Product naming checklist: 12 things to check before you commit

Why this matters

Changing a name after launch costs far more than checking it before. A checklist makes sure you look at every angle, including the dull practical ones that are easy to skip when you're excited about a name. Work through it for each finalist, not just your favourite.

The twelve checks

1. Relevance: Does it make sense for what you're building and who it's for? It doesn't have to describe the product, but it shouldn't fight it or suggest the wrong market.
2. Clarity: What would someone guess from the name alone? Confusion is worse than mystery. A name can be abstract without being misleading.
3. Memorability: Could someone recall it tomorrow after hearing it once? Short, rhythmic names with a concrete image stick best. See what makes a name memorable.
4. Pronunciation: Would most people say it the same way? Ask three people to read it aloud without help.
5. Spelling: Could someone type it correctly after hearing it? Watch for silent or doubled letters, numbers and unusual spellings of ordinary words.
6. Distinctiveness: Does it stand apart from competitors and generic category words? Distinctive names are easier to find and easier to protect.
7. Length: Is it short enough for a logo, an app icon and a conversation? One to three syllables is comfortable; clarity matters more than counting letters.
8. Unwanted meanings: Are there awkward readings, slang meanings or problems in other languages? Read it backwards, split it at different points and check the languages of your markets.
9. Future flexibility: Would it still fit if the product grew or changed direction? Avoid tying the name to one feature, place or technology unless that's permanent.
10. Search results: What comes up when you search the name, and the name with your category? Look for businesses already trading under it, and for how crowded the results are.
11. Domain availability: Is a practical domain available for your audience? The exact .com is nice to have, not essential. See does the .com really matter?
12. Social and trade mark checks: Are useful handles free, and are there no conflicting trade marks in your classes? Search the UK trade mark register (opens in a new tab) and the platforms your customers use. See how to check for UK trade marks.

How to use it

The first nine checks are about whether it's a good name, and you can do them in minutes with a few friends. The last three are about whether you can use it. Do those for your shortlist only, and do the trade mark search before you spend money on domains or design. For the reasoning behind each check, see how to evaluate a product name.

Worked example

Suppose two finalists for a budgeting app pass the first nine checks equally well. A search shows that one is already used by an active personal finance blog, and the trade mark register has a similar mark in class 36 (financial services). That single result matters more than any difference in how the names sound, and it decides the shortlist.

Common mistakes

• Running the checklist only on the favourite name, so there's no fallback when it fails.
• Treating every item as equally important: a trade mark conflict outweighs a slightly long name.
• Stopping at the domain check and assuming the name is free to use.

Copyable checklist

Copy this into your notes and tick it off for each finalist:

Name: ____________________

[ ] 1. Relevance: fits what we're building and who it's for
[ ] 2. Clarity: not misleading from the name alone
[ ] 3. Memorability: recalled after one hearing
[ ] 4. Pronunciation: most people say it the same way
[ ] 5. Spelling: typed correctly after hearing it
[ ] 6. Distinctiveness: stands apart from competitors and category words
[ ] 7. Length: works on a logo, an icon and in conversation
[ ] 8. Unwanted meanings: none found, including other languages
[ ] 9. Future flexibility: still fits if the product grows
[ ] 10. Search results: no established business using it in our space
[ ] 11. Domain: a practical domain is available
[ ] 12. Social and trade marks: useful handles free; no conflicting marks in our classes

How NameClicked can help

NameClicked's free assessment covers most of the first nine checks for every name on your shortlist, with the reasons shown. A Full Assessment adds live domain checks and UK trade mark screening. Search results and social handles aren't checked automatically, so do those yourself. Check your names or read how to check whether a name is available.