do just that. Here’s what we’ve learned.
First, slow down. We know you’re used to sprint cycles and fast feature rollouts. But naming doesn’t work that way. Unlike code pushes or UI tweaks, a name lasts. Plan on about four weeks to explore ideas, get your team aligned, and make sure everyone's on board. Rushing this is how you end up with something you regret.
Think of your product’s name as the vibe someone gets before they even try what you’ve built. It should give users a taste of how it feels to use your product — not just what it does. Zoom feels fast and frictionless. Monday feels like you’re able to handle whatever chaos gets thrown at you. The best names tap into emotion and energy, not just functionality.
If your product lives under a parent brand, you’ve got to balance individuality with cohesion. The name should pop while still feeling like part of the family. Imagine if Apple’s phone were called “Pixel” or Google’s was the “iPhone.” Both great names, wrong homes. A good product-brand fit avoids confusion and strengthens your overall brand architecture.
Also, think long-term. Your roadmap will change. Features will come and go. Don't lock yourself into a name that only makes sense today. Focus on the core value you're delivering — the reason your product exists in the first place. A good name has room to grow with you.
And yeah, it needs to be memorable. Winning names tend to be short, punchy, and satisfying to say. The sweet spot is usually one to three syllables, with a mix of hard consonants like P or K and smooth vowels like A or O. Some of the most beloved names — like Zoom or Loom — even share a playful “double O” rhythm that feels fun and friendly.
If you're going global, do your homework. Run your name past native speakers in your target markets. What sounds brilliant in English might be embarrassing or confusing somewhere else. Even if you're not fully international yet, it's worth checking the major languages your users speak. Trust me, you don't want to find out the hard way.
One more thing: don't obsess over getting the perfect domain or social handle. Yes, it matters. But a great name will figure out its digital presence. The strongest brands prove that creativity and consistency beat owning @perfectname every time. You'll make it work.
The main takeaway? Naming should feel exciting, not stressful. It's one of the few chances you get to define how people think about and talk about what you've built. Give it the attention it deserves. And if you need support, that's literally what we do at Tanj. Our brand naming services are here to help you land on something that stands out and stands the test of time.
Ready to start your naming journey? Get in touch with Tanj.